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Patrick Tye
Kyle Lynch
Crystal Li
Joe Shocker
Sam Tieyuan Chen
Michael Chelala
About Under Armour
Now Under Armour is
one of the most
innovative athletic
apparel, footwear, and
accessory companies
in the world
 It has the trademarked
COLDGEAR,
HEATGEAR, and
ALLSEASONGEAR
 Sponsors famous
athletes such as Tom
Brady, Cam Newton,
and Lindsey Vonn
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Financial Data
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Under Armour’s Net revenue for 2013 was over
2.3 billion dollars
A 498 million dollar increase in revenue from
2012-2013
The last 15 quarters Under Armour has boasted at
least 20% growth in revenue
Stock Opened at 46.79$ per share and they do not
pay dividends on their common stock
Financial Data
Current Ratio is 2.64 meaning they are
highly capable of paying their short term
debt
 They have 347 million in cash or cash
equivalents
 They have plenty of capital expand and
respond to challenges
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Revenue Break Down
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North America accounts for 94% of Under
Armour’s Revenue
22% of net revenue is from Sports Authority and
Dick’s Sporting Goods
76% apparel, 13% footwear, 9% accessories, and
2% licensing
Women’s sales are roughly 30% of revenue and
around 680 million
Competitor Analysis
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Nike
 1971 – Diversified distribution strategy
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Lululemon Athletica
 1998 – Yoga-inspired athletic apparel
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Adidas
 1924 – Largest sportswear manufacturer in
Europe
Women’s Athletic Apparel Market
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In 2013, in the US, sales of women’s activewear alone
reached $11.5 billion, a 9 percent jump from 2012
In 2004, Nike increased its focus on the women’s market
with the launch of its first female-targeted catalogue. Nike’s
women’s training products, which generated $1.1 billion
globally in 2013, was up 6 percent from 2012 and has helped
the company to boost overall sales, particularly in North
America.
In 2004, Adidas kicked off its sportswear collaboration with
Stella McCartney, which, ten years later, has grown into a
full-fledged brand available at 790 points of sale with a
product range aimed at surfers, runners, and practitioners of
yoga
Lululemon has been doubling women sales every two years,
but the company has seen a decline in share prices by
17.55% due to the company’s management and quality
control issues.
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--Kevin A. Plank
Graphs
Comparison
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Currently women’s apparel sales account for 30
percent of Under Armour’s business, up 18
percent from eight years ago, and outpacing the
overall growth of the company.
$680 million female sales for Under
Armour, in 2013
 $4 billion female sales for Nike, in 2013
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Big Goal—2X Growth
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By 2016, the company goal is to reach $4 billion in
total revenue, meaning women’s sales would
come in around $1 billion by 2016.
By the end of 2013, Under Armour got its revenue
of $2.26 billion, and female sales reached to
around 680 million
Under Armour Marketing
Campaings for female athletes
Next step
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Jump over online social media, coming out to the
real world, reaching out our customers through our
events with our passion, design and relentless
pursue of innovation
Let them feel our passion, try our products and enjoy
our great service
Breast Cancer Awareness walks in the first weekend of
October in four different cities. (New York, Los Angeles,
Chicago, Houston ).
The Walks
Use Social Media to promote events.
 Giving out complementary Under
Armour T-shirts.
 Registration fee of 15 dollars,
participants are encouraged to donate
more for the cause.
 Goal of 10,000 people per event.
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The Walks cont.
Increases trial of our product to women.
 Each walker has an opportunity to buy our
clothing at the walk as well as donate to
the cause.
 50% of all proceeds made will go to breast
cancer research at the Breast Cancer
Research Foundation (BCRF).
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Example of Giveaway Shirt
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We estimated that this would cost us
around $500,000
How much will this cost?
Permit Costs
 T-Shirts
 Staff, maintenance,
food/drink, ect.
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Total
80,000
200,000
220,000
500,000
Main Purposes of the Breast
Cancer Campaign
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In terms of Finance: to increase
revenue generated through the
sales of women's apparel
In terms of Management: to further
increase UA's female market share
through market penetration
In terms of Marketing: to improve
UA's relationships with female
consumers through promotion and
building strong brand awareness
Taking Advantage of Breast
Cancer Awareness
About 1 in 8 U.S. Women (almost 12%) is
expected to develop invasive breast cancer
at some point in life.
 About 39,620 American women were
expected to die in 2013 from breast cancer.
 In 2013, there were more than 2.8 million
women with a history of breast cancer in
the U.S.
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Picking Breast Cancer as Main
Theme of Event
Fits perfectly into UA's pro-health, profitness brand image
 Helps the company achieve its “vital”
mission of “volunteerism and serving
others”
 Helps address the market segment the
company is trying to penetrate
 Under Armour Currently has a line of
Breast Cancer Awareness Apparel
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Specific Objectives of these
Events
Use the “public relations” promotion tool to
build better relationships with various
stakeholders, especially the media and the
target audience (women)
 Communicate UA's emphasis on an active,
healthy, and sports-oriented lifestyle
 Build up a stronger brand image in the
eyes of women through both the physical
display of brand symbols and delivering the
company's values and beliefs
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Summary
We see a Lucrative opportunity in pursuing
the female market
 We want to continue to give back to
communities and using the Breast Cancer
event should prove to be effective
 We want Under Armour to continue to grow,
expand, and Innovate for exisiting and new
markets.
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