Frances Lyons Sport Marketing And Media

Frances Lyonsspt 608 Q3401 Sport Marketing And Media 21tw3professor Wi

Analyze the marketing strategies and media approaches used by Under Armour, including its founding, growth, key marketing campaigns, challenges faced recently, and how company culture issues have impacted its brand image. Discuss how Under Armour's focus on athlete endorsements and innovative products contributed to its initial success, and examine the recent struggles and cultural issues that threaten its competitive position in the sports apparel industry. Provide insights into future strategies the company could adopt to regain market leadership and improve its corporate image.

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Under Armour, founded in 1996 by Kevin Plank, has established itself as a prominent player in the sports apparel industry by emphasizing innovation, athlete endorsements, and targeted marketing campaigns. Its initial success was driven by the creation of moisture-wicking synthetic shirts that kept athletes dry and comfortable, filling a gap in the athletic wear market. Kevin Plank’s innovative approach and strategic use of athlete endorsements and professional sports partnerships catalyzed Under Armour’s rapid growth.

In its early years, Under Armour leveraged marketing strategies focused on athlete endorsements, sponsorship deals, and strategic placements with professional teams. Securing deals with NFL teams like the Atlanta Falcons, New York Giants, and Miami Dolphins, along with partnership with the NHL as its official apparel supplier, helped solidify its presence in professional sports. The brand’s marketing campaigns highlighted the performance-enhancing qualities of its apparel, emphasizing innovation and athlete performance. Its approach of giving free gear to high-profile athletes like NFL players and other sports competitors created strong brand associations with performance and resilience—attributes highly valued in the sports industry.

The company's emphasis on athlete endorsements played a pivotal role in building credibility and market visibility. By aligning with high-profile athletes such as Misty Copeland and Lindsey Vonn, Under Armour capitalized on the influence of sports icons to inspire consumers and establish a premium brand image. These endorsements not only showcased the technical attributes of their products but also enabled the company to connect emotionally with consumers seeking to emulate their sporting heroes.

Under Armour's strategic marketing extended into digital marketing, social media engagement, and innovative advertising campaigns. The brand actively used social platforms to reach younger demographics, fostering a community around athleticism and fitness. Its digital initiatives, including fitness apps and online communities, complemented its product marketing and reinforced brand loyalty. These tactics contributed to the company’s goal of positioning itself not just as a clothing manufacturer but as a lifestyle brand aligned with athletic performance and innovation.

Despite early successes, Under Armour faced recent challenges that threaten to undermine its market position. As reported by Valinsky (2019), the company experienced declines in sales, particularly in North America, with store and online sales dropping. This downturn was compounded by the departure of Kevin Plank as CEO, signaling a shift in corporate strategy. The new leadership aimed to enact a strategic, operational, and cultural transformation to address these issues. Such cultural problems were exacerbated by reports from former employees revealing inappropriate behaviors among executives, including attendance at strip clubs with athletes, which drew criticism from the women's sports community and tarnished the company's reputation (Horowitz & Meyersohn, 2018).

These cultural issues have negatively affected viewership, partnerships, and sponsorships, prompting calls for stronger corporate governance and ethical standards. The controversy has damaged Under Armour’s brand image, especially among women and socially conscious consumers, and has led to a reevaluation of its marketing approach. As a response, the company is under pressure to improve transparency, promote diversity, and reshape its corporate identity to regain consumer trust and loyalty.

The struggles faced by Under Armour highlight the importance of adaptive marketing strategies and corporate social responsibility in maintaining competitiveness in a highly saturated market dominated by Nike and Adidas. To regain ground, Under Armour needs to innovate continuously, strengthen its athlete endorsement approach with more sustainable and socially responsible branding, and enhance its corporate culture. Strategic investments in digital marketing, product innovation, and authentic brand storytelling could help differentiate Under Armour from its competitors.

Furthermore, the company could focus on expanding its direct-to-consumer channels and enhancing its e-commerce platforms, capitalizing on growing online retail trends. Partnering with emerging athletes who embody positive societal values may also rejuvenate its brand image. Strengthening community engagement initiatives and sustainability practices can appeal to socially aware consumers, providing a competitive edge.

In conclusion, Under Armour's early success was largely attributed to its innovative products and athlete-centric marketing campaigns. However, recent financial struggles and internal cultural issues threaten its future growth. To overcome these challenges, Under Armour must adopt a holistic approach that includes product innovation, authentic brand storytelling, ethical corporate practices, and strategic marketing adaptations. Through these efforts, the brand can regain its competitive edge and establish a strong, reputable presence in the global sports apparel market.

References

• Barrabi, T. (2020, June 23). How Under Armour was founded. Fox Business.
• Horowitz, J., & Meyersohn, N. (2018, November 6). Under Armour tells employees journal report on culture was “tough to read.” CNN.
• Pafitis, E. (2020, September 30). What Can Be Learnt From Under Armour’s Marketing Strategy? StartingBusiness.
• Valinsky, J. (2019, October 22). Under Armour Founder Kevin Plank is stepping down as CEO. CNN.
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• Barrabi, T. (2020). How Under Armour's marketing helped it grow. Fox Business.
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