Much like the Vineyard Vines Company I posted about a few weeks ago, the Under Armour brand is a fairly new company founded in 1996. Under Armour was invented by founder and CEO, a former University of Maryland special teams captain, Kevin Plank. The main intentions of the clothing founder was to design a t-shirt that would evaporate sweat off the body and dry quicker than cotton. Plank was tired of getting weighed down by the drenched cotton t-shirts he would wear under his shoulder pads and was desperate to design something new.
Today the company has grown to be a leading manufacturer of sports performance apparel, accessories and footwear. Much like most sports performance companies, their primary target audience consist of a younger demographic. This makes social media very necessary in order to for a company such as Under Armour to engage customers within their target and recruit new consumers through building relationships.
Under Armour currently manages a successful Facebook page that is loaded with company content and filled with intriguing graphics of well-known athletes using the brand. When visiting their site, it is very noticeable that they use Facebook as a primary source much like other companies to address new information and establish new relationships.
Facebook video posted by Under Armour!
Published By: Mark Shaffer
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