Summary

Key to success

The key of UA’s success is that they aim on young customers, usually aging between 12 to 25 years old. Their comfortable and technical products have appealed a lot of teenagers, which set off a wave in America. Instead of making special products for professional athletes, they put more effort on developing comfortable sportswear for people who play sports for fun. It isn’t a coincidence that UA become so popular in America. Because the sports market in America is the most perfect and customers’ needs on special sportswear increase gradually, more and more people turn to buy UA products. In contrast to Adidas, Adidas mostly sell products for leisure, which can no longer satisfy the requirement of sportsmen.

Under Armour surpassed Adidas become the second

The famous endorser- Stephen Curry

The NBA player Stephen Curry is now the most famous endorser of UA. He signed up a contract with UA, and UA made a lot of profits by selling his shoes. Curry 3 has just been released on the market a few days ago. I have Curry shoes too. Mine is Curry 2.5, which it was limited in Taiwan. Not only the appearance is great, but it also wears comfortable and functional. However, the price is little high that I think owning a pair is enough.

Curry 1.0

Curry 2.0

Curry 2.5

Curry 3.0

Story behind Under Armour

Under Armour might sounds unfamiliar with you in the past few years. However, it now turns out to be one of the most popular brands. This brand initially made sportswear that have good perspiration(排汗) system and breathable. Just as their name means, wearing an armour on yourself. As time goes by, they began to spread their products to different kinds of sport fields. Taiwan has just introduced this brand at 2013, so no wonder people in Taiwan don’t know much about UA.

UA introduces into Taiwan

Kevin Plank

Just as the last blog I said, UA was founded by a captain of the football team in college. His name was Kevin Plank, and he never expect that he will have such a big success now. The reason he founded UA is that as a football player, he thought the sport shirt is too uncomfortable and unbreathable for him. Therefore, he decided to create a shirt that is light and breathable on his own. His end product came out to be a great success. People who wore it have good comments, and media began to interview him. Afterwards, Kevin kept making progress in spreading the market of UA and designing new products. Now he is the CEO of UA, and he is still making effort to bring UA to another level.

an ad of UA to show their products are water-proof