Under Armour: Where Do We Go From Here?

When Under Armour came to market the main focus of the clothing was football players who needed something to help keep them cool while practicing.  In 2013 they turned their attention to women, keeping a focus on sports wear.  With this the focus was a campaign called “I Will what I want” where women could show how they pursued their own dreams.  Part of the campaign was created awareness across multiple digital channel and making sure that the content could have a longer life span than traditional media (harvard.2019)

Key points for implementation for marketing strategies are understanding that there will be selective attention, where consumers have to figure out what to pay attention to.  The use of colors, as well as creating a tag line that resonates.  A huge factor is the emotional connection that needs to happen when promoting brands and driving engagement.  If there is a celebrity endorsement then how will your market respond to them? What happens if the celebrity ends in hot water? Sometimes it could even be how you speak to a product based on the market you are trying to engage with, for example women with kids have a different response than women with no kids.

In looking for a new market segment, I would think an interesting segment would be young tween girls.  This is a group that if  you can capture their attention and grow with them you would have a great LTV.  This is referred to as Gen I (McDaniel. 2019), and is the generation that is growing up in a world where the internet is a given.  According to marketingsherpa.com this group accounts for ~260B in sales each year. To reach this market would be difficult as they are minors, so how and when you engage is crucial as you also need to get parental support.  35% of the market have mobile phones, so engaging with them on mobile via display ads or various social channels would be the best.  Any campaign needs to be designed for engagement, like a video game, versus just providing good images and a click to shop.


Under armours willful digital moves[Pdf]. (n.d.). Darden business publishing.

McDaniel, S., & Beger, S. (2016, January 07). Marketing to Tweens: Data, Spending Habits Dos & Don’ts to Reach This Fickle Age Group. Retrieved May 19, 2019, from https://www.marketingsherpa.com/article/how-to/data-spending-habits-dos-donts

What Brand?

What is in a name?  To parse from Shakespeare, everything.  When you think of Sony, you probably think of an entertainment giant who covers, movies, music, and their interactive branch.  Stated on the site they define their purpose as “Fill the world with emotion, through the power of creativity and technology. (sony.com)” so who would think that they would have failed so epicly in the 90’s?

Allow me to introduce you to Betamax.

If you weren’t around BEFORE the internet there was a time in history where streaming wasn’t a thing, all shows had commercials and you were forced to live in the moment.  So someone had the idea, lets record this and so Betamax was born.  Given that Sony is quite the giant how could they have failed?  The name and logo are synonymous with technology, innovation and decent movies.

Sony over the years has positioned themselves as a brand that provides products that capture our attention and push creative boundaries. They understand who their consumer is and what they are looking for, so they are able to deliver.  So why did Betamax fail?  Their rival JVC built a product that was lighter and could record more.  Plus Sony didn’t invest into a growing market of videos whereas JVC did.

To mitigate this Sony should have looked to thier own mission statement and looked to deliver a product that provided delight to consumers.  Ease of use, lightweight, and met consumers where they wanted to be, home watching movies.  Overall Sony has done well meeting their mission statement, i personally own a PS4 and love it.



Gilbert, B. (2019, April 17). 25 of the biggest failed products from the world’s biggest companies. Retrieved May 18, 2019, from https://www.businessinsider.com/biggest-product-flops-in-history-2016-12

(n.d.). Retrieved May 18, 2019, from http://www.engineerguy.com/failure/betamax.htm


What type of consumer am I?

In looking at what type of consumer I am, I would say that I am is based on needs.  I make purchases based on the need to fulfill an activity or need.  My decisions are based on what I have engaged with previously, sustainable practices, and cost.  I feel having been in marketing I am probably more conscious of strategies and marketing efforts to get me to buy.  Most of my purchases are because I need to replenish something or replace it.  For example sneakers, I buy as I need to replace them and only own two pairs at a given time.  I could care less about packaging or reviews, as I know what I like and am willing to try new brands or products.  I am more concerned about a companies stance on livable wages or ethical business practices.  After I complete the purchase I am satisfied and often have no remorse.