b. Marketing/Promotion & Brand Management: Under Armour has always taken a keen interest in marketing and promotion. From 2009 to 2015 Under Armour’s marketing budget has doubled from 108 million to 246 million. Like many of the other major sports apparel brands, Under Armour has focused on professional athlete endorsements signing lucrative deals with athletes ranging from Tom Brady to Bryce Harper. To expand its brand awareness Under Armour is rapidly becoming the clothing of choice for many college and professional teams. Just last year the University of Miami made the switch from Nike to Under Armour.
2 Situation Analysis Company and Brand Background Converse Inc., incorporated in 1908, has been a provider of athletic and fashion apparel, accessories, and shoes for over 100 years. Even with the development of many athletic apparel brands throughout the century, Converse still remains a very popular brand and important part of American culture and style. The company has the best selling sneaker of all time, selling over 1.1 billion shoes since its establishment (5). Converse was extremely famous and successful until the 1970’s, when other athletic footwear brands emerged and created competition (4). Nike Inc, the current owner of Converse, has also been a popular and recognizable athletic brand since its invention.
The sport of soccer originated in London, England in 1863 where it was give the name Football association. The sport was given the name football because it a sport that is played with a spherical ball and is controlled only by the feet. This makes the sport much more challenging because controlling a ball with your feet is unnatural to the body. Catching something with your hands is natural Powell 2 to the body so football is easier to get used to. To play any sport, it requires a great deal of strength and endurance.
The target audience is ages six to 47 years who embrace the world of sports in football, soccer, baseball, and track. Nike Shark’s key innovations are found in its scientific approach to improve the weight, durability, and elasticity of athletic cleats. This aeronautic approach will improve athletic speed and agility. Technologies used to market Nike Sharks are the Internet, radio, and media. Because Nike is a household name for athletic apparel, Nike must brand Nike Sharks aggressively.
Reflection paper Haylea Jackson The football shoot was an exciting assignment. I love to be creative and I love making money. Before the assignment even started I knew I wanted to do shirts because we would have an advantage over the other teams. I already had all the equipment because I’m starting a clothing line with my fiancé. The team liked the idea of shirts, we just needed to come up with what kind of shirts we should without them being plain.
Although these were important examples of tacit knowledge that helped Nike grow, we are able to see the importance of this type of knowledge in relation to explicit knowledge by concluding that what really lifted Nike to the limelight was its marketing strategies by sponsoring football teams as well as using Michael Jordan as its main icon. Of course we can argue that Reebok tried to copy
Introduction Under Armour, founded in 1996 by former University of Maryland football player Kevin Plank, is an American sports apparel company headquartered in Baltimore, Maryland. Kevin Plank had the idea of making a t-shirt that is able to enhance athletes’ performance by controlling the body’s temperature and acting like a second skin. Since forming the company, Plank has succeeded in building Under Armour into a worldwide operating company that offers a wide range of premium priced sport articles including performance apparel, footwear and accessories. In 2014, Under Armour was able to generate sales revenue of $3.08 billion (n.d.) of which the majority comes from Canada and the United States. Under Armour’s vision is to become the world’s leading performance athletic apparel by pursuing the mission of making “… athletes better through passion, science, and the relentless pursuit of innovation” (n.d.).
“The Halo Effect” The “halo effect” is the idea that when the overall population sees a product on or used by a celebrity, they will be more inclined to purchase the product because they want to mimic there role model. For years, sporting companies have used this belief, by using athletes to sell there products to fans. A perfect example would be Under Amour’s latest commercial, entitled “Footsteps” using star athletes like Cam Newton and elite track and field runner Monica Hargrove. As the athletes train hard the camera zooms in on the athlete’s shoes promoting their signature Charge RC shoes. Companies like Gatorade, Nike, and Under Armour place their products on athletes to increase the sales of their merchandise.
Nike sells quality athletic shoes and workout accessories; the packaging for Nike products can vary, due to the wide range of products offered. The Nike swoosh logo is what makes their product recognizable. When the logo was created it was mean to represent the wing of a Greek Goddess, to match the name Nike. The colors most commonly found on Nike packaging is black, orange and white; the shoe boxes are most distinct with this color combination. Along with a recognizable logo and slogan, Nike has a long list of well-known athletes to promote the brand.
marketing management planning and control | Sportswear market and Nike | Mohammad Bin Amin | | | Student id s11005980 | | Contents page numbers Introduction 3 Objectives 3 Task a 3 Political 4 Economical 5 Social 5 Technological 5 Environmental 6 Legal 6 Task b 6 Marketing Planning Tools to help NIKE 6 BCG matrix 7 Stars 8 Cash cows 8 Question marks 8 Dogs 9 Ansoff growth matrix 9 Market penetration 9 Market development 9 Product development 10 Diversification 10 Task c 10 Geo-demographic segmentation 10 Conclusion 11 References 12 Introduction Sportswear relates to both footwear and clothing, fashion is also a part of it. The first ever running shoe was designed by the founder of ADIDAS [Adi Dassler] back in 1928 (The Independent). Sportswear market is one of the most volatile markets in the world and it had been so for last decade or more. We are living in a globalised world and the modern term is global village. Whatever change takes place in one country’s market that directly or indirectly make an effect on another country’s market.