Authors: Kimberly S. Miloch; Jason Lee; Patrick M. Kraft; Vanessa Ratten
Addresses: Texas Woman's University, PH 208D, P.O. Box 425647, Denton, TX 76204-5647, USA. ' University of North Florida, 1 UNF Drive, Jacksonville, FL 32224, USA. ' The Norville Center for Intercollegiate Athletics, Loyola University Chicago, 6526 N. Winthrop Avenue, Chicago, IL 60626, USA. ' Deakin Graduate School of Business, Deakin University, 70 Elgar Road Burwood, Victoria, Australia
Abstract: Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a dominant presence in the sport performance apparel market as a newcomer in its product category. It established strong brand equity among consumers through its messaging and authentic relationship with target consumers. Utilising marketing and brand management theories, this study analysed the entrepreneurial strategies implemented by Under Armour in establishing the company's current positioning in the sport performance apparel marketplace. Using Aaker's (2005) strategic market management theory and Porter's (1980) competitive forces model as a framework, this study analysed the different marketing methods utilised to develop, maintain, and sustain the Under Armour brand.
Keywords: brand development; brand strategy; consumer relations; sport entrepreneurship; performance apparel; brand vision; sports brands; sport branding; entrepreneurial venturing; sports apparel; sport marketing.
International Journal of Entrepreneurial Venturing, 2012 Vol.4 No.1, pp.42 - 57
Available online: 08 Jan 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article