Running head: UNDER ARMOUR INC. 1
Under Armour Inc. Marketing Analysis
Principles of Marketing — MKT 3113
Dr. David Rylander
Texas Woman’s University
10/04/2020
UNDER ARMOUR INC. 2
Under Armour Inc. Marketing Analysis
Introduction
In this paper, I am going to do an analysis of Under Armour Inc. under the three sections,
namely; Product-Market Analysis, External Situation Analysis, and Market Mix, based on the
company’s current situation. Under Armour is an American based apparel company that
manufactures well-engineered state-of-the-art sports equipment and accessories such as sports
clothing, shoes, and accessories. Under Armour sells its products in retail stores, factory houses,
and online (About, n.d.). In this paper, I will begin with the Product-Market Analysis, followed
by External Situation Analysis, and finally, Market Mix.
Product-Market Analysis
Under Armour, Inc develops, markets, and distributes a variety of the company branded
quality performance footwear, apparel, and sports accessories for all the age groups ranging from
children to adults, and their products are made for all, male and female. The first category of
products is geared towards the seasons, and these include HEAT GEARS, COLD GEAR, and
ALLSEASONGEAR. The heat gear products are designed for hot temperatures with special
microfiber fabric that absorbs moisture from the body, thus helps in cooling the body and makes
the body dry and light. COLD GEAR fabrics are designed for cold weather.
ALLSEASONGEAR fabrics are designed to keep the body cool and dry for use in moderate
temperatures (Soni, 2014).
The next category of products includes the company’s brander footwear products. This
range of products was launched in the year 2006. The footwear products include softball and
football studs, slides, running footwear, hunting boots, training footwear, and basketball
UNDER ARMOUR INC. 3
footwear. This range of products forms a high-growth driver for the company. Examples of
footwear products manufactured by Under Armour include UA HOVR Summit Fat Tire, UA
HOVR Breakthru, UA Harper 5, The Project Rock Collections, Carry 7, UA Embiid, UA Clone
Blur, UA Summit SS20, UA TriBase Reign, Anatomix Spawn Collection, Trek to the Summit,
and UA Baseball Home Run Derby Collection among others (Soni, 2014).
The final range of products manufactured by Under Armour includes head wears, gloves,
face masks, gloves, socks, team uniforms, baby and kid’s apparel, inflatable footballs, eyewear,
and inflatable basketballs. The company uses several licensees and collaborators, such as
Dwayne Johnson, to develop apparel and accessories products. With collaboration, the company
controls its brand and consistency (Soni, 2014).
There are several benefits the product users enjoy from Under Armour products. To begin
