Ex- football player Kavin Plank Essay

infra armor was founded by Ameri throne ex- football player Kavin Plank in 1996. Its central office be in Baltimore, Maryland, USA. Plank started the business in his grandmothers basement. The word of mouth packaging brought revenue and ultimately in two years time Plank started reaping profit. The main objective of the attach to was to design a superior quality t- shirt which instead of absorbing sweat, provides perspiration and compression. But it end up producing various other sports products such as footwear, apparel and accessories.Armor happens to be the designer of murder apparel which it claims would maintain body temperature and improve performance. (Under Armour 2010) Under Armour UAs mission is to rush the customer feel comfortable while wearing its products. Its aim is to make all athletes feel best(p) in their uniforms with the help of science and innovation. Providing comfort to the customers is the first and foremost priority of UA. For that purpose, Heat gea ring and wintry Gear products were introduced which would serve the purpose of ease and satisfy the athletes during the calisthenics, practice or course of game.(Under Armour 2010) Products, goods and service The products range from t-shirts to footwear and accessories. These categories are further extended to all types of sportswear. You name the sport (from baseball to hunting) and you can find the custom design outfits and footwear along with accessories required for that sport. The follow introduced Heat Gear, Cold Gear and AllseasonGear products and various other products to entice the customers. (Under Armour 2010) Marketing Strategy and Position in the market Under Armour understood the market at the start of the business.The word of mouth publicity at menial scale to ignite the market process for a relatively new company was good equal to bring in customers. Till date the company sponsors events such as Under Armour advanced school All- American Football Game and Sen ior Bowl. (Ayala 2008) Under Armour also sponsored the ESPYs. At the event, the company also managed to get leads on a pilot and two movies as well. It sponsors various college teams for publicity. The commercials and punch air travel are catchy and attract many customers. Under Armour products could also been in Video Games.In Flight Night 3, Dallas Cowboy player and spokesperson Eric Big E was among the Fighters game players could choose to be. Their marketing strategy is strong and has provided them powerful position in the market. (Walker 2008) Competitors The company saw downfall in 2008. consort to todays financial news the companys competition is sinking. In 2009 UA made monetary Fourth Quarter results announcement that are down nearly half of where they were this time next year. Shares of Gilden restless wear and Lululemon went down by 30% and 20% respectively. (fiscal news 2008) Luckily, today they are flourishing at increasing speed.The competition and hard time was be neficial in this regard. Their hard work is paying them off. The biggest competitors of UA are Colm and Nike. UA is increasing pace to reap as much revenue as Nike is. Its revenue was calculated to be approximately $885 million a year in contrast to Nikes $19 billion this year. (Wikinvest 2010)Bibliography approximately Under Armour, Underarmour. com, Under Armour , 2010, web, July 18, 2010 from http//www. underarmour. com/shop/us/en/affiliate-home Ayala, V. Under Armour Solid maturement Story, Seeking Alpha, July 2008, web, July 18, 2010 http//seekingalpha.com/article/87622-under-armour-solid-growth-story-more-visibility-needed Under Armours competition sinks, Todays Financial News, December 11, 2008, web, July 18, 2010 http//www. todaysfinancialnews. com/us-stocks-and-markets/under-armours-nyseua-competition-sinks-6437. html Walker, K. Andrea, Commercial Alert, Under Armour in public eye, July 24, 2008, web , July 18, 2010, http//www. commercialalert. org/issues/ stopping point/p roduct-placement/under-armour-in-public-eye Under Armour (UA), Wikinvest. com, Wikinvest, 2010, web, July 17, 2010 from http//www. wikinvest. com/stock/Under_Armour_(UA)