What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
The sports apparel and accessories industry has a highly competitive market. Businesses are constantly competing for elite athletes to sponsor, raw materials, and every opportunity to expand. Under Armour is able to not only survive but thrive in this market because of their ability to think outside of the box. They are constantly creating new and exciting products that help athletes everywhere.
Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08).
Their mission statement leads directly to the philosophies that are taught within this organization. “No loser thoughts” is one that they use regularly when trying to keep their athletes and employees motivated. They do not tolerate negativity; they strive to keep pushing forward and never think of quitting. “Passion, Vision, People” (Mission, 08) is a philosophy they use that shows their customer that they really do care about them and are working hard to provide a product that will be the most beneficial to them. It is not only about the profit margin for this company. “To build the biggest baddest brand in the world” is their philosophy that lets their competition know that they will stop at nothing to monopolize and dominate the industry. The confidence that this organization shows is unwavering (Mission, 08).
Their strategy that enables them to compete with companies like Nike and Adidas is directly linked to their mission and philosophies. By staying focused, determined, positive, and imaginative they allow themselves to reach the customer in a manner that touches multiple factors that the consumer is searching for. They provide products that are both comfortable and functional.
This brand has survived on its numerous strengths that have carried it through the years. Their popularity has been steadily increasing through the years. They have also come to be known as...