Under Armour

Skills Highlight: Market research, strategic positioning, brand partnerships

Brand Strategy Pitch

Overview

Under Armour has successfully positioned itself as a performance-driven brand with a stronghold in men's athletic wear. The company made a significant leap into the female market with its 2014 "I Will What I Want" campaign. To maintain its growth and compete with other brands, UA should further develop partnerships and messaging towards niche markets that align with UA’s brand identity of toughness and resilience.

Expanding into Niche Markets

Tough and Grit

Under Armour’s brand has been built on the ethos of grit, performance, and resilience—values that resonate deeply with combat sports and high-intensity training communities.

Grappling Sports

These combat sports demand technical apparel that is sweat-wicking, durable, and high-performance, which aligns with UA’s expertise. The rash guard market—valued at approximately $13.6 billion globally in 2023 (Statista, 2023)—present a niche opportunity for UA to leverage its existing fabric technology and economies of scale to compete with niche brands dominating this space.

The CrossFit Games

The tactical fitness market has been growing steadily, with military-inspired training programs gaining mainstream popularity (IBISWorld, 2023). By sponsoring these events and launching specialized product lines, UA can deepen its foothold in this lucrative segment.

Product Placement in TV & Social Media

Under Armour & MTV’s The Challenge - A Case Study in Brand Awareness

Under Armour’s long-standing partnership with MTV’s The Challenge from 2008 to 2024 was an underrated but highly effective brand placement strategy. Each season, contestants were outfitted in UA gear, reinforcing the brand’s image of performance under extreme conditions. This subtle product placement created an organic consumer journey, especially as the show moved to streaming platforms:

  1. A viewer watches an intense elimination round where contestants wear UA apparel.

  2. The viewer takes a screenshot and shares it on social media, sparking discussions about the show.

  3. While scrolling, the same viewer is served a UA ad on Instagram, reinforcing brand recall.

  4. The viewer visits UA’s website or retail store, influenced by repeated exposure.

The recent shift of The Challenge partnership from UA to TYR stirred discourse among longtime fans, proving how impactful this relationship was (Reddit & Twitter discussions, 2024). Expanding this strategy across additional reality sports competitions or fitness-based content on streaming platforms could drive even greater engagement.

Marketing Strategy Recommendations

Mobile Digital Ecosystem

Increase investment in digital marketing, leveraging social media and streaming platforms to foster engagement on mobile devices. With 92% of consumers trusting recommendations from friends and family over traditional advertising (Nielsen, 2023), viral word-of-mouth marketing and influencer-driven campaigns can drive higher conversion rates. Additionally, integrating shoppable social media posts and interactive ads can create frictionless purchasing experiences.

Rethinking Athlete Partnerships

Everyday Competitors Over Celebrities, Under Armour should shift focus to partnering with reality TV athletes, niche combat sport competitors, and CrossFit athletes who have highly engaged, niche audiences. This approach would foster authentic connections while reducing the risks and costs associated with high-profile endorsements. Studies show that 87% of consumers prefer relatable influencers over traditional celebrities for product recommendations (HubSpot, 2023).