Under Armour 2012 Annual Report Download - page 10

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 between extreme 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 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
Accessories includes the sale of headwear, bags and 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.
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 2012, our licensees offered socks, team uniforms, baby and kids’ apparel, eyewear and
inflatable footballs and basketballs 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 providing and 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 providing
and selling our products directly to team equipment managers and to individual athletes. As a result, our products
are seen on the field, giving them exposure to various consumer audiences through the internet, television,
magazines and live at sporting events. This exposure to consumers helps us establish on-field authenticity as
consumers can see our products being worn by high-performing athletes.
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