Under Armour has managed to increase its competitive edge by incorporating a variety marketing strategies for the realization of sports accessories and performance apparel. The company ensured that most of its athletes get the appropriate facilities and training to enhance their design and passion for sporting activities. They set up initiative or programs that allow the athletes to engage in innovative sporting activities. The company established a strategy that advocated for the marketing, distribution and development of the branded footwear, performance apparel and accessories for both genders. The marketing strategy is among the substantial Under Armour’s competitive force in the international market.
The growth strategy of Under Armours Company aims at expanding the market share in the international trade. The strategy enabled the company to emerge as the top world competitors for a variety of accessories and performance apparel. The strategy aimed at the awareness growth of the Under Armour brand name and strengthening the products worldwide, to achieve the sales revenue of $4billion by 2016 from an estimated $2.2 billion in 2013 (Thompson, 2013). The product line strategy for the Under Armour’s diverse product offerings in 2003 consisted of apparel, footwear and an accessory for men and women marketed at multiple price levels in the varieties of styles and fits purposefully to regulate body temperature in all weather seasons.
References
Thompson, A. (2013). Case 2. Under Armour's Strategy in 2013 [Abstract]. Good Enough to Win Market Share from Nike and Adidas?, 1-21. Retrieved February 22, 2016, from https://www.google.co.uk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved=0ahUKEwiRjuCY-IrLAhXEtBQKHb-mCHMQFggxMAM&url=http://www.lesleefeldhaus.com/uploads/1/4/9/5/14959754/underarmourprojectfinalcopy-1.docx&usg=AFQjCNGytJyCVax3cmWRcypdgN9WY6buzQ
