The 4 Cs and the Rise of Under Armour

11733First, read Chapters 3 and 4 in your text on the sport marketing process and sport marketing research, as well as the articles “What Under Armour Knows About Branding That Its Competitors Don’t” and “How Under Armour Lost Its Edge.” Also watch the video Why Stephen Curry Left Nike for Under Armour.

Next, consider how Under Armour used information about the 4 Cs (consumers, competitors, company, and climate) to position itself in the sport apparel market. In your initial post, address the following:

Consumers: Who are Under Armour’s current or potential consumers?
Competitors: Who are Under Armour’s major competitors?
Identify at least one strategy Under Armour has used to expand its customer base.
Company: Identify at least one way Under Armour as a company is unique compared to its competitors.
Climate: What conditions in the environmental climate of sport apparel have enabled Under Armour’s success or contributed to its challenges? Consider political, cultural, and economic influences.
What are some possible indicators of Under Armour’s level of success today?

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