UnderArmor vs Nike
UnderAmor vs Nike – will Under Armour topple the Nike? Probably not, but they’ll definitely give Nike a run for its money in the performance apparel market. Under Armor came on the scene with a bang with its sweat wicking, compression clothing for athletes in the late 90’s, and today they’re faced with copy-cat competition from big name companies such as Nike. “Protect this House” is the current slogan for UnderArmour, and this is how they’re doing it against their competitors:
Sticking With Their Values
Kevin Plank, found and president of UnderArmour, once said, “The Under Armor brand is truly authentic; we are for athletes and by athletes in everything we do.” Initially the market for under armor clothing was towards men, but they have since added a whole line of apparel designed for women. Although the colors were more feminine, the advertisements were still geared towards serious athletes. Also, you might be hard pressed to find any “posers” wearing under armor in comparison to Nike products.
Innovation
Research, product-development, and working with athletes and scientists to develop new and effective fabrics, designs and applications makes Under Armor the industry leader in high tech clothing. Competitors are copying their ideas, but under armor is staying ahead by continually creating new products.
Tags: Performance Apparel
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