Under Armour 2010 Annual Report Download - page 10

HEATGEAR®is designed to be worn in warm to hot temperatures under equipment or as a single layer. Our
first compression T-shirt was the original HEATGEAR®product and remains one of our signature styles. While
a sweat-soaked traditional non-performance T-shirt can weigh two to three pounds, HEATGEAR®is engineered
with a microfiber blend designed to wick moisture from the body which helps the body stay cool, dry and light.
We offer HEATGEAR®in a variety of tops and bottoms in a broad array of colors and styles for wear in the gym
or outside in warm weather.
Because athletes sweat in cold weather as well as in the heat, COLDGEAR®is designed to wick moisture
from the body while circulating body heat from hot spots to help maintain core body temperature. Our
COLDGEAR®apparel provides both dryness and warmth in a single light layer that can be worn beneath a
jersey, uniform, protective gear or ski-vest and our COLDGEAR®outerwear products protect the athlete, as well
as the coach and the fan from the outside in. Our COLDGEAR®product offerings generally sell at higher prices
than our other gearlines.
ALLSEASONGEAR®is designed to be worn in changing temperatures and uses technical fabrics to keep
the wearer cool and dry in warmer temperatures while preventing a chill in cooler temperatures.
Footwear
We began offering footwear for men, women and youth in 2006, and each year we have expanded our
footwear offerings. Our footwear offerings include football, baseball, lacrosse, softball and soccer cleats, slides,
performance training footwear, running footwear and basketball footwear. Our footwear is light, breathable and
built with performance attributes for athletes. Our footwear is designed with innovative technologies which
provide stabilization, directional cushioning and moisture management engineered to maximize the athlete’s
comfort and control. During 2010, we introduced basketball footwear, which had a limited introduction in the
United States and Canada.
Accessories
Our baseball batting, football, golf and running gloves include HEATGEAR®and COLDGEAR®
technologies and are designed with advanced fabrications to provide the same level of performance as our other
products. Net revenues generated from the sale of baseball batting, football, golf and running gloves are included
in our accessories category.
We also have agreements with our licensees to develop Under Armour accessories. Our product, marketing
and sales teams are actively involved in all steps of the design process in order to maintain brand standards and
consistency. During 2010, our licensees offered bags, socks, headwear, custom-molded mouth guards and
eyewear designed to be used and worn before, during and after competition, and feature performance advantages
and functionality similar to our other product offerings. License revenues generated from the sale of these
accessories are included in our net revenues. We have developed our own headwear and bags, and beginning in
2011, these products are being sold by us rather than by one of our licensees.
Marketing and Promotion
We currently focus on marketing and selling our products to consumers for use in athletics, fitness, training
and outdoor activities. We maintain control over our brand image with an in-house marketing and promotions
department that designs and produces most of our advertising campaigns. We seek to drive consumer demand for
our products by building brand equity and awareness as a leading performance athletic brand.
Sports Marketing
Our marketing and promotion strategy begins with selling our products to high-performing athletes and
teams on the high school, collegiate and professional levels. We execute this strategy through outfitting
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