Final answer:
Under Armour's early success can be largely attributed to its innovative moisture-wicking fabric and high-performance sports apparel that catered to athletes' needs. The brand differentiated itself with product-focused innovation and grassroots marketing strategies, which included partnerships and endorsements by key athletes.
Step-by-step explanation:
The early success of Under Armour in the sports apparel industry can be attributed to several strategic components. However, the one that stands out is their innovative product design, which differentiated them from competitors. Under Armour focused on producing high-performance sports apparel that kept athletes cool, dry, and light throughout the course of a game, practice, or workout. This product functionality was a result of their moisture-wicking fabric, which became their staple. Athletes seeking comfort and performance quickly adopted Under Armour's garments.
Unlike Abercrombie & Fitch's strategy of using the imagery of an East Coast yacht club for selling their “casual luxury” line, Under Armour's approach was purely performance-oriented. The company's dedication to innovation and their understanding of athletes' needs helped in creating a strong brand that resonated with its target market. Their specific marketing initiatives, emphasizing the durability and quality of their garments, helped propel the brand within the sports community. Another key factor in Under Armour's early strategy was the grassroots marketing efforts. The founder, Kevin Plank, started by reaching out to his former college football teammates and equipment managers, which created an authentic connection and built trust within the sports community. This word-of-mouth marketing, coupled with strategic partnerships and endorsements by key athletes, allowed Under Armour to cement its presence in the market.