{"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":"2022-02-03T17:32:04","modified_gmt":"2022-02-03T16:32:04","slug":"under-armour-marketing-strategies","status":"publish","type":"post","link":"https:\/\/www.sortlist-test.com\/blog\/under-armour-marketing-strategies\/","title":{"rendered":"Under Armour Marketing Strategies in 2021: Rebuilding a Brand"},"content":{"rendered":"\n

It didn\u2019t take much for Kevin Plank to get the idea to create one of the world\u2019s biggest sporting apparel brands in the world<\/span><\/strong>. He set off on a mission to create moisture-wicking athletic apparel for amateur and professional athletes that eventually saw his brand beat out Adidas for the 2nd biggest sportswear brand in the world in 2014.  <\/p>\n\n\n\n

So, what marketing strategies does Under Armour use?<\/strong><\/p>\n\n\n\n

It\u2019s no secret that Under Armour<\/strong> marketing strategies<\/strong> are one of the best in the game with sales at just over $5 billion dollars<\/em> and having tripled its marketing investments<\/span><\/strong> in just 10 years. But the company has now dropped down in 4th position behind Puma, Adidas and the forever kings of sportswear, Nike.<\/p>\n\n\n\n

Let\u2019s blow the whistle and start this game of analysis on Under Armour marketing strategies<\/strong> that propelled itself to where it once was and how it plans to gain back its number 2 spot or even challenge its biggest rivals to the top in late 2021 and 2022.  <\/p>\n\n\n\n

Solving an Audience Gap<\/h2>\n\n\n\n

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

Some of its most notable endorsements include wrestler turned actor Dwayne \u2018The Rock\u2019 Johnson, swimmer Michael Phelps, basketball player Stephen Curry and the USA boxing team amongst many others. <\/p>\n\n\n\n

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

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

Less Macho, More Women.<\/h3>\n\n\n\n

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

In light of this revelation and their pursuit of change, Under Armour<\/a> decided to create its \u2018I Will What I Want<\/em>\u2019 campaign to adjust its brand image<\/span><\/strong> and include women amongst its target audience.  <\/p>\n\n\n\n

Under Armour 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<\/a> to help them maximise their efforts. <\/p>\n\n\n\n

The brand 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\n\n\n

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