Kevin Plank on Under Armour’s New Vision

Under Armour has embarked on a new strategy under the leadership of CEO Kevin Plank. The strategy aims at maintaining a competitive edge in the market by implementing a new strategic vision. The new vision is designed to be more engaging to the existing customer base, while at the same time effectively reaching out to target customer groups.

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Since 1996, the mission of our brand has been to make all athletes better. No matter the athlete, it has always been about innovation and pushing the limits of human performance. Today, we are truly taking a giant leap by introducing the future of spacewear. “By touching the suit today for the first time, it feels as though I’m actually touching space,” one of the VG private astronauts said. I couldn’t be more excited for @UnderArmour to be part of this history-making event with @VirginGalactic. Thank you @RichardBranson for inviting us on this ride! 🚀 #UAfamily #UAteam

A post shared by Kevin Plank (@kevinplank96) on Oct 16, 2019 at 4:01pm PDT

Acknowledging that the company, which was founded more than 20 years ago by Kevin Plank s facing stiff competition, the new vision is tailored with the understanding that there is the need to establish a more direct connection with the consumer base, and in a rapidly evolving world, new approaches and innovations are needed to achieve it.

Kevin Plank has gone to great lengths seeking to better understand his target customers. Over the years, he has come to realize that his customers are more of what he terms as focus performers rather than a general group. These are people who are after results, and they need a vision that keeps them focused on their performance. This understanding of the target customer group is critical to implementing Kevin Plank’s new vision for Under Armour, as it will be easier to connect with them.

The quest to actively engage and connect with the customers has seen Under Armour release fitness tracking apps. The apps are becoming wildly popular, with daily downloads that exceed the 70, 000 mark. In line with the dream of Kevin Plank dream, the apps are helping the company get more in touch with their customers, and with the highly personalized experiences that these apps offer, the “Under Armour Experience” is on track to help achieve the new vision.

In a bid to help their customers achieve better performance over time, the apps collect data on how the users train, how they perform at competitions, thus helping the company understand better what improvements it needs to make to come up with even better products for its target market. All this is part of the company’s quest to become part of the customer’s overall experience, by being able to engage with them better on a daily basis, and getting to better understand what would improve their experience.

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