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GEB 4890 Group Project Draft Part 3 Fawaz Alsubaie 10/22/2013 Part I – Internal and External Analyses Under Armour is an apparel, footwear and accessory business that markets to men, women, and children. Their main product is moisture-wicking fabrics that can be worn in most climates to provide performance alternatives to the traditional sportswear.


One of the climate related products is HEATGEAR. This product is to be worn in hot temperatures and keeps the body cool and dry because of its microfibers. Another climate related product is called COLDGEAR. This product keeps the body dry and warm by circulating heat from hot spots on the body to help maintain core body temperature. Under Armour’s final climate related product is ALLSEASONGEAR. This product is to be worn in any temperature. The fabric keeps the wearer cool and dry in the heat and prevents a chill in the cold. Under Armour’s current marketing strategy is to market its products primarily to customers who participate in sports, fitness, outdoor, and training activities. They execute this strategy through professional and collegiate sponsorships, individual athlete agreements, and outfitting agreements. Because of this, Under Armour can be seen on the field, fiving them exposure to the consumer via live sporting events and television. Under Armour is the official footwear of the NFL and the MLB giving them national recognition. The University of South Florida, University of Auburn, and the University of Maryland and many other colleges are all sponsored by Under Armour. Internationally, Under Armour provides uniforms for the Tottenham Hotspur Football club and the Welsh Rugby Union. ...
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