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Drive the Game – Under Armour

Under Armour’s growth in the past few years is almost unfathomable. A sportswear company generating almost $4 billion dollars in annual revenue while only being 20 years old is more than impressive.

Of course, then you consider it’s the choice footwear and attire of 2015 Super Bowl champion quarterback Tom Brady, 2015 NBA MVP and NBA champion Stephen Curry, as well as a certain 2-time Major winner and face of American golf to name a few.

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Okay, maybe it shouldn’t be so surprising.

Two decades ago, a former football player named Kevin Plank reinvented performance sports clothing, and nothing has been the same ever since.

Today, it’s virtually impossible to step onto a course anywhere in the world without seeing a piece of Under Armour gear. From heat-trapping ColdGear Infrared, to sweat-wicking HeatGear, to weather-resistant UA Storm technology, the Under Armour Golf Collection is engineered with innovations that help you stay dry, light, comfortable, and 100% focused in any conditions. Under Armour has become so popular that it’s on the heels of Nike to become the #1 apparel and footwear brand in all sports.

Kevin Plank, the CEO and founder of Under Armour, stated during Under Armour’s most recent quarterly earnings call:

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“We launched our line of golf footwear just ahead of Masters Week, with three styles: The Tempo Tour at $220, the Drive One at $200, and the Tempo Hybrid at $160, driving premium as we introduce ourselves to this market. Jordan Spieth has energized the game of golf and continues to drive incredible brand heat for us. We are well-positioned to become the authentic performance alternative for today’s passionate golfer. Our entry into golf-specific footwear enables us to provide a head-to-toe solution. The Drive One is already one of the top five selling items on our website, despite the presale launching just a few weeks ago.

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From The Rock to Misty Copeland, we bring together diverse athletes that truly speak to our willingness of adapting to new terrain. And for Under Armour, partnerships like the ones we have with Misty, The Rock, Cam Newton, Stephen Curry, Tom Brady, Jordan Spieth, Bryce Harper, so many more, all combine to make a powerful statement about how we operate as a company”

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Clearly, Under Armour’s not just protecting their house, but building its empire, and golf is one of the many bricks in the castle. We asked our own Matt McCabe, VP of Apparel and Footwear, to comment on what it is Under Armour does better than the rest.

“Under Armour has experienced an incredible ascension in the golf apparel category. Their appeal in golf is due to a few reasons:

    • Broader brand recognition of Under Armour from other sports.
    • A presence on current #2, former #1 player in the world, Jordan Spieth.  He is young, likable, a great talent and a 2-time Major winner, and an American.
    • The line itself delivers clean styling in a fit that is good for the masses. In addition, Under Armour has done a great job in providing technology in apparel in a way that no one else has at affordable price points. Some examples are the gym-short-style waistband in their pants and shorts, which provide a comfortable fit, the ArmourVent polo, which allows for better body cooling when playing in warm weather, and ColdGear Infrared base layer apparel for staying warm on cooler golfing days in early spring and late fall.

The growth of Under Armour may be unprecedented, but the next step may still be bigger.

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