4 Ways How Under Armour Grew To Steal Adidas’ #2 Spot

Founded in 1996 by former football player Kevin Plank, Under Armour has been the embodiment of willpower, strength and drive.

ReferralCandy
Mar 26, 2018 · 7 min read

1. Founder Kevin Plank created a product to solve a problem he faced, which got athletes excited and talking about.

2. Gave out free shirts to individual football players, and ended up getting sales from 2 NFL teams.

3. Transformed their female marketing strategy from failure to success with their “I Will What I Want” campaign.

4. Under Armour held a competition to find their “Ultimate Intern”, which attracted 120,000 Facebook fans and 4,000 Twitter Followers.

Learnings:

  • Thoroughly understand your customer’s pain points: Under Armour identified a crucial problem that all football players faced, and worked on a product to address that. Players would eventually share it with their teammates because Under Armour’s products simply worked.
  • Get your products in the faces of whoever it’ll benefit the most: Kevin Plank passed his shirts to individual players to help them improve their game. It might not have worked as well if he had gone to approach their coaches.
  • Treat your customers not just as who they are, but also who they want to be: Under Armour wouldn’t have been able to impress the female consumer base if they had stuck to the “shrink it and pink it” strategy. Them addressing the strengths in women, and creating an aspirational image for them was probably one of the biggest reasons why their new strategy worked.

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The Mission

A network of business & tech podcasts designed to accelerate learning. Selected as “Best of 2018” by Apple. Mission.org