Under Armour 2015 Annual Report Download - page 10

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technical products and extend across the sporting goods, outdoor and active lifestyle markets. We market our
apparel for consumers to choose HEATGEAR®when it is hot, COLDGEAR®when it is cold and
ALLSEASONGEAR®between the extremes. Within each gearline our apparel comes in three primary fit types:
compression (tight fit), fitted (athletic fit) and loose (relaxed).
HEATGEAR®is designed to be worn in warm to hot temperatures under equipment or as a single layer.
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.
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
Our footwear offerings include football, baseball, lacrosse, softball and soccer cleats, slides and
performance training, running, basketball and outdoor 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.
Accessories
Accessories primarily 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.
Connected Fitness
We offer digital fitness platform licenses and subscriptions, along with digital advertising through our
MapMyFitness, MyFitnessPal, Endomondo and UA Record applications.
License
We have agreements with our licensees to develop Under Armour apparel, accessories and equipment. Our
product, marketing and sales teams are actively involved in all steps of the design and go to market process in
order to maintain brand standards and consistency. During 2015, our licensees offered collegiate and Major
League Baseball (“MLB”) apparel and accessories, baby and kids’ apparel, team uniforms, socks, water bottles,
eyewear, inflatable footballs and basketballs and other specific hard goods equipment that feature performance
advantages and functionality similar to our other product offerings.
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.
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