BDC412 SEC4261 Group Under Armour

2. HISTORY & TIMELINE
In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain turned an
idea born on the football field into a new industry that changed the way athletes dress forever. Back in
his playing days, Plank hated having to change his sweat-soaked cotton T-shirts over and over again
during two-a-days. Knowing that there simply had to be something better, he set out to create a
solution.
KEVIN PLANK

3. KEVIN PLANK
HISTORY & TIMELINE
Plank named his new company
Under Armour, and after extensive
research on the athletic benefits of
synthetic fabrics, he designed the
first Under Armour HeatGear®
T-shirt

4. Working from his grandmother's
basement in Washington DC's
Georgetown neighborhood, he traveled
up and down the East Coast selling his
revolutionary new product out of the
trunk of his car. By the end of 1996,
Plank made his first team sale,
and Under Armour
generated $17,000 in sales.
HISTORY & TIMELINE

5. HISTORY & TIMELINE
In 1997, Under Armour introduced the now-
famous ColdGear® fabric, which keeps
athletes warm, dry, and light in cold
conditions, and then the AllSeasonGear® line,
which keeps athletes comfortable between
the extremes.
By the end of 1998, Under Armour outgrew
grandma's basement and moved to an all-
new headquarters and warehouse in
Baltimore.

6. HOME COUNTRY & HOST COUNTRY
HOME COUNTRY
CITY : BALTIMORE
STATE : MARYLAND
COUNTRY : UNITED STATE OF AMERICA
HOST COUNTRY
Brazil Mexico Germany China Japan Indonesia
Canada Australia Chile Netherland Hong Kong

7. PRODUCTS & INNOVATION

8. PRODUCTS & INNOVATION

9. PRODUCTS & INNOVATION

10. PRODUCTS & INNOVATION

11. SUSTAINBILITY
UA POWER IN PINK celebrates the
women who use fitness to stay healthy
and serves as a platform to raise
awareness about breast health.
#UAPOWERINPINK
Our philanthropic commitment within
this cause is focused on transforming
breast health through innovation.
We are proud of our partnership with
Johns Hopkins Medicine and multi-year
$10 million commitment to build the UA
Breast Health Innovation Center.
UA FREEDOM is our way of saying
THANK YOU to First Responders,
Military Support Organizations,
Law Enforcement Officers and
Veterans. #UAFREEDOM
It has a singular mission: to
support and inspire the brave men
and women, those tactical and
occupational athletes, dedicated to
protecting us, every day. We do
this by partnering with
organizations that support the
physical wellness of first
responders, military service
organizations, and veterans.
UA WIN GLOBAL is our
commitment to providing kids
access to sport.
By enhancing the places
where kids play, investing in
programs that use sports to
teach life skills, outfitting kids
with the latest product, and
supporting people who
dedicate their time to
coaching – we are committed
to uplifting communities and
inspiring youth all over the
world.

12. BRAND PLAN
4 PILLARS
OF GREATNESS
VISION
MISSION
EMPOWERATHLETES
EVERYWHERE
MAKE ALL ATHLETES
BETTERTHROUGH PASSION, DESIGN
AND THE RELENTLESS PURSUIT
OF INNOVATION
MAKE GREAT PRODUCT
TELL A GREAT STORY
PROVIDE GREAT SERVICE
BUILD A GREAT TEAM

13. Cross timezones, and encourage the diverse multi-cultural
energy and global ambition of Our Brand. Regardless of
where you work or how much you travel, take action with an
international mindset and a passion for bringing our message
to all athletes everywhere.
Taking risks and failing is a part of striving for greatness and
will truly lead us to making our defining product one day.
But at every level and across every business, be ready to
adjust and drive change, while maintaining the core
attributes that define our Brand’s Culture.
BRAND PLAN

14. BRAND CORE VALUE
Reliability Integrity
Innovation Inspiration

15. PROPOSITION
Under Armour is for athletes who seek great athletic performance.
PASSION, SCIENCE and relentless pursuit of INNOVATION.
Under Armour’s technology is complex but the value is sample.
Comsumer can wear “HeatGear®” when it’s hot out, “ColdGear®” when it’s cold and
“AllSeasonGear®” between the extremes.

16. BRAND PERSONALITY
RUGGEDNESS
COMPETENCE

17. IDENTITY
The Under Armour logo consists of the letter
“U” on top of the letter “A”, therefore forming
the company’s initials – “UA”. Resembling a
crisscross

18. VERBAL IDENTITY

19. COMMUNICATIONS

20. COMMUNICATIONS

21. COMMUNICATIONS
https://www.youtube.com/watch?v=H-V7cOestUs
I WILL WHAT I WANT

22. https://www.youtube.com/watch?v=IHvQPz6wQe4
Under
Armour
Protect
This
House.
I
Will.
COMMUNICATIONS

23. https://www.youtube.com/watch?v=Xh9jAD1ofm4 Rule
Yourself
COMMUNICATIONS

24. HOW TO SUCCEESFUL ?
Kevin’s plan was that once a few players
started wearing their products and talking
about them, the team would feel “obliged” to
buy them for everyone.
And that was exactly what happened:
the Georgia State football team soon
approached Under Armour to outfit their
players, followed by Atlanta Falcons, the New
York Giants and the Miami Dolphins.
Selling to Miami Dolphins was a great
move, as their match was televised on
national tv, which helped to bring out the
Under Armour name.
Having a network of professional
football players was a huge advantage for
Kevin Plank, as he was able to let them test
out his products to see if they liked it.

25. HOW TO SUCCEESFUL ?
“I Will What I Want” campaign, featuring ballet dancer Misty Copeland,
Olympic skier Lindsey Vonn, supermodel Gisele Bundchen and others, Under
Armour’s ads for females shows female athletes overcoming their adversities and
pushing on.

26. HOW TO SUCCEESFUL ?
In 2011, Under Armour announced a Ultimate Intern Program – where students
could apply, go through a series of challenges, and the winners would get to work with
them during summer, helping the brand to communicate their values and messages
through social media.
The contest drew more than 10,000 inquiries and over 5,000 applications on
Facebook and Twitter.

27. COMPETTITIVES
2nd Market share in US (2014)

28. THANK YOU