Marketing Strategies of Under Armour: Redefining Excellence

Marketing Strategies of Under Armour: Redefining Excellence
Marketing Strategies of Under Armour

Founded in 1996 by Kevin Plank, Under Armour quickly became a dominant force in athletic apparel. Its dedication to innovation and superior performance earned the brand a loyal following. With its moisture-wicking fabric and cutting-edge technologies, Under Armour gained the trust of athletes worldwide. The company achieved impressive sales growth, reporting net revenues of approximately $4.5 billion in 2020. However, competition from sportswear giants Nike, Adidas, and Puma pushed Under Armour to a humbling fourth place. Undeterred, Under Armour is determined to reclaim its former glory. With a renewed spirit and sharpened marketing strategy, the company aims to rise from the ashes and challenge its rivals head-on. Though it may have slipped in the rankings, Under Armour remains resilient and driven. As the battle in the athletic apparel industry continues, Under Armour’s fighting spirit positions it as a contender ready to challenge and regain its rightful place at the top.

Net revenue of Under Armour worldwide from 2012 to 2022
Net revenue of Under Armour worldwide from 2012 to 2022

Under Armour - Target Audience
Under Armour - Marketing Mix
Under Armour - Marketing Campaigns
Under Armour Marketing Strategies

Under Armour - Target Audience

In the fiercely competitive realm of athletic apparel, Under Armour has masterfully crafted its brand to resonate with a specific and passionate target audience. With laser-like precision, Under Armour has set its sights on athletes, both aspiring and accomplished, who embody determination, perseverance, and an unrelenting pursuit of greatness. This select group forms the beating heart of Under Armour’s captivating and engaging narrative.

Under Armour’s target audience spans a broad range, encompassing both men and women, from youth to adults. This inclusive approach reflects the brand’s belief that athleticism knows no boundaries and is not confined to a specific gender or age group. Under Armour seeks to inspire and empower individuals across the spectrum, embracing diversity and fostering a sense of inclusivity within its sporting community.

Its appeal extends globally. While the brand has its roots in the United States, it has gained substantial traction and established a strong presence in international markets. Whether it’s the bustling streets of New York City, the football pitches of Manchester, or the basketball courts of Shanghai, Under Armour’s allure transcends borders, resonating with athletes worldwide.

Fitness enthusiasts, gym-goers, and outdoor adventurers seeking durable and performance-enhancing apparel find solace in Under Armour’s product offerings. Under Armour’s target audience is more than a group of consumers - it’s a community bound together by a shared passion for athletic achievement.

Nike’s Marketing Strategies: Winning Formula to Boost Sales and Loyalty
Nike’s marketing strategy focuses heavily on geographical location because sports vary so much from one place to another.

Under Armour - Marketing Mix

Fueling its meteoric rise to success is a meticulously crafted and finely tuned marketing mix. From innovative product development to captivating promotions, Under Armour’s marketing strategy is a symphony of boldness and effectiveness, propelling the brand to the forefront of the industry.


At the heart of its marketing mix is its product strategy. With an unwavering commitment to innovation, the brand constantly pushes the boundaries of athletic gear. Through extensive research and development, Under Armour engineers performance-enhancing technologies, such as HeatGear, ColdGear, and UA HOVR, that empower athletes to excel in their respective sports. By offering a wide range of specialized products for different athletic pursuits, Under Armour ensures it meets the diverse needs of its target audience, catering to their every performance requirement.


Complementing its exceptional product line, Under Armour’s pricing strategy strikes a delicate balance between value and quality. Positioned as a premium brand, Under Armour’s pricing reflects the cutting-edge technologies and superior craftsmanship that go into its products. By offering a perceived value that justifies the price tag, Under Armour creates an aspirational appeal, positioning itself as the go-to choice for serious athletes and fitness enthusiasts.


The promotional strategy is where the brand truly shines. With bold and captivating marketing campaigns, Under Armour weaves a compelling narrative that resonates with its target audience. By leveraging high-profile athlete endorsements and engaging storytelling, the brand inspires consumers with tales of dedication, perseverance, and triumph. Through strategic partnerships and collaborations, Under Armour amplifies its reach and taps into the cultural zeitgeist, further cementing its position as a trendsetter in the industry.


Distribution forms another crucial pillar of Under Armour's marketing mix. The brand employs a multi-channel approach, leveraging both physical retail outlets and e-commerce platforms to ensure broad accessibility for consumers. Through partnerships with sporting goods retailers and its own branded stores, Under Armour establishes a strong presence in key markets, while its robust online presence enables global reach and convenience.

By striking a harmonious balance between performance, aesthetics, and emotional appeal, Under Armour has not only redefined the athletic apparel market but also captured the hearts and aspirations of athletes around the world.

Under Armour - Marketing Campaigns

Under Armour’s marketing campaigns are a testament to the brand’s ability to captivate and inspire its target audience. Here are some of their top campaigns that have made a lasting impact:

I Will What I Want

This empowering campaign featured influential female athletes, including Misty Copeland and Lindsey Vonn, defying stereotypes and overcoming obstacles. The campaign celebrated the inner strength and determination of women in sports, encouraging them to embrace their ambitions and push beyond limits.

Misty Copeland - I WILL WHAT I WANT :30

Rule Yourself

This campaign showcased the intense dedication and relentless training of athletes such as Michael Phelps and Stephen Curry. The powerful imagery emphasized the idea that success is built on a foundation of countless hours of hard work, encouraging athletes to embrace the grind and pursue greatness.


Unlike Any

Under Armour celebrated the individuality and uniqueness of female athletes through this captivating campaign. It featured poetic narratives combined with striking visuals, highlighting the extraordinary stories and accomplishments of women who have broken barriers and defied expectations.

Natasha Hastings | UNLIKE ANY

The Only Way is Through

This campaign captured the resilience and mental toughness required for athletic success. It depicted athletes like Dwayne “The Rock” Johnson and Tom Brady battling through adversity and pushing past their limits, inspiring viewers to embrace challenges as opportunities for growth.


We Will

This campaign highlighted the unity and strength of the global sports community. It celebrated the perseverance and determination of athletes at all levels, encouraging individuals to keep pushing forward and never give up.

Under Armour | #WEWILL

These campaigns not only showcased Under Armour’s innovative products but also resonated deeply with athletes, evoking emotions and inspiring them to believe in their abilities.

Under Armour Marketing Strategies

In the fiercely competitive world of athletic apparel, Under Armour has proven time and again that it is a force to be reckoned with. Fueling its success is a set of innovative and impactful marketing strategies that have captured the hearts and minds of athletes worldwide. From strategic partnerships to cutting-edge digital campaigns, Under Armour’s marketing playbook is a testament to its relentless pursuit of excellence.

Influencer Collaborations

Under Armour, strategically partners with influential athletes and fitness enthusiasts, leveraging their star power and credibility to amplify the brand's message. By aligning with athletes who embody the brand's values, Under Armour creates a powerful connection with its target audience, inspiring them to aspire to greatness.

Compelling Storytelling

Under Armour’s marketing campaigns go beyond mere product promotion. They tell powerful stories that resonate deeply with athletes, evoking emotions and igniting a sense of inspiration. Through captivating narratives, Under Armour connects on a personal level, fostering an emotional bond with its audience.

Digital Marketing Dominance

Under Armour has embraced digital platforms with gusto, harnessing the power of social media and online advertising to engage with its audience. From interactive social media campaigns to immersive online experiences, the brand leverages digital channels to create personalized and impactful connections.

Sponsorships and Events

Under Armour strategically sponsors major sporting events and teams, ensuring its brand presence is felt on the world stage. By associating with high-profile events and athletes, Under Armour showcases its commitment to athletic excellence, elevating its brand image and attracting a wider audience.

Data-driven Marketing

Under Armour utilizes data and analytics to understand consumer preferences, behaviors, and trends. This data-driven approach allows the brand to personalize marketing efforts, tailoring messages and offerings to specific segments, and maximizing the impact of its campaigns.

Engaging Experiential Marketing

Under Armour creates immersive experiences for its consumers, allowing them to engage with the brand on a deeper level. From interactive pop-up stores to experiential events, Under Armour fosters memorable and meaningful connections with its audience, leaving a lasting impression.

In a dynamic and competitive landscape, Under Armour’s marketing strategies stand as a shining example of how to captivate audiences and create a lasting impact. By studying and applying these strategies, marketers, and start-ups can tap into the essence of what drives consumers, build brand loyalty, and ignite their path to success. It’s time to take a page from Under Armour’s playbook and unleash the power of bold and innovative marketing. So, seize the opportunity, harness your creativity, and embark on a journey that leaves a lasting impact on your audience, just like Under Armour has done.


What is the target audience of Under Armour?

Under Armour’s target audience spans a broad range, encompassing both men and women, from youth to adults. This inclusive approach reflects the brand’s belief that athleticism knows no boundaries and is not confined to a specific gender or age group.

What are the top marketing strategies of Under Armour?

The main marketing strategies of Under Armour are-

  • Influencer Collaborations
  • Compelling Storytelling
  • Digital Marketing Dominance
  • Sponsorships and Events
  • Data-driven Marketing
  • Engaging Experiential Marketing

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