Case Study on “Under

Armour Enters the

Basketball Shoe Market”
Answer1.

In concern of Under Armour, it is mentioned that the main reason of the success of
the company was to focus on niche markets so that the company could be capable
to overlook the many of the huge athletic shoes as well as apparel companies like
Nike, Adidas, and Rebook, etc.

Similarly, the company’s initial product was the line of the tight-fitting T-shirts which
are made of the synthetic compression fabric that targeted the professional athletes
as well as fitness buffs. Along with this, one more reason for its success was the
strong product positioning, dynamic advertising, and quality products (ten Have,
2019).

In this manner, some important factors are focusing on niche marketing, strong
product positioning, dynamic advertising, quality products, a unique brand identity by
its “Protect This House” TV advertising campaign, etc. that have made the
contribution in its growth.

Answer2.

In respect of Under Armour, it is defined that the key components of its integrated
marketing communications program are the ads in magazines, TV ads, and the
promotion campaigns, etc.

which are beneficial for the company to build it strong customer base by reaching
their target customers with the help of different TV ads. Moreover, these ads are also
effective to relate the athletes with the company and make them comfortable with the
company’s brand when they keep Under Armour’s brand on priority (Green &
Chattaraman, 2018).

Answer3.

While discussing the Under Armour’s decision, it is evaluated that it was the
important strategic move of Under Armour in which company launched the
performance training shoes and it was significant for the company to give it a
foothold in concern of the mainstream athletic footwear market (Mahdi et al., 2015).
It was done by the company because the company supposed this market as the key
driver for the company’s future growth as well as achievements of its goal like
becoming a global brand in terms of the multi-billion dollar. Moreover, because of its
football, baseball, softball and lacrosse shoes, the company got success under the
cleated footwear market by competing its competitors.

Answer4.

As per the basketball market, Under Armour made the decision of rolling out the new
basketball shoes by limited distribution for creating the demand for its Micro G line
products. With the help of this measured approach, the company challenged its
competitors such as Nike, Adidas, and Reebok who capture a significant area
around 95% of the US basketball market by its various brands (Luo et al., 2015).

Similarly, the key pros of using Brandon Jennings as their primary endorser for its
new basketball shoe line is that he was considered as one of the highly decorated
people, coming out of high school. He was an outstanding player and also a
McDonald’s All Americans.

He was the person who went overseas besides going to college. That is why Under
Armour wished Brandon Jennings to be the brand face for the company and use its
shoe as well as its products under the European League.

Answer5.

On the basis of the above discussion on the success of Under Armour, it can be
estimated that the company will be capable to enter into the basketball shoe market
because its past record of performance was outstanding and the company achieved
its all the set standards as per its goals and objectives.

Similarly, it is also mentioned that the company has captured a significant area in the
basketball market in the US that will be the positive sign for the company’s image
and its product sales too (Mahdi et al., 2015). In this manner, it is cleared that Under
Armour will be successful in entering the basketball shoe market on behalf of its
previous market performance.

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