Under Armour 2011 Annual Report Download - page 12

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®products 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, basketball footwear and new in 2011, hunting boots. 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.
Accessories
During 2011, we began selling hats and bags in house. Previously these products were sold by one of our
licensees. In addition, our accessories include baseball batting, football, golf and running gloves. Our accessories
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 gloves, and
beginning in 2011, from the sale of hats and bags, 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 2011, our licensees offered socks, team uniforms, baby and kids’ apparel, eyewear and
custom-molded mouth guards that 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.
Marketing and Promotion
We currently focus on marketing and selling our products to consumers primarily for use in athletics,
fitness, training and outdoor activities. We seek to drive consumer demand by building brand equity and
awareness that our products deliver advantages that help athletes perform better.
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
agreements, professional and collegiate sponsorships, individual athlete agreements and by selling our products
directly to team equipment managers and to individual athletes. As a result, our products are seen on the field,
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