Essays --

To make its brand personally relevant, surprising, and easy to process, Under Armour initially positioned itself as â€Å"a brand for the next generation of athletes.† Instead of sponsoring established athletes, Under Armour chose to sponsor up-and-coming athletes to show off their product. In first endorsement was a deal with a Dallas Cowboys football player who had been at University of Marland with Under Armour’s founder. Furthermore, the company’s performance apparel had been spotted on endorsers such as Heather Mitts (soccer), Cam Newtown (football), and Derrick Williams (basketball). As Under Armour’s sponsored athletes did well, and their teams won games and even championships, its brand started to gain attention and visibility. Under Armour gains mass recognition and attract young and serious athletes. The brand got exposure although not every rising star became a sports legend. Under Armour continued to make their products relevant by keep upgradi ng and using technology to let its customers with the best sports gear. Moreover, they took advantage of social media by staying connected with customer and offering the important information about their products. This was how Under Armour did to gain attention from onlookers and made its brand personally relevant. It started from a little-known brand name to be able to afford some high-profile deals. It’s surprising since they started out as small company becoming an industry dominated by corporate giants such as Nike and were able to grow and became a serious industry competitor. It made onlookers of sports believing its brand name and quality. Under Armour had a strong brand vision and product was easy to process because they made a clear statement that they wanted to better all a... ...purchase a top of the line product. The guarantee of the product is also clearly seen on the website because Under Armour wants its customers to feel like they matter and if they are not satisfied with the product then they will be fully refunded. This also shows that Under Armour is very confident in their product and truly cares about their customers. Under Armour wants potential customers to read their guarantee because a customer that is having a hard time making a decision of whether or not to purchase a product will see that they can have a full refund if they are dissatisfied. This provides the customer with a low risk, high reward situation and may influence their decision. Products that are continuously updated through technological advancements, has a strong brand name, and a strong mission statement and guarantee creates trust and loyalty with customers.