Under Armour

Current Marketing Topic


Wendell Brown
9/22/2008



 
Muscling Into the Mainstream
Summary of Article
The title of my article is called “Muscling Into the Mainstream,” and it was written in the New York Times on August 7, 2008. What this article is trying to discuss is how Under Armour is steadily moving itself into the mainstream of selling performance and/or sportswear. It talks about what target markets that Under Armour is pursuing and what strategies it has used or is currently using to reach out to those target markets. It also talks about how Under Armour has strictly controlled its distribution to sporting goods stores, military-base exchanges, and sports- and military-oriented outlets. Finally, the article discusses how Under Armour plans to embark in uncharted territories to steadily expand itself and further compete with other sportswear giants like Nike and Adidas.
History
Under Armour Inc. was created in 1996 by Kevin Plank. He......

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Title: Under Armour Marketing
Approximate Word Count: 4899
Approximate Pages: 20 (250 words per double-spaced page)

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