Based in the United States, Under Armour are at the cutting edge of sports clothing and accessories. Kevin Plank, Under Armour’s founder, started the company at the young age of 23. Like most great businesses, Under Armour had humble beginnings (the company was started in his grandma’s basement).
But in order for a sports clothing company to last 20 years against Nike, Reebok, and Adidas, there needs to be something unique or special about their offering. In Under Armour’s case, the uniqueness was found in Kevin Plank’s problem-solving prowess.
Plank, himself an athlete, noticed that physical activity left his compression shorts dry while the T-shirts worn underneath his jerseys were soaked with sweat. Seeking a solution, he made a T-shirt using moisture-wicking synthetic fabric.
The design was soon perfected, much to the joy of athletes. Nike, Adidas and Reebok followed suit, offering similar products of their own.
Under Armour: Branding, marketing and positioning
When it comes to the Australian market, Under Armour believes that their success can be largely attributed to their targeting of millennial consumers. Under Armour is set to open standalone stores in both Sydney and Melbourne, having recently opened its first in the Gold Coast.
But promoting the brand in Australia was always going to be tricky. Under Armour is widely recognised for its association with American football and basketball – two sports that are far less relevant in Australia than cricket and Aussie rules football.
Jason Archer, Under Armour’s vice president of emerging markets, believes that millennials connect with the brand strongly enough to mitigate that fact. “I think the young consumer has really grasped the brand. We really resonate with the millennial consumer. We often say our parents wore Adidas, we wore Nike and Under Armour’s our children’s brand,” says Archer.
Archer adds that Under Armour’s presence is strong in the digital realm, something millennial consumers are more than familiar with. Combined with a health-conscious image, this digital awareness contributes to a brand that ticks all the boxes for modern millennials.
Under Armour and the future
Nike, Adidas and Reebok are still going strong. Under Armour, successful as they are, must still compete against these sporting juggernauts in order to remain viable and continue growing.
That’s going to involve constant innovation on their part. Under Armour plays in the technological realm, and modern day technology is constantly evolving, changing and progressing. If Under Armour wants to stay relevant in this medium and continue to appeal to millennials, they’ll have to match the innovative demands the space asks of them.
We’re excited to be part of Under Armour’s future in Australia as their media agency partner. The brand is wildly successful, and a sublime example of what good businesses should be and do in the modern world.
