Why Is Under Armour So Popular? (15 Reasons)

Under Armour has been in the top 10 athletic apparel brands in the US for years now. They entered this already saturated market in the late 90s and gained success over the years. But why is Under Armour so popular?

Well, they’ve been doing a lot of things right. Especially their incredible marketing strategy and focus on technology are to be credited for the brand’s success. Their pricing and quality are also fair, which has kept it a household name for years.

Let’s take a deeper look at the reasons that are behind Under Armour’s popularity. The brand has come a long way in just over 2 decades of starting out and we’ll explore why.

Why Is Under Armour So Popular?- 15 Reasons Why It’s Among USA’s Top Athletic Apparel Brand

We conducted an in-depth analysis of the Under Armour brand and we found a lot of positives to take a look at.

1. Extremely Recognizable Logo

Today the Under Armour logo is recognizable around the world. It’s really simple with the ‘U’ and ‘A’ in the brand name overlapping. The simplicity plays into how recognizable the logo is, making the brand more popular around the globe.

2. Real-Life Problem-Solving

Kevin Plank, the founder of Under Armour, was the special captain of the University of Maryland football team at the time the brand started. 

He found that the t-shirts he wore while playing got soaked with sweat making them uncomfortable to wear. He came up with sweat-wicking t-shirts made of synthetic material that stay much drier while playing. 

This is a big value addition for any athlete. That’s why people started buying Under Armour products immediately.  

3. Performance-Centric Products

Under Armour is all about performance and functionality. The clothes are made from quality materials that keep the athlete comfortable and feeling light throughout the play.

Their footwear is highly supportive and offers shock absorption that is much needed for sports and other physically vigorous activities. The brand is aware that different sports and outdoor activities have different needs, that’s why they have separate product designs and features to best serve every activity.

4. Improving Fitness Technology

Under Armour is a brand that is relentlessly in pursuit of innovation. They were one of the first to incorporate 3D avatar technology to improve digital sizing standards. 

Their proprietary technologies combat the cold weather without needing to wear bulky winter wear is what made their ColdGear Golf Kit so successful. 

5. Successful Expansion Outside The US

Under Armour has always focused on making its presence known worldwide and not only in its home country of the USA. 

Their sales are highest in North America by a lot but after stabilizing in this market they shifted their focus to international markets in EMEA (Europe, the Middle East, and Africa), Asia-Pacific, and Latin America. 

One of their international marketing milestones was in 2016. Under Armour was able to put on a great show in the Olympics held in Rio even without being the official sponsor. This helped their international image. Each year their international sales are growing and EMEA is their current biggest international market. 

6. Impressive Marketing To Female

Under Armour didn’t start out as a female-inclusive brand but quickly shifted its focus to include women. After some initial failure, they came up with their “I Will What I Want” campaign. 

Including prominent women like Gisele Bundchen, Misty Copeland, and Lindsey Vonn in their advertisement, and telling the story of women overcoming challenges made the brand a popular destination for female shoppers in North America. 

7. Comfortable Clothing Line

Comfort is a big factor in any sportswear brand’s success. Under Armour has mastered comfort with its sweat-wicking technology and soft material. All of their products are made for long hours of use, so they take care to ensure comfort.

8. Quality Material

Under Armour produces high-quality, durable products and very easy to clean. The brand has a good reputation when it comes to durability in comparison with other similar brands. You get a pretty good bargain when it comes to quality, which is why people love this brand.

9. Good Product Variety

Under Armour serves so many different product categories that you can find almost all the things you need in sportswear. Apparel, shoes, and accessories that are fit for exercise and different sports are available. 

The brand has specialized clothing for many forms of sports and outdoor activities, which makes it a one-stop shop.

10. Big-Name Athlete Partners

Under Armour has associated itself with a lot of big-ticket athletes like Tom Brady, Michael Phelps, Lindsey Vonn, Bobby Zamora, etc. But none of its partnerships is as famous as the one with Stephen Curry.

Their Curry Brand was launched with the aim of competing with Nike which has Michael Jordan under its flag. Under Armour gained a lot of positive attention and followers from big athletes promoting their brand and wearing their products during games. 

11. Reasonable Price

Under Armour is reasonably priced when you consider the high-quality synthetic fibers the clothes are made of. You are paying for the best technology.

Price is an obvious factor in any brand’s popularity. Under Armour has done a great job at providing great value for the hefty price tags.

12. Easily Accessible Products

Under Armour has more than 15,000 physical outlets around the globe. You can also order online. You can also buy from Under Armour-approved sellers and retailers. 

With all these channels of delivery, Under Armour is one of the most globally accessible sportswear brands. Its physical presence outside the US is partly responsible for its global recognition.

13. Frequent Discounts

As we already mentioned, Under Armour retail outlets offer a lot of discount offers throughout the year. You’ll also get good deals online, which draws a lot of customers in.

14. Ultimate Intern Program

Under Armour successfully turned an internship opportunity into a marketing campaign. They gained 120,000 likes on their Facebook page and 4000 Twitter followers from their Ultimate Intern Program.

Students could enroll and undergo a series of challenges to get a summer internship at Under Armour. The popularity of this competition on social media helped reach the 1 million follower mark across social media platforms. 

15. Focus On Sustainability

By no means can Under Armour be labeled a sustainable brand but it has put in a conscious effort to reduce its carbon footprint. 

From recycling material in their production process to choosing and designing more sustainable materials, Under Armour has shown some commitment to sustainability. That’s definitely applauded by customers.

What Is The Competitive Advantage of Under Armour?

The biggest competitive advantage of Under Armour is its ability to innovate. The brand has created that image for itself by repeatedly launching new technologies. It’s perceived as giving higher value to athletes.

Under Armour has also invested in a lot of digital well-being platforms like MyFitnessPal, MapMyFitness, EndoMondo, etc. This creates a deep-rooted affiliation between Under Armour and fitness that draw athletes to this brand.

Another competency that distinguishes Under Armour is its use of interesting marketing techniques that capture an audience. The brand is known for its fresh marketing and has benefitted from the same from time to time. 

What Makes Under Armour Different?

Under Armour’s most close competitors across most market segments are Nike and Adidas. Although both brands are bigger and older than it, Under Armour has still been able to distinguish itself through superior product design.

UA is different in its commitment to providing high-value to the athlete and cutting-edge performance. It’s placed itself as the master innovator of fitness apparel brands.

The company is much newer than its fiercest competitors. Only after 20 years of coming into existence, in 2016, it was named by Forbes as the 6th Most Innovative Company of The Year.

Their innovation and the ability to brand themselves as an ‘innovative company’ is what makes Under Armour stand out.

Why Is Under Armour So Expensive?

Under Armour is not more expensive than other high-quality fitness apparel companies like Nike and Adidas. It falls within the same price category but that being said, it’s still expensive for most. 

The material of UA is superior for sure. Lightweight, comfortable, and well-made, its shirts also offer a good fit. The stitching you’ll notice is impeccable. It’s these small details that tell you the quality of the product. Moreover, their products are durable and last even with heavy use. 

So, in our opinion, you do get what you pay for.

Final words

Why is Under Armour so popular? The top reasons are their innovative technology, recognizable logo, accessibility, marketing plan for females, real-life problem solving, expansion outside the US, quality material, comfort, vast product range, partnership with big ticket athletes, sustainable approach, reasonable pricing, and frequent discounts.

More than anything, the brand is about superior performance. Functionality is Under Armour’s top priority. They have launched so many successful marketing campaigns that were truly unique. These are also responsible for the popularity of the brand. Under Armour is a master when it comes to branding.

There’s a lot to learn from them. Especially when it comes to creating a strong brand image.