1996 Kevin Plank develops his first microfiber t-shirts to keep athletes dry during workouts and games he found Under Armour Athletic Apparel.
“Under Armour was developed by athletes for athletes. We understand their needs and the demands of competition, What begin nearly a decade ago with superior under shirt for equipment sports has evolved into six diverse gear lines to cover all seasons. Climate and conditions by employing the finest microfiber fabric Under Armour has engineered the ultimate moisture transport System in garments that slide over your body like a second skin to keep cool, dry and light throughout the course of a game or a workout.” (Universe)
Under Armour target is anyone who works out, plays sports or working in a cold or hot area that will need compression shirts or pants to keep the body cool and dry. You can also wear the shirts and pants year round. We also have to keep in the mind the size, profitability, accessibility and limited competitor (Nike). In the late 90’s Kevin had a product line of several different products, but behind each product there was a reason for the product which would define the need. For example Under Armour came out with a number of different Cold Gear shirts and pants, for the really cold winters, Turf Gear to protect football players against the artificial turf, and all season gear which you can wear during in season whether it is fall or spring.
When Under Amour started out they only marketed to male athletes, because that is what Kevin Plank knew best and that was men’s compression clothing, from playing football. Under Armour picked a big percent of the population to market to colleges and the universities, the NCAA student athlete participation hits 450,000 in 2012. (Brown, 2012) . When thinking about market segmentation you have to keep in mind that Kevin Plank did not start advertising the Under Armour Brand, until the early 2000’s, but yet his brand had been out since the late 90’s. Kevin plank was able to market his entire brand from word of mouth, which for him was a big deal because even though he did not have the fancy advertisements for his brand in 1997 Kevin had twelve college football teams with Georgia Tech being the first college and ten National Football League (NFL) team wearing his garments. (Universe)
Consumer Market Segmentation:
Demographic, Since Under Armour has been out for about ten years , the technology has changed so much, now people can shop online which makes the Under Armour product nationwide and if they choose internationally too, Under Armour can ship to almost anywhere in in country and outside the country because now they can reach people through the internet, and the popular Eastbay catalogues, and stores.
Geographic of Under Armour is one of the most successful companies able to divide the geographic target, by taking small steps they were able to market across country first, by visiting the...