Males aged 18-24 who are sporting amateurs, enthusiasts, or athletes. They are looking for
innovative sporting-wear that is both cooling and stylish.

Americans are culturally growing interest in “athleisure” wear (athletic clothing worn by
non-athletes, like running shoes worn by non-runners and yoga pants worn by people not
participating in yoga). As our target audience see a rising number of un-athletic people wearing
Under Armour products, the brand image could be tarnished. Our audience may come to see UA as
casual-wear brand instead of athletic-wear.

The target audience finds that wearing Under Armour products makes them feel more athletic and
confident. This is due to the styling of the products, their athletic associations, and the brand
image that is bolstered by many sporting endorsements.

Under Armour has a track record for successful product innovation in the men’s athletic-wear market
(for instance, replacing the industry standard material of Elastane in favor of new thread
texturing techniques). They are also worn by many professional athletes who demand high-performing

We want our target audience to think that Under Armour is cutting edge and high performing.

We want customers to feel athletic and confident when they use Under Armour.

We want our audience to choose Under Armour over other athletic-wear brands.

For users who need the cutting edge in high-performing athletic-wear, Under Armour offers a wide
variety of products that allow consumers to be stylish and confident as they pursue their athletic
goals. UA also sets themselves apart from their competitors by continuing to introduce innovative
performance solutions to the market.