Under Armour Marketing Strategy 2024: A Case Study

Under Armour has firmly established itself as one of the leading athletic wear brands, competing head-to-head with industry giants like Nike and Adidas. Through their relentless focus on innovation and performance, Under Armour has positioned itself as a brand that delivers “innovations built to perform.”

In order to reach their target audience and maintain a competitive edge, Under Armour employs a comprehensive digital marketing approach. This includes allocating a significant portion of their resources towards advertisements, establishing a strong presence on social media platforms, and creating tailored content that resonates with their audience.

One of the key factors contributing to Under Armour’s success is their ability to connect with sports-loving individuals, with a specific emphasis on the Gen Z demographic. Approximately 69% of Under Armour’s customer base consists of males aged 18 to 24, revealing the brand’s appeal to this particular group.

Under Armour strategically enhances its visibility and recognition within the sporting community through partnerships with colleges, universities, professional sports teams, and top-level athletes. By aligning themselves with these esteemed entities, they solidify their brand presence and credibility in the world of sports.

An example of the impactful marketing campaigns executed by Under Armour is the ‘I Will What I Want’ campaign, launched in 2014. This campaign championed inclusiveness and celebrated women in sports, successfully aligning the brand with societal issues and building strong customer loyalty.

In addition to this, Under Armour has launched notable marketing campaigns such as ‘Rule Yourself’ (2016), ‘Unlike Any’ (2017), and ‘The Only Way Is Through’ (2020). Each of these campaigns leveraged athlete partnerships to convey messages of empowerment and authenticity.

Key Takeaways:

  • Under Armour focuses on innovation and performance, positioning itself as “innovations built to perform”.
  • Under Armour invests significantly in digital marketing, including ads and social media engagement, to reach their target audience.
  • The brand appeals primarily to males aged 18 to 24, who have a passion for sports.
  • Partnerships with colleges, universities, pro sports teams, and top-level athletes enhance Under Armour’s visibility and recognition within the sporting community.
  • Noteworthy marketing campaigns such as ‘I Will What I Want’, ‘Rule Yourself’, ‘Unlike Any’, and ‘The Only Way Is Through’ showcase Under Armour’s commitment to empowerment and authenticity through athlete partnerships.

Brand Positioning: Innovations Built to Perform

At the heart of Under Armour’s brand positioning strategy lies their unwavering commitment to “innovations built to perform.” They have revolutionized the sports apparel industry with their signature HeatGear® and ColdGear® fabrics, which have set a new standard for comfort and functionality. Under Armour’s dedication to innovation is evident in their constant pursuit of advanced materials and technologies that enhance athletes’ performance.

Under Armour’s clothing is engineered to push the limits of what is possible in terms of comfort, convenience, and performance. They offer specialized gear, such as their HeatGear® line designed for hot weather and their ColdGear® line engineered to keep athletes warm in cold climates. Additionally, their AllSeasonGear is optimized to adapt to changing weather conditions, ensuring athletes can perform at their best, regardless of the environment.

With a strong emphasis on quality and performance, Under Armour attracts customers who prioritize high-quality athletic wear and equipment. Their target audience spans a wide range of individuals engaged in various sports and fitness activities. From professional athletes to casual enthusiasts, Under Armour caters to those who seek reliable and cutting-edge gear to support their active lifestyles.

Under Armour’s brand positioning as “innovations built to perform” resonates strongly with their target audience. It conveys the brand’s commitment to excellence and their continuous efforts to push boundaries in the sports apparel industry. By consistently delivering products that prioritize performance, comfort, and style, Under Armour has earned the trust and loyalty of athletes worldwide.

Statistics Last year
Total Sales $5.2 billion
Investment in Promotions (2019) $579 million
Projected Advertising Spending Up to 12% of global revenue (~$632 million)

Digital Marketing Approach: Investing in Promotional Techniques

Under Armour understands the power of digital marketing and has made substantial investments in this area. In 2019 alone, the company invested an impressive $579 million in promotional techniques, showcasing their commitment to utilizing the digital landscape to engage with their audience.

Looking ahead, Under Armour has plans to increase their advertising spending to approximately $632 million, which equates to around 12% of their global revenue. This major investment highlights their dedication to leveraging digital platforms to enhance brand visibility and drive customer engagement.

An integral part of Under Armour’s digital marketing approach is their focus on social media marketing. The company strategically utilizes popular platforms such as Facebook, Instagram, Twitter, and YouTube to actively connect with their audience on a personal level.

Connecting with the Audience through Social Media Marketing

Under Armour shares engaging content, captivating campaign videos, and inspiring athlete stories on social media to foster a strong connection with their audience. By harnessing the power of storytelling and showcasing real-life examples of how their products enhance athletic performance, Under Armour effectively captures the attention and loyalty of their target market.

Furthermore, Under Armour develops targeted content that resonates with their audience, addressing their specific needs and desires. This approach helps athletes of all levels visualize how Under Armour’s products can elevate their performance and assist them in achieving their fitness goals.

One key aspect of Under Armour’s social media strategy is the creation of the UA Community. This platform serves as a hub where athletes and fitness enthusiasts can come together, share their successes and challenges, and interact with the brand and each other. The UA Community enables Under Armour to cultivate a sense of belonging and forge strong connections with their customers, further solidifying brand loyalty.

Revamping Digital Capabilities for Enhanced Engagement

To stay ahead in the competitive digital landscape, Under Armour recognizes the need for continuous improvement. They have plans to revamp their digital capabilities, including website features and social media marketing. By enhancing their online presence and user experience, Under Armour aims to facilitate seamless engagement with their target audience and create a differentiated brand experience.

Overall, Under Armour’s digital marketing approach revolves around investing in promotional techniques and leveraging social media marketing to connect deeply with their audience. Their emphasis on engaging content, targeted communication, and community building positions them as a frontrunner in the digital marketing arena, ensuring sustained growth and customer loyalty in the dynamic sports apparel industry.

Key Insights Data
Under Armour’s investment in 2019 $579 million
Planned advertising spending 12% of global revenue (approximately $632 million)
Under Armour’s social media platforms Facebook, Instagram, Twitter, YouTube
Under Armour’s loyalty program, UA Rewards Over 1 million members

Target Market Analysis: Gen Z-Inspired Sporting Enthusiasts

Under Armour’s target market has expanded beyond athletes to include Gen Z-inspired sporting enthusiasts. This demographic consists primarily of males aged 18-24, with a strong passion for sports and an appreciation for performance-oriented products.

Under Armour recognizes the unique characteristics of Gen Z athletes and tailors its marketing efforts to their preferences. This generation is tech-savvy and highly connected to internet-connected devices, making digital marketing and social media engagement crucial for reaching and connecting with them.

By understanding the values and interests of Gen Z, Under Armour has successfully tapped into wider consumer trends and shifted its target market to include those seeking activewear for everyday use. This strategic move has enabled the brand to capitalize on the growing popularity of athleisure and widen its consumer base.

Key Stats
Around 69% of Under Armour’s customers in the US are male
The “I Will What I Want” campaign led to a 28% increase in sales of women’s apparel

Under Armour’s commitment to gender and race inclusivity, corporate transparency, and environmental sustainability aligns with the values of Gen Z athletes. This resonates well with young consumers who actively seek out brands that prioritize honesty, social responsibility, and environmental protection.

Under Armour’s target market analysis showcases their ability to adapt and connect with the evolving needs and preferences of Gen Z-inspired sporting enthusiasts. By leveraging their brand recognition, investment in research and development, and strategic marketing initiatives, Under Armour continues to capture this growing market segment and emerge as a top choice for young athletes.

Competitive Advantage: Key Sporting Partnerships and Celebrity Endorsements

Under Armour has managed to establish a strong competitive advantage in the sports apparel industry through its key sporting partnerships and celebrity endorsements. By collaborating with prestigious colleges, universities, and professional sports teams, the brand has gained significant visibility and trust among athletes and sports enthusiasts alike.

One of the key strategies employed by Under Armour is partnering with renowned athletes who embody the brand’s values of performance, excellence, and determination. Notably, basketball legend Stephen Curry has been a long-standing partner of Under Armour, playing a pivotal role in enhancing the brand’s appeal and market presence.

By having famous athletes wear their products and feature in their advertisements, Under Armour effectively strengthens its brand appeal and reputation. Consumers associate the brand with success, excellence, and athletic prowess, which further raises brand visibility and recognition.

The competitive advantage gained through these partnerships and endorsements extends beyond visibility and reputation. It also aligns the brand with excellence in sports and showcases the brand’s commitment to supporting athletes in achieving peak performance.

This strategy has proved to be highly effective in capturing the attention and loyalty of Under Armour’s target audience. The brand primarily targets individuals within the 18-35 age range who prioritize comfort, functionality, style, and performance-enhancing features in their athletic wear choices.

With its strategic sporting partnerships and celebrity endorsements, Under Armour has successfully established itself as a trusted and revered brand among athletes and sports enthusiasts, giving it a significant edge over its competitors in the market.

Financial Data (2020) Statistics
Net Revenue $4.5 billion
Gross Profit $2.1 billion
Share Price $14.9
Total Assets $5.03 billion
Number of Employees (2020) Around 15,000
Global Presence Products sold in over 100 countries, operations in North America, Latin America, Europe, the Middle East, Africa, and Asia-Pacific
Sales (2004) Over $200 million
IPO Funds (November 2005) Raised $153 million
Market Share Growth Captured 23% share of the market in one year for football cleats
Historical IPO Achievement First U.S. based IPO in almost five years to double on the first day of trading

Marketing Campaigns: ‘I Will What I Want’ and Beyond

Under Armour has a history of launching successful marketing campaigns, and one of their most notable campaigns is ‘I Will What I Want.’ This campaign, featuring Misty Copeland and Gisele Bündchen, marked a significant increase in Under Armour’s overall revenue. The campaign challenged stereotypes and celebrated strong women in sports, resonating deeply with their audience.

Misty Copeland’s video in the campaign highlighted her inspiring ballet journey, emphasizing her determination to overcome stereotypes and traditional barriers in the ballet world. This powerful message empowered women and athletes around the world.

Gisele Bündchen’s ad focused on showcasing her athleticism and resilience amidst negative comments, challenging the perception of being solely a model. Her determination and commitment to breaking barriers aligned perfectly with Under Armour’s brand values.

The success of the ‘I Will What I Want’ campaign led Under Armour to follow up with another campaign called ‘Unlike Any,’ also featuring Misty Copeland. These campaigns were not only about selling products; they were about storytelling, empowerment, and addressing important societal issues.

Through their marketing campaigns, Under Armour has been able to connect deeply with their audience and foster loyalty to the brand. By focusing on storytelling and addressing societal issues, they have gone beyond traditional advertising methods, creating a strong emotional connection with their customers.

Social Media Marketing: Engaging Audiences and Building Community

Social media plays a crucial role in Under Armour’s marketing strategy. They actively engage with their audience on platforms like Facebook, Instagram, Twitter, and YouTube, leveraging the power of these platforms to connect with their fans and build a community. By utilizing social media wisely, Under Armour creates a sense of belonging and loyalty among their customers, while also strengthening their online presence.

Under Armour shares exciting content, campaign videos, and athlete stories on their social media channels to connect with their fans and foster a sense of community. By providing valuable and engaging content, they create a space where athletes and sports lovers can come together to share their experiences and support one another.

One example of how Under Armour uses social media to engage their audience is through their UA Community. This platform serves as a hub where individuals can interact, share successes, and inspire each other. Under Armour encourages active participation and promotes sharing and virtual events, providing a space for their customers to connect and feel a sense of belonging to the brand.

Through social media marketing, Under Armour doesn’t just promote their products; they foster a community of like-minded individuals who are passionate about sports and athleticism. By sharing content that resonates with their target audience, they strengthen their brand image and maintain a strong online presence.

Under Armour’s social media marketing efforts align with their target market, which consists primarily of young individuals, with a significant portion being male. They carefully select athletes and influencers who align with their values and have a strong influence in their respective sports, optimizing their exposure and impact on social media platforms.

Overall, Under Armour leverages social media platforms to create engaging content that fosters community engagement and user-generated content. By building a community and fostering a sense of belonging among their audience, Under Armour strengthens brand loyalty and elevates their brand image in the highly competitive athletic wear industry.

Benefits of Under Armour’s Social Media Marketing:

  • Engages with the target audience on popular social media platforms.
  • Shares exciting content, campaign videos, and athlete stories to connect with fans.
  • Fosters a sense of community and belonging among customers.
  • Promotes sharing and participation through the UA Community platform.
  • Aligns social media marketing efforts with the target market’s demographics and interests.
  • Strengthens brand loyalty and elevates brand image in the competitive athletic wear industry.

Branding Tactics: Key Sporting Partnerships and Product Placement

Under Armour employs strategic branding tactics to enhance its brand visibility and recognition. One of the key strategies is forming partnerships with sports teams and athletes, allowing the brand to reach a wider audience of sports enthusiasts. By collaborating with renowned athletes and sporting organizations, Under Armour establishes a strong association with excellence and performance, reinforcing its position in the athletic apparel industry.

Product placement is another effective tactic employed by Under Armour. The brand strategically places its products in media such as films and TV shows, ensuring maximum exposure to its target audience. Through these placements, Under Armour creates opportunities for consumers to see its products in action, increasing brand awareness and influencing consumer perception.

By combining key sporting partnerships and strategic product placement, Under Armour maximizes its brand exposure in various contexts. This branding approach reinforces the association between the Under Armour brand and high-performance sport, appealing to athletes and sports enthusiasts alike.

Under Armour History and Mission

Under Armour, founded in 1996 by Kevin Plank, has a rich history rooted in innovation and performance. Plank, a former college football player, recognized the need for athletic apparel that effectively wicked away sweat, leading him to create the iconic Under Armour HeatGear shirts. This marked the beginning of Under Armour’s journey to revolutionize the sportswear industry with its cutting-edge technology.

Through strategic partnerships and investments, Under Armour quickly gained traction and established itself as a leading athletic wear brand. Today, it competes with industry giants like Nike and Adidas, continually pushing the boundaries of what athletic apparel can achieve.

Central to Under Armour’s success is its relentless mission to make all athletes better. With a passion for design and innovation, Under Armour is committed to providing athletes with gear that enhances their performance and helps them reach their full potential.

Under Armour’s mission extends beyond individual performance. The company is dedicated to making a positive impact on the world and the communities it serves. Through initiatives like court refurbishments and youth development programs, Under Armour aims to impact 100,000 youth and renovate 20 safe places to play by 2025.

Key Milestones:

  1. 1996: Under Armour is founded by Kevin Plank, introducing the groundbreaking HeatGear shirts.
  2. 2003: Under Armour partners with the University of Maryland, marking the beginning of its successful collegiate partnerships.
  3. 2016: Under Armour celebrates Kelley O’Hara’s remarkable 15-year career in professional soccer, showcasing its commitment to supporting athletes throughout their journeys.
  4. 2018: Under Armour extends its partnership with the University of Maryland for an additional 12 years, reinforcing its dedication to collegiate athletics.
  5. 2024: Under Armour celebrates Pride with a campaign featuring Division 1 athletes from the LGBTQ+ community, demonstrating its commitment to inclusivity.

Under Armour’s history and mission have shaped the brand into a powerhouse in the sportswear industry. With a focus on relentless innovation and empowering athletes, Under Armour continues to push boundaries and inspire the next generation of sporting enthusiasts.

Target Market Segmentation and Differential Advantage

Under Armour’s success can be attributed to its strategic target market segmentation and its differential advantage in the athletic wear industry. To effectively reach their diverse range of consumers involved in physical fitness, Under Armour strategically segments its audience based on demographics such as age, geography, gender, and financial status. By understanding the unique needs and preferences of their target market, Under Armour can tailor their marketing efforts and product offerings to better cater to their customers.

One of Under Armour’s primary differential advantages lies in its innovative and performance-enhancing athletic wear. The brand has revolutionized the industry by developing signature fabrics such as HeatGear® and ColdGear®, which provide athletes with temperature-regulating garments for enhanced performance and comfort. This emphasis on innovation and cutting-edge technology sets Under Armour apart from its competitors.

By focusing on the needs of athletes and consistently delivering high-quality gear that effectively wicks away sweat, Under Armour has established itself as a top choice among customers who prioritize performance and functionality. This commitment to innovation and performance is a key factor that differentiates Under Armour from its competitors and contributes to the brand’s strong market presence.

Under Armour’s Market Segmentation

Segment Description
Age 18-45, primarily targeting the age range of 18-35
Geography Mainly North America (two-thirds of revenue in 2021) with significant growth in Asian markets
Gender Men, women, and youth
Income Typically middle to high-income ranges

Under Armour’s target market segmentation allows the brand to effectively tailor its marketing strategies, product development, and customer experiences to different consumer groups. By understanding the unique preferences and needs of each segment, Under Armour can create targeted campaigns and develop products that resonate with their diverse customer base.

Overall, Under Armour’s target market segmentation and differential advantage in delivering innovative and performance-enhancing athletic wear have been instrumental in establishing the brand as a leader in the industry. With a deep understanding of their target market and a commitment to meeting the demands of athletes, Under Armour continues to differentiate itself and drive growth in the competitive athletic wear market.


Under Armour’s marketing strategy has been instrumental in establishing the brand as a top player in the athletic wear industry. By focusing on brand positioning, digital marketing, target market analysis, competitive advantage, marketing campaigns, social media marketing, branding tactics, and their history and mission, Under Armour has effectively connected with their audience, built brand loyalty, and differentiated themselves from competitors.

Moving forward, Under Armour will continue to invest in promotional techniques and expand their marketing mix to reinforce brand consideration and positioning. Their commitment to consumer centricity, product innovation, go-to-market strategies, end-to-end planning, and omni-channel excellence will ensure continued growth and success. Additionally, Under Armour’s partnerships with organizations like the University of Maryland and USA Football, as well as collaborations with LGBTQ+ athletes and the signing of notable talents, highlight their dedication to supporting sports and athletes at all levels.

Under Armour’s continuous focus on research and development, customization options, and technological expertise positions them at the forefront of the sportswear industry. Despite facing challenges during the COVID-19 pandemic and in consumer positioning, Under Armour’s loyal customer base and commitment to quality and customer satisfaction will drive their future success. By effectively engaging and communicating with consumers, Under Armour can strengthen brand connections and foster collaborative innovation, ultimately leading to further growth and an enhanced brand experience for their customers.


What is Under Armour’s brand positioning?

Under Armour positions itself as “innovations built to perform.” They focus on creating clothing that pushes the limits in comfort, convenience, and performance.

How does Under Armour approach digital marketing?

Under Armour invests heavily in digital marketing, allocating a substantial budget for online promotions. They have a strong focus on social media marketing, utilizing platforms like Facebook, Instagram, Twitter, and YouTube.

Who is Under Armour’s target audience?

Under Armour’s primary target audience consists of Gen Z-inspired sporting enthusiasts, particularly males aged 18-24. They cater to sporting amateurs, enthusiasts, and athletes who align with their values of gender and race inclusivity, corporate transparency, and environmental sustainability.

What gives Under Armour a competitive advantage?

Under Armour establishes a competitive advantage through key sporting partnerships and celebrity endorsements. By collaborating with colleges, universities, and pro sports teams and having famous athletes wear their products, they strengthen their brand appeal and reputation.

What are some of Under Armour’s notable marketing campaigns?

Under Armour has launched several successful marketing campaigns, with the ‘I Will What I Want’ campaign being one of their most notable. This campaign celebrated strong women in sports and challenged stereotypes.

How does Under Armour utilize social media in their marketing strategy?

Under Armour actively engages with their audience on platforms like Facebook, Instagram, Twitter, and YouTube. They share engaging content, campaign videos, and athlete stories to connect with their fans and foster a sense of community.

How does Under Armour utilize branding tactics?

Under Armour leverages key sporting partnerships and product placement to increase brand visibility and recognition. By partnering with sports teams and featuring their products in media, they further enhance their brand awareness.

When was Under Armour founded?

Under Armour was founded in 1996 by Kevin Plank.

What is Under Armour’s mission?

Under Armour’s mission is to make all athletes better through passion, design, and relentless innovation.

Who is Under Armour’s target market?

Under Armour’s target market includes a diverse range of consumers involved in physical fitness. They segment their audience based on age, geography, gender, and financial status.

What is the conclusion of Under Armour’s marketing strategy?

Under Armour’s marketing strategy focuses on brand positioning, digital marketing, target market analysis, competitive advantage, marketing campaigns, social media marketing, branding tactics, and their history and mission. These strategies have helped them connect with their audience, build brand loyalty, and differentiate themselves in the market.
About the author

Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.