After delivering on the keep-you-cool promise of HeatGear® with the first T-shirt, Under Armour introduced its now-famous ColdGear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then AllSeasonGear®, which keeps athletes comfortable between the extremes.

THE ONLY WAY IS THROUGH THE ONLY WAY IS THROUGH.

Under Armour often hires professional athletes as brand ambassadors as part of its strategy. However, more often than other brands, it focuses on people who haven't reached the top yet, but who are working so hard against the odds that the company believes they will be winners in the future.

Under Armour uses value-based pricing strategy for its products as they are known for their advanced quality. Although the company has a lot of well established brands as competitors but still it is able to charge a little extra than them for its products on the basis of superior innovative materials and fabrics.

Newsweek has recognized Under Armour in their inaugural Most Trustworthy Companies 2022 list. In partnership with Statista, a German company specializing in marketing and consumer data, Newsweek ranked Under Armour #2 out of 16 total companies for the Textile, Clothing, & Luxury Goods category.

High levels of quality, durability, and performance are pillars of UA product and materials.

US Ad of the Day: Under Armour reintroduces 20-year-old tagline 'protect this house'

Under Armour Logo PNG At first glance, the Under Armour logo has always been what it is now – a crisscross formed by the letters “A” and “U”.

Under Armour's target group in the United States includes athletes of all levels, from weekend warriors to professional athletes. The company focuses on athletes who are looking for performance-enhancing apparel and footwear. Under Armour also targets consumers who are looking for fashionable apparel and accessories.

There are three standard types of product positioning strategies brands should consider: comparative, differentiation, and segmentation. Through these strategies, brands can help their product stand out by targeting the right audiences with the best message.

Worse, the brand finds itself out of step with consumer taste. “The fashion cycle moved away from them. They stayed true to their muse, performance footwear and apparel,” said Matt Powell, an analyst with the NPD Group. “But that's just not where the business is.

Success Comes Calling Having delivered on the keep-you-cool promise with HeatGear, Under Armour went a step further by introducing ColdGear in 1997 designed to keep athletes warm, dry, and light in cold conditions. The AllSeasonGear soon followed, offering athletes a comfy and high-performance t-shirt for all seasons.