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Ua Target Market

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Target Market

As a sporting apparel company, Under Armour target market includes men, women and youth for use in athletics, fitness and outdoor activities. The main focus of Under Armour’s target demographic however, seems to be young males. Till today, most of its sales are from young male athletes, this is because a high focus on male sports like football and lacrosse. Under Armour have multiple contracts with college football programs throughout the country, which is why this focus spurs the sales of its apparel for those types of sports. Without having any focus on women, the women’s category has suffered low sales. After seeing how its competitor, Lululemon Athletica is a success, Under Armour has begun to target the female demographic more aggressively.
Marketing Objectives Under Armour’s brand awareness is very slim internationally. Big companies such as Nike and Adidas are known worldwide with Under Armour as a small competitor. According to Fortune.com, only 6% of Under Armour’s revenue is from abroad. Most of the revenue generated are from sales in the United States. Since Under Armour has already entered the global market, one of the marketing objectives is to make the company known globally to increase its revenue from the international market. Recently, Under Armour has spent millions in a campaign to win over women. The company realized they didn’t target the women’s market like how they did in the men’s market, and was reviewed one of their competitors; Lululemon Athletica’s success to increase focus for the women’s market. Apart from that, Under Armour has its very own footwear too. Although the sales for apparel are good, the market doesn’t seem to be buying the footwear. The company made the largest footwear ad campaign recent to focus on the footwear industry to increase the company’s sales.

Under Armour and Its Retail Management. (2012, December 1). Retrieved December 1, 2014, from https://storify.com/mbernath/under-armour-and-its-retail-management

Armoured For Growth; Potential Opportunities For Under Armour. (2013, December 17). Retrieved December 1, 2014, from http://www.forbes.com/sites/greatspeculations/2013/12/17/armoured-for-growth-potential-opportunities-for-under-armour/

McCorkell, M. (2014, July 31). Multi-Million Dollar Under Armour Campaign Targeting Women. Retrieved December 1, 2014, from http://baltimore.cbslocal.com/2014/07/31/under-armour-launches-marketing-campaign-targeting-female-customers/

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