Activity 1: Let's Get Started! (Warm-up)
- What comes to mind when you hear 'Under Armour'? How has it changed sports apparel?
- Under Armour started with a simple shirt. What challenges did early apparel startups face?
- Beyond clothing, what makes a company a global sports brand?
Activity 2: New words and phrases
Let's explore some key terms and phrases related to sports apparel, innovation, and the founding story of Under Armour. Understanding these will help you discuss the topic more effectively.
1. Performance apparel (noun phrase): Clothing designed with specific features to enhance athletic performance or comfort.
Example: Under Armour revolutionized the market with its focus on moisture-wicking performance apparel.
2. Moisture-wicking (adjective): Describes fabric that draws sweat away from the body to the fabric's outer surface, where it can evaporate.
Example: The initial Under Armour shirt was innovative due to its superior moisture-wicking properties.
3. Brand identity (noun phrase): The visible elements of a brand, such as color, design, and logo, that together identify and distinguish the brand.
Example: Under Armour built a strong brand identity around toughness, innovation, and athletic performance.
4. Endorsement deal (noun phrase): A contract where a celebrity or athlete promotes a product or company in exchange for payment or other benefits.
Example: Securing endorsement deals with professional athletes was a key strategy for Under Armour's growth.
5. Market disruption (noun phrase): The process by which a new product or service challenges and eventually displaces existing market leaders.
Example: Under Armour's innovative fabric technology created market disruption in the athletic wear industry.
6. Direct-to-consumer (DTC) (adjective): A business model where a company sells its products directly to customers, bypassing traditional retailers.
Example: Under Armour initially relied on a direct-to-consumer approach by selling to sports teams and athletes.
7. Global expansion (noun phrase): The strategy of a business extending its operations, products, or services into international markets.
Example: Under Armour pursued aggressive global expansion to compete with established sportswear giants.
8. Brand loyalty (noun phrase): The tendency of consumers to repeatedly buy products or services from the same brand due to positive experiences and trust.
Example: Consistent product quality and strong marketing helped Under Armour build significant brand loyalty.
Activity 3: Reading - Under Armour: From a Basement to a Global Sportswear Powerhouse
Read the following passage about the early days of Under Armour and its transformation into a global sportswear giant, focusing on key innovations and business strategies that built its success. Pay attention to the concepts discussed.
The story of Under Armour, a prominent American sports equipment company, began in 1996 in the basement of his grandmother's house in Washington, D.C. Its founder, Kevin Plank, a former special teams captain for the University of Maryland football team, was tired of constantly changing his sweat-soaked cotton T-shirts during practices. He envisioned a better solution: a moisture-wicking synthetic fabric shirt that would keep athletes dry and light. This simple yet revolutionary idea was the genesis of Under Armour.
Plank spent his savings developing his first prototype, a compression T-shirt designed to wick sweat away from the body. He started by selling his shirts directly to college football teams from the trunk of his car. His initial customers were his former teammates and other college athletes who quickly recognized the superior performance of his apparel compared to traditional cotton. This direct-to-consumer approach allowed him to get immediate feedback and build a loyal following among athletes.
A pivotal moment came when a former teammate, who had gone on to play in the NFL, requested shirts for his entire team. This led to Under Armour's first major team sale and a significant boost in credibility. The company's brand identity began to form around its core promise: "to make all athletes better through passion, design, and the relentless pursuit of innovation." This focus on performance apparel and solving a clear problem for athletes set Under Armour apart from established sportswear brands.
In the early 2000s, Under Armour expanded its product line beyond compression shirts to include various types of athletic wear, footwear, and accessories. Their aggressive marketing campaigns, often featuring gritty, intense imagery and slogans, resonated with athletes. Securing high-profile endorsement deals with star athletes across different sports, such as NFL players and NBA stars, further propelled the brand into the mainstream. These partnerships were crucial for gaining market share and challenging giants like Nike and Adidas.
Under Armour's success is a testament to its disruptive innovation in fabric technology, its clear brand identity, and its effective marketing and distribution strategies. Despite facing intense competition, the company achieved rapid global expansion, becoming a multi-billion-dollar enterprise. By consistently focusing on performance, quality, and connecting with the athlete's mindset, Kevin Plank transformed a simple idea for a better T-shirt into a global sportswear powerhouse, demonstrating the power of solving a specific problem with superior product innovation.
Activity 4: Discussion
Now, let's discuss the following questions about the broader themes inspired by Under Armour's story. Use insights from the reading passage and your own thoughts to answer.
- How can solving a simple problem lead to big business?
- Why is product innovation crucial in competitive markets?
- How do athlete endorsements impact a brand's growth?
- What are the advantages of a direct-to-consumer model?
- How do companies build a strong brand identity?