Under Armour Marketing Plan i4u30

Cassidy Robinson 1

Under Armour

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Table of Contents Under Armour History Product Description Company Analysis Customer Analysis Competitors S.W.O.T. Analysis Marketing objectives Communication Objectives Advertising Objectives Media Objectives Public Relation Objectives Launch Strategies Success Metrics Press Release Executive Summary

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Under Armour History

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History Of Under Armour In 1996, when 23 year old football player, Kevin Plank, struggled with having to change multiple times a day during football season because of how much he was sweating. He decided that there had to be a better option out there. He wanted to find a solution to his sweat soaked cotton T-shirts. 5

After lots of research on materials, fabrics and athletic material Plank’s new company, Under Armour, designed the first of many moisture-wicking fiber shirts, which helped the football players stay dry, and cool even in the hottest of conditions. He called this first design a HeatGear T-shirt, also named #0037. After great success with his HeatGear T-shirt line Plank introduced two new lines of T-shirts known as ColdGear and AllSeasonGear. The ColdGear allowed athletes to stay warm and dry even in the coldest of conditions. And the AllSeasonGear was designed to keep athletes comfortable between all extremes. In 1999, one pivotal moment for Under Armour that helped to get them recognized was their involvement in the film Any Given Sunday staring Al Pacino and Jamie Fox. Due to product placement in the film the Under Armour gear was worn by the football players in the movie, putting their merchandise right in the limelight. In 2002, due to its continued growth, Under Armour moved its global headquarters to an old soap factory in south Baltimore. With this large amount of growth the company decided to create its first TV commercial featuring former University of Maryland football star Eric "Big E" Ogbogu and a group of young athletes. This TV commercial established the brand through every household across the US and made it become a regular name to people everywhere. In 2003, with growing demand and success Under Armour launched its women’s line, UA Women. In 2004, Under Armour also created a new line of activewear specifically for boy’s and girls and outdoor athletes. Another big success by Under Armour was the launch of its Golf line in 2005.

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Less than 10 years after its launch, Under Armour ended the year with $281 million in revenue. In 2006, Under Armour wanted to achieve even more and set out to clothe the athletes from head to toe. Under Armour started a new campaign called, Click-Clack. This branched into the footwear business and was done through a line of football cleats. The brand captured a 23% share of the market in just the first year. Due to the enormous success of the football cleats Under Armour expanded to include baseball, softball and lacrosse cleats. In 2008, Under Armour revealed its highly anticipated line of performance trainers marking its official entry into the athletic footwear market. The year 2010 ended with an incredible financial milestone for Under Armour as it had sured $1 billion in annual revenue almost quadrupling revenues in a five-year period. As the company grew so did their ability to start making a presence in other countries. They started making deals with professional teams in Japan, Europe, Canada, and Latin America. In 2011 Under Armour opened its first-ever brand store in China. Also in 2011 Under Armour created a new line of Charged Cotton apparel that dried fast and performed, which gave the athletes the same waterresistant technology that they had loved with UA other lines of clothing. 17 years after its original launch of HeatGear, Under Armour took it to a whole new level once again with the launch of Armour39. This was the first-ever performance monitoring system that measures what matters most to an athlete: their WILLpower. (explaine what this is in detail)

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The brand's mission is to make all athletes better through ion, design, and the persistent pursuit of improvement. Its commitment to that mission has led to countless game-changing products that give athletes an advantage.

Product Description

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Product Description Mission Statement:

MAKE ALL ATHLETES BETTER

THROUGH ION, DESIGN, AND THE RELENTLESS PURSUIT OF INNOVATION Under Armour was created by a football player named, Kevin Plank , for football players. Over the years Under Armour has grown to creating and supplying products for men, women and children, within a wide range of sports and outdoor activites. The feature product that Under Armour designed is their wicking technology T-Shirts. The microfiber technology allows for the fabric to draw off the liquid from the body, keeping athletes cool and dry. Under Armour, designed the first of many moisture-wicking fiber shirts, which helped the football players stay dry, and cool even in the hottest of conditions. He called this first design a HeatGear T-shirt, also named #0037. After great success with his HeatGear T-shirt line Plank introduced two new lines of T-shirts known as ColdGear and AllSeasonGear. The ColdGear allowed athletes to stay warm and dry even in the coldest of conditions. And the AllSeasonGear was designed to keep athletes comfortable between all extremes. Under Armour has also started a line of shoes. They started off with cleats and moved on to creating running/athletic shoes. Under Armour’s goal is to satisfy the needs of a wide variety of sports and athletic endeavors. They have everything from swimming and biking, to racquetball and golf. Each product line that they have added is specifically engineered to give that athlete the best possible experience.

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Product Life Cycle Introduction: 1996-1998   

Brand New Idea Synthetic microfiber wicking T-shirts created for Football players Under Armour introduced HeatGear, ColdGear, and

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AllSeasonGear Due to exponential growth UA moved headquarters to Baltimore

Growth: 1999-2001  

Sales continued to grow Featured in the film Any Given Sunday staring Al Pacino and

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Jamie Fox Bought first big print ad in ESPN generating $750,000 increase in

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sales Gained relationships with Major League Baseball, National Hockey League, and the Baltimore Marathon

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Growth: 2002-2005  

In 2003 Under Armour launched its first TV campaign Under Armours Slogan “Protect This House” became huge among

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athletes Launched its women’s line in 2003 In 2004 launched a boy’s and girls line In 2005 UA introduced it new line of Golf attire 10 years after its launch UA ended the year with $281 million in revenue

Growth: 2006-2010    

2006 wanted to dress athlete head to toe Began the knew Click-Clack campaign and introduced cleats Captured 23% market share in first year In 2008 they revealed their line of performance trainers (athletic

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footwear) Roster of athletes grew Ray Lewis, Lindsey Vonn, Georges St0Pierre, Brandon Jennings, Michael Phelps, Tom Brady, and

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Sloane Stephens Opened a European headquarters in Amsterdam Built first branded-retail store in Annapolis, MD

Growth: 2010-Present  

Growing worldwide, Latin America, Africa, Europe, Canada, Asia 2011 UA opened first branded store in China and became the official technical partner to Tottenham Hotspur of the Barclays

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Premier League 2011 developed cotton charged apparel that dries fast and performs

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In 2013 UA launched performance monitoring system Revenue is around $2 billion annually and the brand is recognized worldwide as a global leader

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Positioning Under Armour wants its customers to view the brand as top of the line athletic performance gear with technologically advanced fabric with wicking properties for every man, women, child, athlete, and sports fan out there. They have a wide variety of clothing options for a wide variety of sports and outdoor activities. They believe that every activity needs its own identifiable products made with innovative material that will never cease to impress. Under Armour continues to grow and reposition its brand in new and innovative ways. Their worldwide athletic campaign has taken the athletic market by storm and they still continue to surprise us with their astounding products.

Points Of Difference Features: 

Technologically advanced fabrics and materials

Attributes:   

Microfiber Material Wicking Technology Wide range of products for different activities

Benefits:   

Lightweight Keeps you dry (absorbent) Anti-odor technology prevents the growth of odor causing

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microbes Reaches large cliental

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Distributors:           

Under Armour stores Sports Authority Dick’s Sporting Goods Big 5 Sporting Goods Sport Chalet Golfsmith Angler’s Choice Bass Pro Road Runner Turners Outdoorsman Soccer Fanatic: San Diego

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Company Analysis

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Company Analysis Goals: Under Armour has been in a continuous state of growth since it’s creating in 1996. They survived the recessions and continue to thrive with their consistent ability to adapt and change to the growing needs of the athletic market. However, now that the company has achieved so much growth in annual revenue and a massive amount of market share they need to focus more of their attention on corporate social responsibility.

Focus:     

Bring global awareness to athletes everywhere Be able and stay humble Take risks and strive for greatness Empower, , challenge, and inspire Develop more focus on social responsibility

Culture: “Culture’s a really powerful thing. It’s an incredibly important thing in every organization,” (Kevin Plank, Founder and CEO). Under Armour wants to dedicate themselves to be a top of the line athletic brand that will always go above and beyond the expectations of the customer. Under Armour has so many famous and talented athletes ing their brand, that it has allowed them to grow within the athletic market. Also Under Armours commitment to being the best has given them numerous opportunities to be featured in movies and their products worn by celebrities. This allows customers to see the extent of their brand and the quality behind their products.

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Market Share: In 2014 Under Armour sured Adidas to become the number two athletic sports brand behind Nike. Under Armour had $1.2 billion in sales, Adidas had $1.1 billion and Nike came in with $8.9 billion in sales. Nike has 44 more years of market exposure than Under Armour. This newly emerging company is gaining more popularity among activewear customers and is eating away at Nike’s market share. This company is growing and exceeding all expectations originally given.

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Customer Analysis

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Customer Analysis Market: The activewear market has grown 1% in the past year and the total sales have reached $206.3 billion. Activewear sales have increased significantly because customers are no longer just wearing activewear to the gyms, but they are now “hanging out” in activewear. Consumers want to be comfortable and versatile. Activewear in this current market has become a fashion statement that allows consumers to express not only themselves, but also a sense of athleticism and wellbeing. Due to this growing demand competitors have had to find new and innovative ways to stand out amongst the competition. They have done this with innovation, creativity, color and uniqueness with their designs. The main reason that the activewear market has boomed so much is the comfort that is associated with the activewear. According to Cotton Incorporated around 73% of the customers who have adopted the activewear trend did so with purposes other than working out, such as comfort. Wearing clothing meant for the gym has become a new trend and style. Consumers not only want to be comfortable, but they also want to look healthy. By wearing athletic clothing it can lead them to be looked by others as if they workout or go to the gym. Exercise and health are growing in awareness around the United States and the demand for activewear is growing with it. (statistics behind it)

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Types of Customers: Under Armour targets a wide variety of customers who are both male and female with different athletic, outdoor, sport needs.

Primary Customer:  Female age 25-40  Income level $50,000 and above  Interested in gaining a better workout experience Secondary Customer:   

Female age 18-25 Income level $10,000 to $30,000 Interested in athletics, getting into shape, or exploring outdoor activities

Tertiary Customer:  Adults Male and Female age 40 and over  Income level $50,000 and above  Interested in maintain a healthy lifestyle or spending more time being active with family

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Value Drivers: Under Armour has many female athletes and models in numerous sports and activities that they endorse. Some of these famous individuals that and promote their brand are, Misty Copeland, Lindsey Vonn, Gisele Bündchen, Brianna Cope, and Kelley O’Hara. Under Armour has consistently delivered top of the line sports apparel that caters to many of the needs of its customers. Under Armour just released its new line of Cotton Charged tshirts that deliver the same dependability and high quality that the microfiber t-shirts provide. This new line of Cotton t-shirt allows for more movement while working out. Under Armour does a large amount of sales through their website and the websites of the retailers from which the goods are sold. Under Armour is sold in almost every sports store in the country and is even sold in numerous stores globally. They have 146 stores in the U.S. However, most of Under Armour sales (80% of its business) are done through 20,000 retail stores (such as Dick’s Sporting Goods, the Sports Authority and Big Five) in the U.S. and overseas. (think about growing the brand)

Decision Making: Under Armour promotes sustainability and responsibility to both the environment and their workers. Although they are still trying to improve their environmental footprint within the, manufacturing and packaging of their products, they are committed to lessening their environmental impact. Under Armour’s green products are made from recycled plastic bottles and in the year 2011 they converted over

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2,000,000 one liter bottles. (www.recyclebank.com/partner/underarmour-com) It is of upmost importance to Under Armour to maintain a strong commitment to keeping the health and safety of their workers in place. Both their suppliers and subcontractors must provide the employees with safe and healthy working conditions. Being a socially responsible company, they hold their suppliers, manufacture, and vendors to the regions rules and labor regulations. They want to ensure that all companies comply with all of the workplace conditions, safety and environmental laws and regulations of that region. Under Armour wants to keep their products green and make sure that they maintain a safe and healthy working environment.

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Competitors

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Competitors The athletic apparel industry is highly competitive in not only the US, but around the world. The leading brands that compete globally are Nike, Reebok, and Columbia Sportswear Company. When Under Armour developed and became the leading provider of the wicking technology the other competitors saw the success of this new idea and did their best to copy the technology in order to stay a relevant brand. There is intense competition with these brands and as styles and trends are consistently changing and becoming brighter, more outgoing, and full of patterns. Under Armour has not only managed to remain the first mover of this wicking technology, but is also one of the main providers of these colorful, pattern filled athletic goods.

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Strengths:  Very competitive pricing  Number one sports brand 

Has a strong marketing position with top athlete sponsors

Weaknesses:   

They are not socially responsible Increasing cost Lack of brand stores

Opportunities:   

Successful in creating innovative products Favorable among industry with new trends and fashion Many emerging markets that are great for more growth

Threats:   

Growing competition from Under Armour and Lululemon Economic issues due to high product costs Nike does a lot of sales outside of the United States and the currency translation can hurt results

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Strengths:  Lower costs appeal to majority of Americans  Most of its sales are through department and sporting good stores  Does a lot of sponsorships with companies and teams nationally and internationally

Weaknesses:  They are starting to lose their foothold within the athletic industry because of new competition  They also suffer from counterfeit products being sold which hurts their reputation.

Opportunities:  Company could expand more into youth clothing  They could look into improving products  Gaining more sponsorships from top tear athletes Threats: 

Fluctuating exchange rates of currency can cause losses to the

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company The issues with fake and duplicated products being sold under their brand

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Strengths:  The brand is known in over 72 countries and has over 13,000 retailers  The brand has 7 decades of history as the largest American Ski apparel brand  They own all facets of their production process which cuts down on production costs

Weaknesses:  The brand is not very well know internationally  The brand does not as aggressively as its competitors Opportunities:   

Company could expand operations over seas Increase marketing efforts to expand brand recognition Expand target market to reach more segments of the population

Threats:  Less consumer loyalty due to market fragmentation  Counterfeit products being sold at a much lower price  Not well known outside of the USA

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S.W.O.T. S.W.O.T. Analysis Analysis

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S.W.O.T. Analysis Strengths:      

Very recognizable brand logo that is highly respected They have many athletic sponsorships in a wide range of sports First brand to enter microfiber (wicking) market Exceptional microfiber technology Wide range of products and prices Targets all segments of the athletic market

Weaknesses:    

Higher prices than competitors Strong competitive market More male targeted than female Have not been within the Athletic market for a long time

Opportunities:  Expand on designs and products for the female market  Increase number of brand stores  Expand into new markets that have yet to be explored Threats:  Fairly new company  New expanding competitors 

Economic issues because they have higher prices

Marketing

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Marketing Objectives 

Objective #1: To achieve a sales goal of 4 billion for fiscal year

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2016. Objective #2: To grow market share to 20% for fiscal year 2016, Objective #3: To open up new brand stores through out California, Florida, and New York for fiscal year 2016. In order to reach our marketing objectives Under Armour has

decided to expand on their markets in hopes to increase brand awareness. Advertising will be implemented through the use of billboards, magazines, major television channels, online, and social media sites. These ments will be centered on targeting females both athletes and non-athletes. We intend to create an image for our brand that is well known, reliable, and competitive. Under Armours marketing team will be creating a detailed schedule of ments that are going to run during the fiscal year 2016. The ments will take place during the prime gift giving months, after new years resolutions, and during the summer months to promote good health (December, January, February, June, July, and August).

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Communication Objectives

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Communication Objectives 

Objective #1: To achieve a reach of 65% of our target market for

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fiscal year 2016. Objective #2: To use a substantial amount of advertising to increase impressions (opportunity to be exposed to the message there by increasing awareness and trial).

Primary Market: Middle age working females interested in maintain a healthy lifestyle

 Female age 25-40  Income level $50,000 and above  Interested in gaining a better workout experience Secondary Market: Young college students who are athletes or just students interested in maintaining a healthy lifestyle   

Female age 18-25 Income level $10,000 to $30,000 Interested in athletics, getting into shape, or exploring outdoor activities

Tertiary Market:  Adults Male and Female age 40 and over  Income level $50,000 and above  Interested in maintain a healthy lifestyle or spending more time being active with family

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How will we reach our target market? Our new and innovative ments and promotions will be used to communicate the benefits of our products to the target market. With new creative designs Under Armour hopes to appeal to the younger generation. We want to focus not only on our top of the line athletic products, but the attractiveness of the designs as well. For the tertiary female market we will still promote our creative designs, but emphasize the comfort and iveness of the products. We hope to gain more female celebrity endorsements to promote the brand within the female athletic apparel market. We want the brand to be promoted in a way that both the younger and older generations feel comfortable and happy with the new products. Having multiple female role models endorsing the brand can help with not only brand recognition, but also a positive brand image. Due to the diversity of our demographic, the forms of communication that will be used are going to be print, billboards, transit, and also social media in order to reach the younger more technologically biased generations.

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Advertising Objectives

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Advertising Objectives 

Objective #1: To increase the intent of the target market to

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induce trial by 17% for fiscal year 2016. Objective #2: To increase brand name and recognition by 20% for fiscal year 2016. Under Armour intends to promote the new elements of their

brand through ments with billboards, print, and commercials. We plan to run most of our ments during December, January, February, June, July, and August. There will be print ments in magazines and billboards in active city locations. We will also be implementing T.V. ments that will help to reach a broad range of our markets.

Billboards:  

Clear Channel Communications California-Los Angeles, San Francisco, San Diego, Sacramento, San Jose, Oakland, Santa Barbara, Anaheim, Long Beach, Santa Monica, Malibu, Irvine, Santa Cruz, Pasadena, Riverside, Stanta Ana, Huntington Beach, Newport Beach, San Bernardino, San Luis Obispo, Calabasas, Temecula, Redding,

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Laguna Beach, Carlsbad, and Burbank Florida-Miami, Orlando, Tampa, Fort Lauderdale, Jacksonville, Tallahassee, Daytona Beach, Palm

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Beach, and Venice Beach New York-New York City, Rochester, Albany, and Buffalo

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Magazines:  Cosmopolitan Magazine    

Woman’s Health Runner’s World Oxygen FitnessRx

T.V. Commercials:     

MTV ESPN Lifetime E! Oxygen

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Media Objectives

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Media Objectives

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Objective #1: To increase social media coverage via Facebook,

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Twitter, and Instagram by 13.5%. Objective#2: To maintain strong brand recognition through all

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forms of social media. Objective #3: To create a 12 month I Will What I Want campaign for Under Armours woman’s campaign.

Under Armour plans to increase use of Social media including Facebook with an additional 1.3M likes, Twitter with an additional 700k followers, and an additional 1.75M followers on Instagram. We also by promoting the use of the hashtag, #IWillWhatIWant, we hope to gain brand recognition and for Under Armours new line of women’s apparel.

Internet    

https://www.facebook.com https://www.twitter.com https://www.instagram.com https://www.tumblr.com

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Public Relations Objectives

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Public Relation Objectives 

Objective #1: To garner at least 25 news worthy articles in

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targeted media for fiscal year 2016. Objective #2: To create public awareness for the social

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responsibility of the brand for fiscal year 2016. Objective #3: To promote a strong corporate image in order to obtain a halo effect for the overall brand.

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Social Responsibility To help improve their social responsibility Under Armour will start a campaign with two companies, Project WomanKIND and Women for Women. We have decided to target our campaigns for improving life for women. Project WomanKIND is a web series campaign that is featured online to help promote a positive body image. As Under Armour tries to target a new market they need to reevaluate what that market might look like. UA wants to start promoting a wide variety of body images in its new add campaign to better appeal to all of its clients who may work out, but not have that perfect size two body. UA plans to hold a special launch of new lines at a fashion show in New York. Tickets will be d and sold with all profits being given to the Women for Women organization. Promotions, teasers, and invites would be created prior to the even in March of 2016. This event will also be broadcast across the country and will be featured in the new Under Armour brand stores. Women for Women is an international foundation that was created more than 20 years ago. They help women who are facing violence, marginalization, and poverty as a result of war or conflict. Their mission is about teaching women the basic skills in life needed to take care of yourself. This organization shows them how to earn and save money, develop health and well-being, how to have a voice, and how to stay connected within their society. Under Armour wants to promote its new Women’s line of clothing with the knowledge that there are women out there suffering, so what can we do to help? They are going to take 10% from every woman’s item sold throughout the fiscal year 2016 and donate it to the Women’s resource centers throughout these struggling countries. 48

March 26, 2016

Under Armour Launches "Project WomanKIND" Campaign Featuring four Australian Models, Jessica Vander Leahy Olivia Langdon, Sophie Sheppard, Stefania Ferrario and Margaret Maherson.

"Project WomanKIND" will be promoting a Internet and TV campaign along side Under Armour to promote their new line of woman’s athletic wear.

New York, NY (March 26, 2016) – Today Under Armour (NYSE:UA) unveiled its Project WomanKIND marketing campaign, which defines the brand's vision for promoting a healthy body image for women. The campaign started at their fashion show in New York today, which featured a wide variety of models in all shapes, sizes, and ethnicities. Along with the fashion show Under Armour plans to launch their new TV Ad campaign featuring more average sized models. The concept of the 'Project WomanKIND' campaign is simple — you should love your body and what you wear. Under Armour wants to promote its new line of clothing for all woman no matter their size. Due to society norms woman have been branded with a body image that relates to the typical size 2. However, most athletes are larger and stronger and Under Armour’s new campaign hopes to promote that success and feature more average sized women. "Under Armour provides the gear, equipment and digital tools that every athlete needs to push through a tough workout. But they also want to give them that extra inspiration to improve everyday, to keep building their inner army and to stay focused on success even when the going gets tough.” Adam Peake, Executive Vice President, Global Marketing, Under Armour. From the original tight t-shirt to the Armour® Collection of today, Under Armour's goal has remained the same: to revolutionize the way athletes dress and train. The key to this campaign is the average women who will be featured throughout the campaign, demonstrating how products function across various end uses.

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March 5, 2015

Under Armour Opens First of Ten "Brand House" Specialty Retail Store Global performance brand expands to cities throughout California, Florida, and New York with its largest Brand House opening yet in New York, NY.

Baltimore, MD (April 5, 2016) - Under Armour will open the doors of its newest specialty retail location tomorrow in the heart of New York at the city's premier retail destination. With a focus on cutting-edge products and design, the New York Brand House will serve as a stunning example of the brand's commitment to offering customers a superior shopping experience. This branded house will feature all of their men's, women's and youth apparel, footwear and equipment, the New York Brand House will also be the first to launch the new line of Project WomanKIND apparel. Under Armour's newest store will feature two floors of the brand's latest innovations across various product categories, including outdoor, team sports, training, running, golf, studio, youth and footwear. The New York Brand House features nearly 30,000 square feet of interactive retail space and delivers a fully immersive brand experience, telling the brand story through digital displays that inform and inspire. There will also be digital displays that feature the new Project WomanKIND campaign and also more that feature the I Will What I Want campaign. Under Armour's newest specialty retail location also reinforces the brand's connection to New York and the surrounding areas. This is very important to Under Armour to make sure that it is staying connected with its customers and making sure that all of their needs and addressed. These ten new Bran House stores will give Under Armour a new competitive edge. Making them the destination spot for many of their customers. To celebrate the store opening, Under Armour will be giving away some of its new Project WomanKIND apparel and the will also have personal trainers on staff to run workouts and boot camps for the day. The New York Brand House will be open Monday - Saturday 10:00 a.m. to 9:00 p.m., on Sundays 11:00 a.m. to 7:00 p.m. and can be reached at857-985-8756. For more information on

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Under Armour and the Under Armour® Brand House, please visit UA.com and @UnderArmour on Twitter and Instagram using #UANewYork. ###

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Launch Strategies

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Launch Strategies Media Schedule: The objectives that I have implemented for the fiscal year 2016 will be met with a carefully calculated media plan. Throughout this next year our new woman’s campaign along with the opening of our new stores will be marketed at the most pivotal points of the year, near Christmas time, after the first of the year, and before summer. Along with promoting ourselves through media we will also be using social media. Postings on our social media s are free so we will create more here in hopes of reaching out to a larger community. We will be placing our ad for our new woman’s campaign on our social media as well as a copy of the fashion show after it happens in March. We will also for tickets to the fashion show starting in January. All our new athletic endorsements will be centered on promoting women. We hope to gain a wider variety of endorsers that range outside of just your average athlete. We want women to relate to the new brand through a more realistic endorser such as Rebal Wilson.

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ments I

I Will What I Want

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MENTS

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Project WomanKIND I Will What I Want

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Summary Protect This House I Will

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Success Metrics While we understand our objectives are obtainable we do realize that they may not be reached, this is the minimum number that we would like to see in order to have completed a successful campaign for the fiscal year of 2016. The marketing success that Under Armour wants to achieve are sales of 3 billion, market share growth of 15%, Launch at least 10 new brand stores, and become more socially responsible. We will be successful if we reach 50% of our target market through our branded communications and also strive to improve brand impressions, there by increasing awareness and trial. Advertising is the key to our success this next year and we will strive to increase trial and brand awareness buy at least 15%. Under Armour wants to increase its social media coverage by 10% on Facebook, Twitter, and Instagram in order to maintain strong brand recognition. Finally Under Armour wants to obtain at least 5 new worthy articles every quarter in order to promote their corporate social responsibility. They also want to increase their involvement with social issues in hopes to create a more positive brand image.

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Executive Summary Under Armour entered into the athletic apparel industry 15 years ago and has grow into a globally known company. It has become one of the top industry leaders for athletic apparel and gear. Through continual market expansion this company has been growing at a steady rate and has the potential to grow even more. Under Armour plans to reach a sales goal of 4 billion for the fiscal year 2016. As well we intended to grow our market share to 20% to gain a larger foothold within the athletic apparel market. It is our hope that with our extensive 12-month campaign we will achieve the goals that we have set out to reach and grow more as a company. After completing our fist year of the ‘Project WomanKIND’ campaign Under Armour believes that not only will the reach their goals, but they will also solidify a stronger future within the Athletics industry. Following this campaign we hope to see a continual growth for their woman’s apparel line. In order for us to reach their success we will depend on us reaching our marketing objectives of $4 billion for sales, 20% market share gain, and brand expansion with the launch of our new Under Armour brand stores. This new channel of distribution will allow Under Armour to have more recognition. With stores centered around their new ‘Project WomanKIND’ campaign and the already existing ‘We Will What We Want’ campaign we will reach not only the target market but the secondary market as well. The strategy that we plan to implement will allocate certain times of the year where our advertising and new social responsibility events will be held and marketed to obtain the most coverage and recognition possible. With this media schedule in place the company

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should continue to grow along with its presence in the lives of our consumers.

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