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Under Armour

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CURRENT CASE CHALLENGE

Consumer Insights


Overview: Our consumer insights team is performing market research. We are looking to bring to life the "it" girl on campus. Consumer insights are critical to developing product and marketing strategies. Please answer these questions: How does she work out? What footwear does she wear when working out (be specific)? If different, what footwear does she wear when she is not working out (be specific)? Please feel free to do creative research. Also, use these consumer insights to come up with a marketing/product strategy recommendation.
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CURRENT MINI CASE

Open-Toed Footwear Strategy


Challenge: What trends are you spotting in the open-toed footwear market?
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ABOUT Under Armour:

It started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate ...Read More

It started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance.

Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. The technology behind Under Armour's diverse product assortment for men, women and youth is complex, but the program for reaping the benefits is simple: wear HeatGear when it's hot, ColdGear when it's cold, and AllSeasonGear between the extremes.

Under Armour's mission is to provide the world with technically advanced products engineered with our superior fabric construction, exclusive moisture management, and proven innovation. Every Under Armour product is doing something for you; it's making you better.
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