7/1/2013
Athletic brand Under Armour is concentrating on youth as part of its three-year growth plan. Under Armour expects its youth business to generate $500 million by 2016. Launched in the spring, UA Next is building specific innovation and product elements into its kid-related merchandise. “Whether it be the UPF 50+ sun protection story or the chest protector in baseball, or fun technologies, including an apparel product that changes color when exposed to the elements, we will continue to put both performance and protection at the forefront of what we do,” says Under Armour’s Glenn Silbert.
The company is also attracting young fans through team sports. “We are on a mission to be the head-to-toe brand in baseball, softball, soccer, basketball, lacrosse, basically any participation sport where Under Armour can make a difference,” says Silbert. Under Armour is also targeting young fans by introducing classic kid-favored merchandise, such as hoodies and Spider-Man-licensed T-shirts. “These are the items that mom and dad literally have to beg their kids to allow them to wash because they wear them everywhere and all the time. Not only are they huge volume drivers for our brand, but they get our brand out there in a bold way in front of millions of people.”
SOURCE: Under Armour, Glenn Silbert, Director, Next, 1020 Hull St., 3rd Fl., Baltimore, MD 21230; 410-454-6428; gsilbert@underarmour.com; www.underarmour.com.
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