Under Armour 2014 Annual Report Download - page 13

M
arket
i
ng and Promot
i
o
n
We current
l
y
f
ocus on mar
k
et
i
ng an
d
se
lli
ng our pro
d
ucts to consumers pr
i
mar
il
y
f
or use
i
nat
hl
et
i
cs,
fi
tness, tra
i
n
i
ng an
d
out
d
oor act
i
v
i
t
i
es. We see
k
to
d
r
i
ve consumer
d
eman
db
y
b
u
ildi
ng
b
ran
d
equ
i
ty an
d
awareness t
h
at our pro
d
ucts
d
e
li
ver a
d
vantages t
h
at
h
e
l
pat
hl
etes per
f
orm
b
etter
.
S
ports Marketin
g
Our mar
k
et
i
n
g
an
d
promot
i
on strate
gy b
e
gi
ns w
i
t
h
prov
idi
n
g
an
d
se
lli
n
g
our pro
d
ucts to
high
-per
f
orm
i
n
g
at
hl
etes an
d
teams on t
h
e
high
sc
h
oo
l
,co
ll
e
gi
ate an
d
pro
f
ess
i
ona
ll
eve
l
s. We execute t
hi
s strate
gy
t
h
rou
gh
o
ut
fi
tt
i
n
g
a
g
reements, pro
f
ess
i
ona
l
an
d
co
ll
e
gi
ate sponsors
hi
ps,
i
n
di
v
id
ua
l
at
hl
ete a
g
reements an
dby
prov
idi
n
g
an
d
se
lli
n
g
our pro
d
ucts
di
rect
ly
to team equ
i
pment mana
g
ers an
d
to
i
n
di
v
id
ua
l
at
hl
etes. As a resu
l
t, our pro
d
ucts
are seen on t
h
e
fi
e
ld
,
gi
v
i
n
g
t
h
em exposure to var
i
ous consumer au
di
ences t
h
rou
gh
t
h
e
i
nternet, te
l
ev
i
s
i
on,
ma
g
az
i
nes an
dli
ve at sport
i
n
g
events. T
hi
s exposure to consumers
h
e
l
ps us esta
bli
s
h
on-
fi
e
ld
aut
h
ent
i
c
i
t
y
as
consumers can see our pro
d
ucts
b
e
i
n
g
worn
by high
-per
f
orm
i
n
g
at
hl
etes.
We are the official outfitter of athletic teams in several high-profile collegiate conferences. We are an
o
fficial 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. We are the Official Performance
Footwear Supplier of Major League Baseball and 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
.
I
nternationall
y
, we sponsor and sell our products to European and Latin America soccer and ru
g
b
y
teams.
W
e provide the Tottenham Hotspur Football Club with performance apparel, includin
g
trainin
g
wear and pla
y
in
g
kit for the Club’s First and Academ
y
teams, to
g
ether with replica product for the Club’s supporters around the
world. We are the official technical kit supplier to the Welsh Ru
g
b
y
Union and have exclusive retail ri
g
hts on the
r
eplica products. Be
g
innin
g
in 2014, we became the official kit supplier of the Chilean football club, Corporació
n
Club Social
y
Deportivo Colo-Colo, alon
g
with Cruz Azul Futbol Club, A.C. and Deportivo Toluca F.C. i
n
Mexico
.
We a
l
so see
k
to sponsor events to
d
r
i
ve awareness an
db
ran
d
aut
h
ent
i
c
i
t
yf
rom a
g
rassroots
l
eve
l
.We
h
ost
com
bi
nes, camps an
d
c
li
n
i
cs
f
or at
hl
etes
i
n man
y
sports at re
gi
ona
l
s
i
tes across t
h
e countr
y
.T
h
ese events, a
l
on
g
w
i
t
h
t
h
e pro
d
ucts we ma
k
e, are
d
es
ig
ne
d
to
h
e
l
p
y
oun
g
at
hl
etes
i
mprove t
h
e
i
r tra
i
n
i
n
g
met
h
o
d
san
d
t
h
e
i
r overa
ll
p
er
f
ormance. We are a
l
so t
h
et
i
t
l
e sponsor o
f
aco
ll
ect
i
on o
f high
sc
h
oo
l
A
ll
-Amer
i
ca Games t
h
at creat
e
s
ig
n
ifi
cant on-
fi
e
ld
pro
d
uct an
db
ran
d
exposure t
h
at contr
ib
utes to our on-
fi
e
ld
aut
h
ent
i
c
i
t
y
.
Me
d
ia
We
f
eature our pro
d
ucts
i
n a var
i
et
y
o
f
nat
i
ona
l digi
ta
l
,
b
roa
d
cast, an
d
pr
i
nt me
di
a out
l
ets. We a
l
so ut
ili
ze
soc
i
a
l
an
d
mo
bil
eme
di
atoen
g
a
g
e consumers an
d
promote conversat
i
on aroun
d
our
b
ran
d
an
d
our pro
d
ucts.
R
etail Pre
s
entation
T
h
epr
i
mar
y
component o
f
our reta
il
mar
k
et
i
n
g
strate
gy i
sto
i
ncrease an
db
ran
dfl
oor space
d
e
di
cate
d
to ou
r
p
ro
d
ucts w
i
t
hi
n our ma
j
or reta
il
accounts. T
h
e
d
es
ig
nan
df
un
di
n
g
o
f
Un
d
er Armour concept s
h
ops w
i
t
hi
n our
ma
j
or reta
il
accounts
h
as
b
een a
k
e
yi
n
i
t
i
at
i
ve
f
or secur
i
n
g
pr
i
me
fl
oor space, e
d
ucat
i
n
g
t
h
e consumer an
d
creat
i
n
g
an exc
i
t
i
n
g
env
i
ronment
f
or t
h
e consumer to exper
i
ence our
b
ran
d
.Un
d
er Armour concept s
h
ops
en
h
ance our
b
ran
d
’s presentat
i
on w
i
t
hi
n our ma
j
or reta
il
accounts w
i
t
h
as
h
op-
i
n-s
h
op approac
h
,us
i
n
gd
e
di
cate
d
fl
oor space exc
l
us
i
ve
ly f
or our pro
d
ucts,
i
nc
l
u
di
n
gfl
oor
i
n
g
,
ligh
t
i
n
g
,wa
ll
s,
di
sp
l
a
y
san
di
ma
g
es
.
S
ales and Distribution
T
h
ema
j
or
i
t
y
o
f
our sa
l
es are
g
enerate
d
t
h
rou
gh
w
h
o
l
esa
l
ec
h
anne
l
s, w
hi
c
hi
nc
l
u
d
e nat
i
ona
l
an
d
re
gi
ona
l
sport
i
n
gg
oo
d
sc
h
a
i
ns,
i
n
d
epen
d
ent an
d
spec
i
a
l
t
y
reta
il
ers,
d
epartment store c
h
a
i
ns,
i
nst
i
tut
i
ona
l
at
hl
et
ic
3