Decoding Under Armour Marketing Strategy

Are you noticing Under Armour sales dropping even though the brand is still popular? I was curious about this too, especially after seeing their revenue fall by 10%. ² So, I looked deeper into Under Armour’s latest marketing moves to find out why.

In this post, I’ll break down clearly what UA is doing today to rebuild its brand awareness and boost profits again. ¹ Keep reading for some real insights behind the big changes at Under Armour. ³

Key Takeaways

• Under Armour is shifting from heavy discounting to telling better brand stories—sales dropped by 10%, but average orders climbed higher.
• Last year, only 35% of Under Armour gear sold at regular price… meaning 65% were discounted—something they want to change.
• To boost customer loyalty and spending over time, Under Armour launched the UA Rewards program in August 2023.
• They focus mainly on active people aged 18 to 35… folks who care about comfort, style, and performance in their workout clothing.
• Under Armour plans to double its paid influencer count—they’ve already connected with 200 million people on Instagram, Facebook, and YouTube through influencer campaigns.

Under Armour Marketing Strategy and Brand Positioning

Under Armour is betting on storytelling instead of big discounts. CEO Kevin Plank recently shared the company’s new focus clearly. Though sales dipped 10%, average orders actually grew bigger.

Last year, about 65% of their goods sold through bargains—just 35% at full price. ¹ The brand sees this as an opportunity to shift more sales into the full-price category, by connecting closely with sports enthusiasts.

In August 2023, Under Armour launched UA Rewards, a loyalty program aimed at keeping customers returning. This move fits their plan to stand apart from competitors, putting quality and performance first.

They want a strong reputation for athletic gear, not a discount image. Staying innovative can also help them match up against major rivals like Adidas. Pulling away from constant promotions might slow sales for now—but could build a healthier brand in the long run.

Target Audience

Now, let’s shift gears from brand positioning to Under Armour’s audience. The company targets active folks, mainly between ages 18 and 35. ² These individuals value gear that’s comfortable, performs well, and also looks stylish.

Plus, many earn good incomes, willing to invest in quality sportswear.

Under Armour connects with hardcore athletes and those who exercise casually on weekends. Their customers follow sports closely and stay focused on staying healthy. Loyalty matters to these shoppers—they stick with brands that keep promises.

Latest tech in workout clothing is also important to them. So, whether they’re basketball players or runners, Under Armour designs apparel for people who expect comfort, style, and performance all at once.

Marketing Strategies

Now let’s look at how Under Armour wins the marketing game with smart moves that make their brand stand out – read on to see the clever ways they connect with sports fans!

Influencer Collaborations

Under Armour has seriously stepped up its marketing game by teaming with popular social media influencers. Here’s how they’re doing it:

• Under Armour will soon double its number of paid influencers, signaling strong confidence in this approach.
• They’ve already hit 200 million users across Instagram, Facebook, and YouTube, thanks to influencer marketing. ³
• Influencers post honest opinions about wearing Under Armour gear—fans trust these authentic reviews.
• Big names like Dwayne “The Rock” Johnson give Under Armour campaigns real power and huge appeal.
• The brand carefully selects influencers who share their core values: strength, drive, and athletic excellence.
• Influencers create their own posts naturally—no corporate scripts—leading to genuine content.
• The company closely tracks influencer-driven sales to measure success and adjust strategies.
• They blend major celebrity partnerships with smaller niche sports figures, covering a wide range of customers. ⁴
• Influencer posts often show Under Armour gear in action—real workouts, athletic training clips, and fitness challenges.
• Under Armour allows complete creative freedom, resulting in authentic posts that resonate deeply with followers.

Next, we’ll check out how Under Armour taps into digital marketing and tech, connecting with sports fans everywhere.

Digital Marketing and Technology Integration

Under Armour nails digital marketing by blending tech and creativity to reach athletes and fitness enthusiasts. Here’s how they do it:

1. They regularly post dynamic content on social media—showing their gear in action—to draw in their core audience.
2. Smart SEO practices help Under Armour appear higher in search engine rankings, driving more visitors to their website.
3. Email newsletters keep customers in the loop about products, discounts, and useful fitness advice tailored to their interests.
4. Yet, even with these digital efforts, the company recently experienced a 25% drop in online sales revenue.
5. Still, online sales form 34% of their direct-to-consumer business, highlighting digital marketing as an essential focus.
6. Under Armour developed fitness apps such as UA RECORD, UA Training, UA Coaching, and UA Community to boost engagement. ¹
7. These fitness apps let users track workouts, set personal goals, and connect with others who share fitness interests.
8. They teamed up with IBM, using artificial intelligence to get deeper customer insights and improve products.
9. Through their deal with Salesforce, machine learning helps the brand predict what customers will want next.
10. Digital tools collect data about user workout patterns, aiding in smart, customer-focused product development.
11. Targeted online ads reach select audiences based on interests, location, and past online buying patterns.
12. Campaigns on social media often showcase real athletes, building credibility with new buyers.

Celebrity Endorsements and Sponsorships

Digital platforms help us connect online, but our star partnerships truly push our brand higher. I’ve seen firsthand how big names lift Under Armour and resonate with sports fans everywhere.

• Stephen Curry joined up with us, turning our basketball shoes into hot items young players want.
• Tom Brady adds solid football cred, showing serious athletes our gear stands up to pro standards.
• Dwayne “The Rock” Johnson speaks directly to fitness-minded folks who prefer tough, down-to-earth workout clothing. ⁵
• Beyoncé helps expand our reach to women athletes who value style and practical athletic gear.
• Sponsoring the NFL Scouting Combine gets our logo in front of future NFL stars—and millions of football fans.
• Partnering with the NCAA Men’s Basketball Tournament places our products center stage during March Madness, when college basketball viewership hits its peak.
• These star ambassadors pop up in TV commercials, online posts, and in-store displays, making our brand consistently visible. ⁶
• Athlete partners personally test and provide input on products, giving real credibility to our claims about performance.
• Fans naturally trust gear their favorite athletes wear, driving up sales and brand loyalty.
• College athletics sponsorships let us reach student players and alumni, creating customers who stick around for years.
• Every famous partner arrives with their own dedicated fan groups, expanding our reach across different audiences.
• Our marketing features authentic athletic action, skipping the staged shots to keep things genuine and relatable.

Marketing Mix of Under Armour

Let’s peek into the marketing mix that makes Under Armour stand out in the sports world. The company blends smart product choices, pricing, store locations, and ads into a winning game plan that keeps customers coming back.

Product Innovation

Product innovation sits at the core of Under Armour’s growth story, right from its start in 1996. ⁵ Founder Kevin Plank had one clear goal—make gear that keeps athletes dry during workouts.

His simple vision led to big-time advances, including moisture-wicking fabrics like HEATGEAR and COLDGEAR—that pull sweat away from an athlete’s body.

But Under Armour goes beyond just fabric technology. Their compression gear includes special seam designs, placed to boost muscle performance. And they’ve built shoes like the Curry 6 basketball sneakers, blending unique cushioning technology with sleek style.

Recently, the company moved into tech gadgets too—like smartwatches and fitness trackers that sync with your phone. This smart mix of textile science and digital innovation keeps them at the front of today’s athletic market.

Pricing Strategy

I set Under Armour prices based on value—not just cost. Sure, my gear costs more than standard brands, but it has better tech and higher quality. Customers looking for top-tier performance usually find the extra cost worth it.

To offset prices, I offer discounts, coupons, and free shipping for orders over $60—makes my gear easier to buy. Prices are a bit higher than industry average, helping people see Under Armour as a high-end athletic brand. ⁷ This strategy keeps the brand strong, yet still gives shoppers solid value.

Distribution Channels

Under Armour keeps things smart and simple, using a balanced mix of sales channels to reach customers everywhere. They run more than 400 retail stores globally—like UA Brand House and UA Factory House locations. ⁷ And that’s just the start. The brand also places mini-stores inside big department stores for extra visibility. Plus, their online shop, underarmour.com, ships to over 200 countries, truly making global reach a core strategy.

This hybrid method blends direct selling—through their own stores and website—with indirect sales from retail partners. It helps Under Armour manage how customers see their brand, while making sure their products reach as many people as possible. ⁵

Promotional Campaigns

Under Armour takes its promotional approach beyond traditional stores and right onto your screen. I’ve noticed their smart email strategy—it sends one sales-focused email for every three general updates.

It keeps me engaged, without feeling overloaded.

The brand’s campaigns like “I Will What I Want” and “Rule Yourself” really stick. They focus on personal strength, determination, and drive—messages that resonate.

They also offer plenty of fun online content, from fitness quizzes to handy articles and motivating videos. Sometimes those videos even inspire me to start working out. ⁷

One thing special about their marketing: Under Armour creates and manages everything themselves. Keeping all marketing efforts internal gives their ads a clear, consistent voice—and makes their personality feel real.

Mixing athlete-focused stories with tech-centered content also makes them stand apart in a busy sports gear market.

Conclusion

UA is facing some tough challenges lately—sales have slid, and profits are down. Now, instead of relying on discounts, they’re shifting gears to storytelling. Their plan? Boost social media efforts and lean on data to connect better with customers.

Another smart step is their loyalty program, UA Rewards. Members in the program spend more and shop more often—so that’s encouraging news. Moving away from nonstop sales events to building brand value is a fresh start for UA in today’s competitive athletic gear market.

References

1. ^ https://www.ptengine.com/blog/business-strategy/under-armour-marketing-strategies-that-took-on-the-sportswear-titans/
2. ^ https://www.start.io/blog/under-armour-target-market-segmentation-brand-analysis-audience-demographics-marketing-strategy-competitors/ (2022-10-31)
3. ^ https://hobo.video/blog/case-study-analysis-how-under-armours-influencer-campaign-achieved-200-million-user-reach/
4. ^ https://blog.osum.com/under-armour-marketing-strategy/
5. ^ https://thebrandhopper.com/2023/11/22/marketing-strategies-and-marketing-mix-of-under-armour/ (2023-11-22)
6. ^ https://newcompany.co/blog/marketing-strategy-under-armour (2020-09-30)
7. ^ https://www.mbaskool.com/marketing-mix/products/17310-under-armour.html