UA Case Study
Under Armour 1
Under Armour Case Study
Jason Miller
West Virginia University
Under Armour 2
Executive Summary:
The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes.
“We 're dead set on becoming the world 's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following to say in a press release dated December 8, 2008: “UA Run footwear launches at retail on January 31, 2009 and includes four road shoes: the UA Apparition™, UA Illusion™,
UA Revenant™, and UA Spectre™, and two trail shoes: the UA Chimera™ and UA Mirage™.
Each shoe is specifically engineered to maximize the performance of today 's generation of professional, collegiate, high school and amateur athletes who are running as a sport or incorporating running as an essential component in their training regimen” (uabiz.com, 2008).
Under Armour wants to provide a superior running shoe for all athletes that aligns with the current brand positioning of UAs other products which is performance and authenticity.
“The foundation of Under Armour 's first-ever running footwear collection is the company 's new proprietary technology called Cartilage™. “The independent suspension system serves as the
"connective tissue" between a runner and his environment to enhance performance and provide an exceptionally stable and smooth ride.” (uabiz.com, 2009) The marketing campaign for the new running shoe highlights the performance of the running shoes and attempts to show superiority to other brands along the usual authenticity that comes with all Under Amour offerings. The performance of the new running shoe is the major strength that the marketing campaign will focus on.
Under Armour 3
Under Armour will be competing with Nike, Adidas, Reebok, Puma, and other running
Under Armour Case Study
Jason Miller
West Virginia University
Under Armour 2
Executive Summary:
The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes.
“We 're dead set on becoming the world 's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Amour (A.P., 2009). Under Armour had the following to say in a press release dated December 8, 2008: “UA Run footwear launches at retail on January 31, 2009 and includes four road shoes: the UA Apparition™, UA Illusion™,
UA Revenant™, and UA Spectre™, and two trail shoes: the UA Chimera™ and UA Mirage™.
Each shoe is specifically engineered to maximize the performance of today 's generation of professional, collegiate, high school and amateur athletes who are running as a sport or incorporating running as an essential component in their training regimen” (uabiz.com, 2008).
Under Armour wants to provide a superior running shoe for all athletes that aligns with the current brand positioning of UAs other products which is performance and authenticity.
“The foundation of Under Armour 's first-ever running footwear collection is the company 's new proprietary technology called Cartilage™. “The independent suspension system serves as the
"connective tissue" between a runner and his environment to enhance performance and provide an exceptionally stable and smooth ride.” (uabiz.com, 2009) The marketing campaign for the new running shoe highlights the performance of the running shoes and attempts to show superiority to other brands along the usual authenticity that comes with all Under Amour offerings. The performance of the new running shoe is the major strength that the marketing campaign will focus on.
Under Armour 3
Under Armour will be competing with Nike, Adidas, Reebok, Puma, and other running
References: Associated Press (2009, January 31). Under Armour Takes a Chance on the Shoe Market. CBS News web site https://ecampus.wvu.edu on October 24, 2009 Eder, L Launching Under Armour Running. Retrieved October 24, 2009 from http://www.runblogrun.com/2008/12/rbr_interview_steve_battista_v.html Lemke, T. (2009, February 5). Trying to Get on Track; Under Armour Unveils New Line of Running Shoe Plank, K. (2008, December 9). Interview. Under Armour Footwear Launch. Retrieved October 24, 2009 from http://www.runblogrun.com/2008/12/rbr_interview_steve_battista_v.html scribd.com web site (2009) Under Armour, Inc. 10-K (Annual Reports) 2009-02-20. Retrieved October 21, 2009 from http://www.scribd.com/doc/12801505/Under-Armour-Inc-10KAnnual-Reports-20090220 Campaign Launching Brand’s First-Ever Run Footwear at Retail on 1/31/09. Retrieved October 24, 2009, from