Under Armour and Special Olympics

22 Pages·2012·1.99 MB·English

Under Armour and Special Olympics
By: Michelle Hill, Meg O’Neill, Eric Stoddard, Yiyi Pan, and Gavin
Christopherson
Executive Summary
● Under Armour has shown much success lately in breaking into the
sports industry
● First used in Any Given Sunday
● Relationships then formed with MLB, NHL, and the Baltimore
Marathon
● Procured world-class athletes such as Michael Phelps and Lindsey
Vonn
● Past three years they have gone international
○ 2014 World Cup
Special Olympics LA 2015
7,000 athletes
177 countries
500,000 spectators
30,000 volunteers
3,000 coaches
Trends
Market trends:
SWOT Analysis
Strengths: Weakness:
● Reliable product
● Pricing
● Customer loyalty
● No Patent on material/fabric
● Innovation
● Outsourcing of production
● Identifiable to consumers
● Limited product line
● Professional sponsorships
● Collegiate athletics
sponsorships
SWOT
Opportunities:
Threat:
● Expansion of product line
● Consumer spending patterns
● Expanding consumer base
● Heavy competition from
● Reduce product price
competitors
● Increasing the number of Under
● Substitute products are available
Armour retail outlets
to consumers
Objectives
● Increase 5% by non-professional athlete sales by December 2015.

● Work towards being the market share leader (beating Nike) within the next 10

years.
● Build brand awareness through the Special Olympics by highlighting products to

spectators, not just high-performance athletes.
● Attract spectators at the event by bringing the brand to the customers through

promotional events.
● Increase by 10% the number of posts through social media such as Instagram,

Facebook, and Twitter.
Target Market
Sports Fans (Male and
Mothers Female)

Age: 35 to 45 Age: 18 to 49,
Income level:with average incomes
Income level:moderate income,
Activities: More tech savvy as the
Family status:with families (1-2 teenage Olympics are trending towards
children households). multimedia venues (internet streaming,
mobile phone app and email). These
Activities:Preferably participating in
consumers often buy tickets to watch
outdoor sports such as running,
games such as baseball games. They
climbing, playing tennis;
watch television shows and read
Social media: shop online and get magazines.
information from Facebook, Twitter and
Instagram.
Pricing
● Pricing will be the same as the current pricing strategies for Under
Armour
○ Any remaining apparel after the games conclude will be offered
at a discount price
1 week after games: 10% discount
2-3 weeks after games: 25% discount
4 weeks after the games: 50% discount
○ This allows us to try to make sure no inventory goes to waste
● A discount will also be offered to retailers who increase their
amount of inventory purchased
Promotion
Celebrities United to Support Special Olympics
Timing: July 22, 2015 – August 2, 2015
● Use influential people (L.A.) to promote Under Armour and the
Special Olympics
● Four celebrities - already avid Special Olympic Supporters
○ Eric Clapton, John Stamos, Muhammad Ali, and Bruce Willis
● Celebrities will do meet and greets and autograph signings while
wearing and representing the Under Armour brand