UA mainly produces tight underwear (for example, under basketball uniforms and baseball uniforms) or shoulder pads (for example, shoulder pads for American football or hockey), but in addition, UA also produces sweaters, ordinary Tee, long sweatpants and so on. Andema led the trend of producing tight-fitting sports equipment made of sweat-absorbent polyester yarn. Subsequently, Nike (dri-fit pro series) and Reebok (NFL equipment series) followed suit. In June 2006, Andema released a brand of football splint with the slogan "Click Click".
Chinese name
Under Armour
Foreign name
Under Armour
Army general command
Baltimore, Maryland USA
scope of business
Sports equipment
Company history
This very successful company was founded by former Maryland football star Kevin plank on 1996. Tired of the painful feeling that cotton TEE was soaked by sweat after exercise, Kevin plank invented and developed a prototype material that can keep athletes fresh and light during strenuous exercise. Then he immediately persuaded college football teams in two hot cities to buy his equipment: Georgia Institute of Technology (in hot and humid Atlanta) and Arizona State University (in Phoenix, near the desert). Then the NFL team Atlanta Falcons also put on this brand of equipment. Since then, more and more teams have chosen UA equipment, including most NCAADivision 1-A football teams. At the same time, the company also designed and manufactured many equipments for other sports.
Andema's company is headquartered in Baltimore. In 2003, the company began to advertise with the theme of "Warriors", and their slogan was "We must protect this house" (this slogan is still in use today). In 2004, Andema designed uniforms for the Maryland Water Turtle Football Team and distributed advertisements featuring the team's coach Ralph Frigan.
On June165438+1October 18, 2005, United Airlines made its initial public offering. On the first day of trading, UA created the second highest first-day gain in history, and its share price tripled from 13 at the opening to 26 at the closing.
From June 5438 to February 2005, UA announced that it had signed a five-year contract with Auburn University Sports Team, and since then UA has become the official supplier of this university sports team. In March 2006, UA signed similar contracts with Texas Tech University and South Lake Carroll High School football team.
In August 2006, UA, Nike and Reebok became the three official sports shoes manufacturers in the NFL.
In February 2007, UA reached an agreement with MLB Chicago Cubs (Major League Baseball), and Chicago Cubs allowed UA to put advertisements on outfield doors on both sides of its home court.
"This is the first time that bears have allowed advertisements or any signs to appear on outfield doors. Jay Blunk, the marketing director of the team, said that many companies have contacted them about placing advertisements on the venue. He said that UA is the best choice. "
In April 2007, the University of South Carolina signed a six-year football equipment contract with UA, with a value of108,000 USD. The contract stipulates that UA becomes the official sporting goods supplier of the South Carolina football team, and UA is responsible for providing clothes, jerseys and sneakers. At the same time, the team coach Steve Spurrier will probably become the spokesperson of this brand.
The brand UA began to become popular overseas. They set up their European headquarters in Amsterdam. Britain, Canada, Europe, Japan, Australia, New Zealand and South Africa have all become their development goals.
In May 2007, at the recent shareholders' meeting, CEO Kevin Plank announced a new marketing strategy: "Team Girl", which aimed at the women's sports market. At the same time, he also announced the expansion plan of the sports shoes department as early as 2008.
20 1 1 On March 9th, 2008, Andema signed a five-year jersey contract with Tottenham Hotspur with a total value of 50 million pounds. From 2012/2013 season, we provided professional sports equipment such as jackets and competition clothes for the first team and reserve team of Tottenham Hotspur.
Brand style
In the United States, when you mention Andema, you will inevitably think of high-end and professional sports equipment, and Andema has gradually become synonymous with "professionalism".
1. This brand takes a professional route. The product works better and the price is slightly higher than that of Nike. It is considered as the top brand of sports equipment. Tights are its most famous products.
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Andema product atlas
2. Brand slogan "Cotton is our enemy". All products are made of nylon and polyester.
3. The design style is simple.
I started from college football, so I have a high position in the eyes of young people.
5. The colors of the new women's series are mainly pink and blue.
6. I saw North Carolina at 6.NCAABasketball. UW- McGrady has this brand of equipment and jerseys, and the price seems to be a little higher than Nike. I'm not sure about their cooperative relationship (because NC is also sponsored by Jordan brand).
7. Each tights has its own unique scientific and technological content, such as breathability, quick drying, comfort, reducing friction and assisting muscle strength. Hot gear and cold gear are two brands of technology, that is to say, our products are insulated in cold weather and ventilated in hot weather. In addition, there are four seasons equipment, loose equipment and so on.
Equipment series
Andema sports brand has three series of equipment: hot gear hot equipment series, cold gear cold equipment series and foot-wearing sports shoes series. Among them, Heatgear and Coldgear series equipment are designed with revolutionary and innovative fabrics of UA brand, which are specially designed for equipment under different temperature and climate conditions, so that athletes can still show their best in extreme environments. A number of technical innovations have been made in the series of footwear and sports shoes, especially the elastic chassis technology and the four-dimensional air cushion technology.
1.HeatGear thermal equipment
HeatGear series equipment adopts UA brand breathable fabric, which can quickly evaporate sweat. Suitable for athletes who exercise above 24 degrees Celsius in hot state, and can also keep their bodies dry and light. Heat Gear Thermal Equipment Challenge Record When the climate is hot, in the hot state, thermal equipment can keep athletes cool at any time and play the best level of sports competition.
2. Cold equipment
UA Cold Gear cold equipment is designed with revolutionary innovative fabrics of Andema, and the light and thin fabrics make the fuselage light and redundant. Coldgear cold protection equipment is suitable for sports below 12℃ in extremely cold climate. Double-layer fabric allows hot air to circulate throughout the body, makes outdoor sports last longer, eliminates sweat and moisture, regulates body temperature, makes the body feel dry, and still shows its best state in extreme environment. When the climate is cold, the cold-proof equipment locks the warmth, resists the cold and keeps the athletes warm.
3. Sports shoes
Andema sneaker series footwear can support sportswear to conquer harsh training and fierce competition. UA's original performance DNA technology is integrated into the top sports shoes designed and produced by footwear. The perfect combination of cutting-edge performance and strong support, it has the ability to resist any harsh conditions no matter what kind of movement.
The slogan of UA sports shoes series is "Elite athletes need elite sports shoes". In the technical innovation of sports shoes, Andema has indeed made great breakthroughs, including two sports shoes technical breakthroughs: elastic chassis technology and four-dimensional air cushion.
UA elastic chassis technology creates an ultra-light elastic texture without sacrificing super-strong support. It can perfectly combine elasticity and support and provide full protection, which is superior to other sports shoes on the market. Four-dimensional air cushion is the innovative design of UA's revolutionary light, low and midsole. Straight foam soles can make athletes play better. Compared with the lighter material of the traditional air cushion, it makes the feet faster. Compared with the traditional air cushion, the lower design makes the athlete's foot closer to the ground, with better elasticity and higher rebound. The four-dimensional air cushion has stronger toughness and more comprehensive protection for the sole.
Sky-high endorsement
On August 7th, Beijing time, 2065438+04, reporter Yannis Koutroupis of Basketball Insider confirmed that the sneaker manufacturer UA (Andema) had provided Kevin Durant with a quotation contract of over $320 million 10, including the equity of some companies. Nike thinks they have lost Durant. [ 1]
Kutru Pease revealed that Durant was willing to accept their lower offer because he liked Nike, but Andema's offer was so generous that it was almost two NBA top-paid contracts. [ 1]
According to Hoopshype's statistics, UA currently has 13 NBA players, the largest of which is Stephen Curry (2065,438+04-2065,438+05 NBA MVP [2], 2065,438+05-2065,438+06 NBA MVP, 2006).
related news
1. Andema has become the first choice of fitness for the President of the United States.
American sporting goods manufacturer Andema has once again made companies such as Nike and Adidas feel uneasy. Because US President Barack Obama wore UA's specially customized "Presidential Edition" sneakers while doing physical training-this moment was photographed by the media and widely spread. In 20 12, UA will open three or five more stores in Shanghai and Beijing. Similar to the site selection criteria of the first store, UA stores will choose commercial landmark buildings in important cities in the early days to directly contact more consumers.
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Andema news event
2. Enter the China market.
Only April 20th11opened the first exclusive store in China. But the good news is that UA's e-commerce business in China has been opened.
In 20 12, UA opened three or five stores in Shanghai and Beijing. Similar to the site selection criteria of the first store, UA stores will be selected in important cities in the early stage? Commercial landmark buildings, in order to directly contact more consumers. After Shanghai and Beijing become important brands, UA plans to go to northern cities such as Harbin, and then cover major second-tier cities in China. According to the successful path of the United States, sponsoring clubs of athletes and fitness coaches is one of the main promotion means of UA in China. "We have come into contact with many local athletes in China. Will they? It is the best spokesperson for UA in China. " Ma Yuyao said. [3]
reference data
Andema. Andema. Andema Andema [citation date 20 14-08-09]
[2] Curry was officially elected MVP of the regular season. Harden ranked second, and James J.S.Wong ranked third. Xinhuanet [citation date: 20 15-05-05]
[3] Nike's enemy Andema is attacking China now. Phoenix [citation date: 20 13-0 1-06].
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