The second company we’re looking at is Under Armour. Under Armour is known for high performance athletic gear that focuses on durability and serious training. Unlike some brands that mix fashion with fitness, Under Armour is all about helping athletes and fitness enthusiasts perform their best. Their products are designed to handle tough workouts and help people push themselves further.
Demographic Information:
Under Armour targets people aged 18 to 45. Their audience includes all genders, though it’s slightly more male-dominated. Customers usually live in suburban or mid-sized cities. Most have some college education or are college graduates and often work as sales professionals, coaches, healthcare workers, or fitness trainers. Income ranges from $65,000 to $95,000 per year. Many are married and live in households often with kids.
Psychographic Information:
These customers enjoy weight training, sports leagues, fitness tracking, and outdoor workouts. They value discipline, strength, consistency, and performance. Their lifestyle is structured, with routines centered around work and scheduled workouts. They tend to be competitive, goal-oriented, and disciplined. A common challenge is finding athletic clothing that can withstand tough workouts.
Behavioral Information:
Under Armour customers are loyal to the brand and usually shop seasonally based on their training needs. They use the apparel mainly for workouts and sports. Online, they look at YouTube, Facebook, fitness blogs, and Google reviews before buying.
Goals and Objectives:
In the short term, customers want to improve strength and endurance. Long-term, they aim to maintain overall health and athletic ability. Under Armour helps by offering performance-driven gear built for intense activity.
Objections and Concerns:
Some potential barriers include the brand not being as lifestyle-focused as competitors. Common questions are: “Will this help me perform better?” and “How long will it last?”
Influence Factors:
Customers are influenced by professional athletes, trainers, and coaches. They consume media like sports networks, fitness podcasts, and YouTube training channels.
Customer Persona:
Jordan Williams is a 38-year-old sales manager and recreational athlete living in suburban Columbus, Ohio. He’s a college graduate, earns $85,000 per year, and lives with his spouse and two kids.
Customer Quote:
“Under Armour gear holds up through the toughest workouts and never lets me down.”
Sources:
- https://telmarhelixa.com/resources/under-armour-audience-analysis#:~:text=While%20it%20is%20not%20surprising,more%20specific%20details%20are%20interesting.
- https://www.marketwatch.com/story/under-armour-is-attracting-older-customers-while-teens-prefer-nike-and-vans-2019-04-10
