Under Armour
Current Marketing Topic
Wendell Brown
9/22/2008
Muscling Into the Mainstream
Summary of Article
The title of my article is called “Muscling Into the Mainstream,” and it was written in the New York Times on August 7, 2008. What this article is trying to discuss is how Under Armour is steadily moving itself into the mainstream of selling performance and/or sportswear. It talks about what target markets that Under Armour is pursuing and what strategies it has used or is currently using to reach out to those target markets. It also talks about how Under Armour has strictly controlled its distribution to sporting goods stores, military-base exchanges, and sports- and military-oriented outlets. Finally, the article discusses how Under Armour plans to embark in uncharted territories to steadily expand itself and further compete with other sportswear giants like Nike and Adidas.
History
Under Armour Inc. was created in 1996 by Kevin Plank. He went to the University of Maryland and played on the football team as a running back. Long practices and hot weather caused his sweat saturated underwear to stick to his skin and feel 2-3 pounds heavier than what they originally were. He desperately searched for something lighter and cooler and came up with moisture-absorbing athletic underwear. Today, Under Armour is engaged in the design, development, marketing, and distribution of branded performance products for men, women, and youth. It designs and sells active wear, sportswear, and most recently footwear that utilize synthetic microfiber material which wick away perspiration from the skin, help regulate body temperature, enhance ...