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Under Armour- I Will What I Want !

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Introduction Have you ever thought about launching a new product where there is no previous audience?   Let’s talk about a true story- UnderArmour .   KevinPlank , who founded Under Armour in 1996,  was a 23 year old special teams captain of the University of Maryland football team. Plank got the idea for the Under Armour brand after noticing how much dryer his compression shorts were compared to regular shorts.  Plank set out to design a shirt made of synthetic fabric that would wick away moisture and began selling the apparel out of the trunk of his car and his grandmother’s basement. We don’t see commercials for Under Armour on television.  The company's marketing is based upon word-of-mouth that creates demand.  Due to the increasing number of sports players, Under Armour has seen demand for its products grow.  With a stable and growing reach across the country it is important for Under Armour to implement the available...
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Wining in a world transformed by social technologies

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Reading Reflections 2 (Chapter 5-8) In chapters 5 through 8 of Groundswell , Charlene Li and Josh Bernoff analyzed how a  company can focus on f our critical activities: Listening, Talking, Energizing, and Sup porting  to manage their company's structure.  To be success ful , a company needs to engage in these f our activities and continue to maintain them all the time. F irst,  as Li and Charnee note “your brand is what your customers say it is. And in groundswell where they communicate with each other, they decide.”  The value of a brand belongs, not to the company, but to the market.   For example, from our last blog , Under Armour , what customers think about the brand?    T here is one way to find this out:  y ou have to listen. There are two listening strategies.  The first is to set up your own private community which is how Under Armour was able to learn about customer insights. A private community is l...
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Social Media Monitoring Project one

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Social Media Monitoring Project one Introduction When you think Adidas , you probably first think about sneakers but the company offers much more . The century-old company was founded by Mr. Adi Dassler, a German with an athlet ic identity and shoemaker skills. Because he was also an athlete, he was able to fully understand the needs of athletes. H is ingenious craftsmanship and inventi ve ability enabled him to develop more than 700 patents related to sports , thus creating the Adidas kingdom of sporting goods. Mr. Dassler began to make sneakers by hand in 1920. After that, athletes from all over the world were wearing his sneakers winning at the Olympic Games, which made his products become more and more popular in the international sports world. How did A didas achieve such elevated status in the sport s  world in a society that did not have social technologies ? The company's marketing was based upon word-of-mouth to create demand. Bu...
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