Under Armour 2013 Annual Report Download - page 13

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.
We are the official outfitter of athletic teams in several high-profile collegiate conferences. We are an
official supplier of footwear and gloves to the National Football League (“NFL”) and we are the official combine
scouting partner to the NFL with the right to sell combine training apparel beginning in 2012. In addition, in
2011 we became the Official Performance Footwear Supplier of Major League Baseball and became a partner
with the National Basketball Association (“NBA”) which allows us to market our NBA athletes in game
uniforms in connection with our basketball footwear.
Internationally, we are providing and selling our products to European soccer and rugby teams. Beginning
with the 2012 season, we provide the Tottenham Hotspur Football Club with performance apparel, including
training wear and playing kit for the Club’s First and Academy teams, together with replica product for the
Club’s supporters around the world. We are the official technical kit supplier to the Welsh Rugby Union and
have exclusive retail rights on the replica products. Beginning in 2014, we became the official kit supplier of the
Chilean football club, Corporación Club Social y Deportivo Colo-Colo.
We also seek to sponsor events to drive awareness and brand authenticity from a grassroots level. We host
combines, camps and clinics for many sports at regional sites across the country for male and female athletes.
These events, along with the products we make, are designed to help young athletes improve their training
methods and their overall performance. We are also the title sponsor of a collection of high school All-America
Games that create significant on-field product and brand exposure that contributes to our on-field authenticity.
Media
We feature our products in a variety of national digital, broadcast, and print media outlets. We also utilize
social marketing to engage consumers and promote conversation around our brand and our products.
Retail Presentation
The primary component of our retail marketing strategy is to increase and brand floor space dedicated to our
products within our major retail accounts. The design and funding of Under Armour concept shops within our
major retail accounts has been a key initiative for securing prime floor space, educating the consumer and
creating an exciting environment for the consumer to experience our brand. Under Armour concept shops
enhance our brand’s presentation within our major retail accounts with a shop-in-shop approach, using dedicated
floor space exclusively for our products, including flooring, lighting, walls, displays and images.
Sales and Distribution
The majority of our sales are generated through wholesale channels, which include national and regional
sporting goods chains, independent and specialty retailers, department store chains, institutional athletic
departments and leagues and teams. In addition, we sell our products to independent distributors in various
countries where we generally do not have direct sales operations and through licensees.
We also sell our products directly to consumers through our own network of brand and factory house stores
in our North America and Asia operating segments, and through our website operations in North America and
3