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DeonteFlounory
IntroToMarketing
ProfessorLatif
FinalPaper/Project:5YearMarketingPlan
Company:UnderArmour 
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CompanyOverview
UnderArmour,Inc.wasfoundedin1996byKevinPlank.Asacompany,Under
Armourisinvolvedinthemarketing,developmentand“distributionofapparel,footwearand
accessories”foralldemographicsofpeopleincludingmen,womenandyouthofvaryingages.
UnderArmourproductscanbefoundintheUnitedStatesandseveralothercountriesincluding
China,theUnitedKingdom,CanadaandMexico.UnderArmourapparelisproducedinmultiple
styles,eachstylebuiltwithdifferenttechnology.Theirproductscanbesortedintooneofthree
typesof“Gear”:HeatGear,ColdGear,andAllSeasonGeararedesignedtooptimizeperformance
inanyweather.UnderArmourapparelalsovariesbyfit.Compressionfitandloosefitshirtsare
offeredinordertofillanyconsumer’sneeds.Inthefootweardepartment,UnderArmouroffers
cleatsfornumeroussports.Theirmostpopularlinesofcleatsaredesignedforfootball,baseball,
softball,andsoccer.UnderArmouralsooffersrunning,performance,andtrainingfootwear.In
2012,theyintroducedanewlineoffootwear:huntingboots.Thesameyeartheybeganselling
hats,bags,socks,teamuniforms,babyandkids’apparel,eyewearandcustommolded
mouthguardsasadditionstotheiraccessorydepartmentwhichalreadyincludedsportsgloves.
UnderArmour’sbiggestcompetitorsareNikeandAdidas.
ProductDescription
Ashaspreviouslybeennoted,UnderArmourproducesbothcompressionand
loosefitshirts.Thecompressionshirthasanultratightfitandisdesignedtobecomparabletoa
“secondskin”.Thisrigiddesignismeanttokeepsmusclestightduringexerciseandultimately
helpwithmusclerecoverytime.Thecompressionshirthas4waystretchtechnologyandflat
seamswhichallowonetomovefreelyinanydirectionwhileexercisingwithoutdiscomfort.The
shirtalsofeaturesaMoistureTransportSystemwhichwickssweatawayfromthebodyand
UPF30+tohelpprotectone’sskinfromsundamagewhileexercisingoutdoors.AntiOdor
technologyembeddedintheshirtalsopreventsodorduringexercise.UnderArmour’sregular(or
loose)fitshirtdesignincludesamoisturetransportsystem,antiodortechnology,andflatseams
liketheircompressionshirt.However,inlieuofatightfitand4waystretch,UnderArmour’s
3
casualTshirtisfittedlooselyandcomposedofbreathablefabric,makingitpracticalforboth
exerciseandeverydayactivities.
http://www.underarmour.com/shop/us/en/mensunderarmouralteregocompressionshirt/pid12
46520410
http://www.underarmour.com/shop/us/en/alteregobatmanpip/pid1253235001
CompanyStrategy
Vision:UnderArmour’svisionistoempowerathleteseverywhere. 
Mission:UnderArmour’smissionistomakeallathletesbetterthrough
passion,design,andtherelentlesspursuitofinnovation.
Goals:UnderArmour’sgoalistocompetewiththebest.Currently,“thebest”intheindustryis
Nike.UnderArmouraspirestocontinuetobeoneofNike’stopcompetitorsandmaintain