Under Armour Case

In: Business and Management

Submitted By saief1331
Words 2132
Pages 9
Saiful Chowdhury
Global Operations and Policy

Under Armour’s Strategy in 2014

1. Describe the major components of the company’s strategy in the following areas:

a. Product Line -
Under Armour’s product line consists of apparel, footwear, accessories, and licensing. Under the apparel section, the company designed three lines of apparel gear: HeatGear, ColdGear, and AllSeasonGear. HeatGear was designed to be worn under equipment in warm to hot temperatures. It was engineered to make the body stay cool, dry and light. To satisfy all consumers, Under Armour offered their HeatGear in a variety of tops and bottoms as well as in a variety of colors. To satisfy those consumers who participate in sports or recreational activity in cold weather, Under Armour designed ColdGear. ColdGear provided warmth and dryness to the body while wicking away moisture. ColdGear could be worn under a uniform or jersey, and it could also be worn as an outerwear. Lastly, Under Armour designed the AllSeasonGear for those who play in changing temperatures. AllSeasonGear kept the wearer cool and dry in warmer temperature while keeping them warm in colder temperature.

In 2006, Under Armour began marketing footwear products to men, women, and youth. They offered footwear for sports such as football, basketball, soccer, lacrosse, softball, and many more. Their footwear was designed to provide cushion, stabilization, comfort, control, and moisture management.

In 2013, Under Armour’s accessory line included socks, gloves, headwear, mouth guards, eyewear, and much more. All accessory items were designed to provide some sort of performance advantages, for example their sports gloves included HeatGear and ColdGear technologies.

In December of 2013, Under Armour acquired MapMyFitness, which served one of the largest fitness communities in the world. They began to…...

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