The Daily Poke: Brand eco-system

A couple of years ago, Under Armour was under pressure.

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The fitness brand was lagging behind brand leaders like Nike and Adidas, and even new competitors were overtaking.

But now, revenue is up, and exceeding expectations – all thanks to a bold, coherent brand strategy.

Under Armour has developed a brand ecosystem: a whole environment of different products, experiences and more. And these go well beyond the core product range of fitness wear.

For instance, Under Armour has taken its place as a thought leader thanks to its annual Future Show: an event that brings together great fitness, apparel and technology startups. .

The company draws on the strength of other brands too, partnering with the likes of Garmin, Pebble and Misfit to develop fitness devices – one of them, the UA band, even connects with other devices like heart rate monitors and earbuds.

It has invested hundreds of millions of dollars in development and acquisitions, creating a “connected fitness and nutrition strategy” that not only helps users live a healthier lifestyle but also gathers their data – essential for future product development.

They’ve even partnered with IBM to create the Internet of Athletes: a ‘cognitive coaching system’ to help users with sleep, fitness, activity and nutrition.

This way, the brand doesn’t just become part of the customer’s workout – it becomes part of their lifestyle. And that makes for a very healthy ecosystem indeed.

Via. PSFK