{"id":3868,"date":"2021-08-03T10:00:00","date_gmt":"2021-08-03T08:00:00","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=3868"},"modified":"2025-12-31T00:05:25","modified_gmt":"2025-12-30T23:05:25","slug":"under-armour-marketing-strategies","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/under-armour-marketing-strategies\/","title":{"rendered":"Under Armour Marketing Strategies: Rebuilding a Brand"},"content":{"rendered":"

Kevin Plank didn’t take much to get the idea to create one of the world’s biggest sporting apparel brands<\/strong>.\u00a0He set off on a mission to develop moisture-wicking athletic apparel for amateur and professional athletes. He eventually saw his brand<\/a> beat out Adidas for the 2nd biggest sportswear brand in the world in 2014. \u00a0<\/p>\n

So, what marketing strategy does Under Armour use?<\/strong><\/h2>\n

It’s no secret that Under Armour’s<\/strong> marketing strategies<\/strong> are one of the best in the game, with footwear sales at just over $5 billion dollars<\/em> and having tripled its marketing investments<\/strong> in just ten years. But the company has now dropped to 4th position behind Puma, Adidas, and the forever kings of sportswear, Nike.<\/p>\n

Let’s blow the whistle and start this game of analysis on Under Armour’s marketing strategies<\/strong> that propelled itself to where it once was and how it plans to regain its number 2 spot or even challenge its biggest rivals to the top in late 2021 and 2022.  <\/p>\n

Marketing Strategy: Solving an Audience Gap<\/h2>\n

Under Armour has used sponsorships and endorsements like its biggest competitors with many athletes, celebrities, and sporting organizations.\u00a0<\/p>\n

Some of its most notable endorsements include wrestler turned actor Dwayne ‘The Rock’ Johnson, swimmer Michael Phelps, basketball player Stephen Curry, and the USA boxing team. <\/p>\n

\"under<\/figure>\n

Dwayne Johnson, Steph Curry, and Michael Phelps for Under Armour<\/p>\n

In 2014, Under Armour<\/strong> struggled to find the reason behind its initial downfall compared to its competitors. <\/p>\n

Under Armour Brand: Less Macho, More Women.<\/strong><\/h3>\n

When looking at the prominent faces of their brand<\/a>, their business leaders realized they were portraying a macho, aggressive, and uninviting feel to women through their marketing, which contributed to their loss of a potential target market.  <\/p>\n

In light of this revelation and its pursuit of change, Under Armour<\/u><\/a> created its ‘I Will What I Want’ campaign to adjust its brand image<\/strong> and cater to the new target market, female athletes and women fitness enthusiasts.\u00a0\u00a0<\/p>\n

The Under Armour marketing strategy did not take the project lightly and teamed up with the New York advertising agency Droga5 to build this campaign. Many businesses are now turning to online advertising agencies<\/u><\/a> to help them maximize their efforts and appeal more to their new target audience.<\/p>\n

The brand<\/a> decided to incorporate American ballet dancer Misty Copeland and Brazilian model Gisele B\u00fcndchen as brand ambassadors and released their newest marketing video ads.<\/p>\n

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