Capstone

UNDER ARMOUR/WINTER OLYMPICS THE PYEONGCHANG 2018 WINTER OLYMPICS

UNDER ARMOUR / WINTER OLYMPICS MAGGIE FORD CAPSTONE PROJECT

TABLE OF CONTENTS MISSION STATEMENT COMPANY OVERVIEW

UNDER ARMOUR MARKET ANALYSIS

OVERVIEW OF KOREA

OVERVIEW OF OLYMPIC GAMES

SWOT ANALYSIS CONSUMER RESEARCH DEMOGRAPHICS PSYCHOGRAPHICS COMPETITIVE ANALYSIS NIKE ADIDAS LI-NING

MARKETING STRATEGY

OLYMPIC GAMES LOCATION PRODUCT SELECTION SIZING COLLECTION SUMMARY

BEING A SPORTS ENTHUSIAST, I CREATED THIS PROJECT TO REFLECT MY LOVE OF THE OLYMPIC GAMES AND UNDER ARMOUR. BY COLLABORATING WITH THE 2018 WINTER OLYMPIC GAMES IN PYEONGCHANG, SOUTH KOREA, UNDER ARMOUR WILL BE ABLE TO EXPAND ITS CONSUMER BASE BY REACHING A NEW MARKET. UNDERSTANDING THE CONSUMER BEHAVIOR, UNDER ARMOUR CAN CREATE A SEAMLESS PRODUCT LINE TAILORED SPECIFICALLY TO THE PREFERENCES OF THE ASIAN MARKET.

TAKING THE ASIAN CUSTOMER INTO CONSIDERATION, UNDER ARMOUR WILL TAILOR THE FIT AND SIZING OF ITS APPAREL TO THE ASIAN CUSTOMER. WITH AN INCREASED AMOUNT OF TRAVEL TO KOREA DURING THE UPCOMING WEEKS AND MONTHS SURROUNDING THE OLYMPIC GAMES, THIS IS THE PERFECT TIME FOR UNDER ARMOUR TO INTRODUCE ITS MEN’S AND WOMEN’S LINES TO A NEW AUDIENCE.

COMPANY OVERVIEW

UNDER ARMOUR IS AN EXTREMELY SUCCESSFUL AMERICAN ATHLETIC CLOTHING AND ACCESSORIES COMPANY. THEY SUPPLY SPORTSWEAR AND CASUAL APPAREL, AS WELL AS FOOTWEAR. HEADQUARTERED IN BALTIMORE, MARYLAND, UNDER ARMOUR IS GROWING AT AN OUTSTANDING SUCCESS RATE.

UNDER ARMOUR WAS FOUNDED IN 1996 BY FORMER UNIVERSITY OF MARYLAND FOOTBALL PLAYER, KEVIN PLANK. INSPIRED BY CREATING GEAR ENGINEERED TO KEEP ATHLETES COOL AND DRY, PLANK SOUGHT TO ENGINEER A T-SHIRT SUPERIOR THAN ALL OTHERS. THE TECHNOLOGY BEHIND UNDER ARMOUR’S DIVERSE PRODUCT ASSORTMENT GIVES WAY TO A COMPETITIVE EDGE IN THE ATHLETIC APPAREL INDUSTRY. TODAY, NOT EVEN TWO DECADES LATER, UNDER ARMOUR MAKES THE WORLD’S MOST INNOVATIVE PERFORMANCE FOOTWEAR, APPAREL, AND ACCESSORIES AND IS A MAINSTAY ON ATHLETIC FIELDS, COURTS, PITCHES, GYMS, AND RINKS EVERYWHERE. UNDER ARMOUR GEAR IS AVAILABLE ALL OVER THE WORLD.

UNDER ARMOUR’S MISSION IS TO MAKE ALL ATHLETES BETTER THROUGH PASSION, DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION. THE BRAND IS ABOUT ENERGY AND PASSION, AND THE OBSESSION OF BEING BETTER, STRONGER, AND MORE POWERFUL. THEY BELIEVE IN INVENTION, INNOVATION AND CONSTANTLY OFFERING NEWNESS. UNDER ARMOUR IS THE BRAND FOR THIS GENERATION OF ATHLETES AND THE NEXT.

FINANCIAL GROWTH

THE COMPANY MAINTAINED ITS SOLID GROWTH MOMENTUM AS IT REACHED A 20TH CONSECUTIVE QUARTER OF AN OVER 20% INCREASE IN ITS TOP LINE. OVER THE NEXT FIVE YEARS, ANALYSTS ARE EXPECTING UNDER ARMOUR TO GROW EARNINGS AT AN AVERAGE ANNUAL RATE OF 24.51%. THIS YEAR, THERE IS A FORECASTED INCREASE OF 22.77% OVER LAST YEAR. ANALYSTS EXPECT AN EARNINGS GROWTH NEXT YEAR OF 27.5% OVER THIS YEAR’S FORECASTED EARNINGS.

WITH ITS SUCCESS THUS FAR, THE COMPANY WILL CONTINUE TO SHOW STRONG GROWTH IN THE FUTURE AS CONSUMERS CONTINUE TO RESPOND TO THE STRENGTH OF ITS BRAND.

MARKET ANALYSIS

WELCOME TO PYEONGCHANG SOUTH KOREA

LOCATION

HOST OF THE 2018 WINTER OLYMPICS, PYEONGCHANG IS LOCATED 50 MILES FROM THE BORDER WITH NORTH KOREA IN THE TAEBAEK MOUNTAINS, ONE OF THE COUNTRY’S LEAST DEVELOPED PROVINCES. PYEONGCHANG IS LOCATED APPROXIMATELY 110 MILES EAST OF SEOUL, THE CAPITAL OF SOUTH KOREA, AND HOUSES 43,000 CITIZENS. WITH 84% OF ITS AREA COMPRISING OF MOUNTAINS, THE TERRITORY EXPERIENCES WARM, HUMID SUMMERS, AND LONG, COLD AND DRY WINTERS.

THE AREA IS POPULAR WITH THOSE LOOKING TO EXPERIMENT WITH WINTER SPORTS AND MOUNTAIN HIKING. THE ALPENSIA SKI RESORT IS A TOURIST ATTRACTION FOR SKIING AND SNOWBOARDING FOR BEGINNERS AND ADVANCED, WHILE HIKERS EXPLORE THE SOUTHERN PART OF MOUNT SEORAKSAN. THE PROVINCE IS ALSO HOME TO A NUMBER OF BUDDHIST TEMPLES, INCLUDING THE FAMOUS WOLJEONGSA, FOUNDED ALMOST 1,400 YEARS AGO. SEVENTEEN CASINOS HAVE ALSO OPENED AS A RESULT OF MAKING AN EFFORT TO BRING NEW ECONOMIC LIFE INTO THE STRUGGLING MINING TOWNS.

PYEONGCHANG FIRST PITCHED ITS DREAM OF HOSTING THE OLYMPICS 12 YEARS AGO TO THE INTERNATIONAL OLYMPICS COMMITTEE, BUT WERE UNSUCCESSFUL. THE RESIDENTS OF PYEONGCHANG KNEW THAT WITH THE AMOUNT OF TOURISTS THE OLYMPIC GAMES WOULD BRING IN, PEOPLE FROM AROUND THE WORLD WOULD FINALLY BE INTRODUCED TO THE CITY OF PYEONGCHANG. VILLAGERS, MANY OF THEM FARMERS, CELEBRATED THE NAMING OF THE 2018 WINTER OLYMPICS WITH FIREWORKS, SINGING, DANCING, AND DRINKING RICE WINE. THE REST OF SOUTH KOREA, INCLUDING THE CAPITAL, SEOUL JOINED IN TRIUMPH FOR THE MUCH AWAITED PRIVILEGE.

PYEONGCHANG DREAMS OF HOSTING THE OLYMPICS

PYEONGCHANG IS MOST NOTABLE FOR THEIR ABUNDANT POTATOES AND DRIED POLLOCK, BUT HAVE SLOWLY BECOME MORE WELL KNOWN FOR WINTER SPORTS. THE KOREANS PREVIOUSLY VIEWED WINTER SPORTS AS ONLY FOR THE RICH, BUT ARE BEGINNING TO SEE OPPORTUNITY IN THEIR SURROUNDINGS OF THE TAEBAEK MOUNTAINS. AS A RESULT, THE MOUNTAINS AND ICE RINKS NEAR PYEONGCHANG HAVE BECOME A RETREAT FOR WINTER SPORTS ENTHUSIASTS AND NOW IS GROWING TO BECOME A MAJOR SITE FOR INTERNATIONAL EVENTS AND TOURISM EXPANSION IN THE COMING FUTURE.

PYEONGCHANG TAKING LEAPS IN DEVELOPMENT

FOR THE UPCOMING OLYMPICS, THERE WILL BE AT LEAST 13 DIFFERENT COMPETITION SITES WITHIN 30 MINUTES OF EACH OTHER. AS A RESULT, POTATO FIELDS AND WOODED AREAS ARE BEING BULLDOZED TO ACCOMMODATE A $1.5 BILLION RESORT COMPLEX CALLED ALPENSIA, THAT WILL BE THE NEW ASIAN HUB OF WINTER SPORTS. WITH PYEONGCHANG’S STRATEGIC POSITION IN ASIA, AND ITS ACCESS TO AN EMERGING AND FAST-GROWING YOUTH MARKET, THE 2018 OLYMPIC WINTER GAMES WILL NO DOUBT EXPOSE NEW GENERATIONS OF POTENTIAL ATHLETES TO THE POWER OF WINTER SPORTS.

THE 2018 OLYMPICS ARE EXPECTED TO LIFT THE LOCAL AND NATIONAL ECONOMIES, CREATING 230,000 JOBS AND GENERATING $20 BILLION IN INVESTMENTS AND CONSUMPTION. THERE IS HOPE THAT PYEONGCHANG’S SUCCESSFUL BID WILL ALSO LEAD TO COOPERATION WITH NORTH KOREA.

EVERY TWO YEARS, THE OLYMPICS BRINGS TOGETHER ATHLETES AND SPORTS ENTHUSIASTS FROM ALL OVER THE WORLD. THE OLYMPIC GAMES OFFER INTERNATIONAL EVENTS FEATURING SUMMER AND WINTER SPORTS. THE GAMES ROTATE BETWEEN HOSTING COUNTRIES, WHICH OFFERS A NEW VENUE AND TOURIST ATTRACTION EACH TIME. THE PRINCIPAL ORGANIZATION RESPONSIBLE FOR THE STAGING OF THE GAMES IS THE INTERNATIONAL OLYMPIC COMMITTEE, OR IOC. OTHER IMPORTANT ROLES ARE PLAYED BY THE NATIONAL OLYMPIC COMMITTEES IN EACH PARTICIPATING COUNTRY, INTERNATIONAL SPORTS FEDERATIONS, AND THE ORGANIZING COMMITTEE OF THE HOST CITY.

THE OLYMPIC GAMES

THE FIRST MODERN OLYMPIC GAMES WERE HELD IN 1896 IN ATHENS, GREECE. OVER TIME, THE OLYMPICS HAVE GROWN WITH NEW COUNTRIES PARTICIPATING EACH YEAR. IN THE PAST, WOMEN WERE NOT ALLOWED TO COMPETE, BUT BEGINNING IN 1900 WOMEN BEGAN COMPETING. THE OLYMPIC GAMES HAVE GROWN INTO A MAJOR CELEBRATION INVOLVING RITUALS, AND SYMBOLISM THAT ARE NOTED DURING THE OPEN AND CLOSING CEREMONIES. THE WINTER OLYMPICS WERE DESIGNED TO FEATURE SNOW AND ICE SPORTS THAT COULD NOT BE INCLUDED IN THE SUMMER OLYMPICS. THE IOC DESIRED TO EXPAND THE LIST OF SPORTS IN ORDER TO INCLUDE MANY OF THE WINTER ACTIVITIES THAT WERE BEING LEFT OUT. IN 1924 THE FIRST WINTER OLYMPIC GAMES TOOK PLACE IN ALBERTVILLE, FRANCE.

STRENGTH

WEAKNESS

FOCUS ON FABRIC INNOVATION PRODUCT ENDORSERS SUSTAINED PROFITABILITY FUTURE GROWTH MODEL BROAD PRODUCT BASE

LIMITED GLOBAL PRESENCE DEPENDENCE OF SUPPLIERS PRODUCT RECALLS SOCIAL MEDIA SATURATED MARKET

OPPORTUNITY

THREATS

RISING USE OF TECHNOLOGY GROWTH OF ATHLEISURE TREND EXPANSION OF SIZING GLOBAL EXPANSION INCREASED DISPOSABLE INCOME

INTENSE COMPETITION GLOBAL WAGE INCREASES ACCEPTANCE OF ASIAN MARKET RAPIDLY CHANGING TRENDS RISK OF COUNTERFEITED PRODUCT

UNDER ARMOUR SWOT ANALYSIS

CONSUMER RESEARCH DEMOGRAPHICS AND PSYCHOGRAPHICS

CHANG HO YI GENDER: MALE LIVES IN: SEOUL, KOREA AGE: 21 YEARS OLD EDUCATION: COMPLETING BUSINESS DEGREE OCCUPATION: FULL TIME STUDENT INCOME: DEPENDANT OF HIS FAMILY

CHANG HO YI IS A NATIVE OF SOUTH KOREA, AND IS THE SON OF A WEALTHY FAMILY. HE IS CURRENTLY COMPLETING HIS DEGREE IN BUSINESS, BUT IS TAKING SOME TIME OFF TO ENJOY THE OLYMPICS. HE AND HIS FRIENDS ARE ATTENDING SEVERAL OF THE GAMES AND ENJOYING THEIR TIME AWAY FROM SCHOOL. HIS FAMILY IS CURRENTLY SUPPORTING HIM, SO CHANG HO FEELS CONFIDENT TO BE ABLE TO SPEND FREELY AND ENJOY HIS TIME AT HIS COUNTRY’S OLYMPICS.

ZHANG WEI IS AN AVID SPORTS ENTHUSIAST, WHO IS USING HER TIME AT THE OLYMPICS TO FIND MOTIVATION AND TECHNIQUES THAT SHE CAN TAKE BACK TO HER HOME IN BEIJING, CHINA. SHE CONSIDERS IT TO BE AN HONOR TO ATTEND THE OLYMPICS AND BE ABLE TO WATCH THE WORLDS TOP COMPETITORS FIGHT FOR THE GOLD. BEING A PERSONAL TRAINER SHE STRIVES TO BETTER HERSELF EVERYDAY, AND THE OLYMPIC GAMES WILL ONLY ENCOURAGE HER TO WORK HARDER EACH DAY.

ZHANG WEI GENDER: FEMALE LIVES IN: BEIJING, CHINA AGE: 33 YEARS OLD EDUCATION: HIGH SCHOOL DIPLOMA OCCUPATION: PERSONAL TRAINER INCOME: $42,000 USD

MAYA ITO GENDER: FEMALE LIVES IN: TOKYO, JAPAN AGE: 28 YEARS OLD EDUCATION: MASTERS IN JOURNALISM OCCUPATION: NEWS REPORTER INCOME: $62,000 USD

MAYA ITO IS ATTENDING THE OLYMPICS AS PART OF A NEWS TEAM FROM TOKYO, JAPAN. BEING ABLE TO TRAVEL FOR WORK IS SOMETHING MAYA ALWAYS LOOKS FORWARD TO. SHE IS LOOKING FORWARD TO THE PROSPECTS OF INTERACTING WITH JOURNALISTS AND REPORTERS FROM ALL OVER THE WORLD. WHILE AT THE OLYMPICS SHE WILL BE RUNNING ON A VERY TIGHT SCHEDULE THAT WILL ONLY ALLOW HER A LITTLE TIME TO EXPLORE THE FACILITIES.

ANDY LEE GREW UP IN LOS ANGELES, CALIFORNIA WHERE HE IS STILL LIVING AND WORKING. BEING HALF KOREAN, HE ALWAYS HELD THE KOREAN CULTURE CLOSE TO HIS HEART. WHEN THE ANNOUNCEMENT WAS MADE THAT THE OLYMPICS WERE TAKING PLACE IN PYEONGCHANG, HE SAW THIS AS THE PERFECT OPPORTUNITY TO EXPLORE KOREA FOR THE FIRST TIME IN HIS LIFE. ANDY IS PROUD TO BE ABLE TO TAKE HIS PARENTS BACK TO THEIR HOME COUNTRY TO VISIT.

ANDY LEE GENDER: MALE LIVES IN: LOS ANGELES, CALIFORNIA AGE: 30 YEARS OLD EDUCATION: BACHELORS DEGREE FROM UCLA OCCUPATION: GRAPHIC DESIGNER INCOME: $54,000

PSYCHOGRAPHICS

WHEN IT COMES TO CONSUMERISM IN ASIA, BRAND AWARENESS PLAYS A HUGE ROLE. MANY ASIANS TEND TO VIEW THE PURCHASE OF A BRANDED ITEM AS A SOCIOECONOMIC STATUS MARKER. WITH THE ECONOMY IN ASIAN COUNTRIES STRENGTHENING, MIDDLE CLASS CONSUMERS ARE DESIRING TO BE TREATED ACCORDING TO WHAT THEY OWN.

THIS CONSUMER GROUP IS WILLING TO PAY MORE FOR THE IMAGE OF PRESTIGE ASSOCIATED WITH QUALITY OR THE PRESTIGE ASSOCIATED WITH OWNING CERTAIN PRODUCTS. BECAUSE MANY AMERICAN NATIONAL BRANDS TEND TO SPEND LARGE SUMS OF MONEY ADVERTISING AND MARKETING OVERSEAS IN ASIAN COUNTRIES, THE ASIAN MARKET STRIVES TO OWN NATIONAL AMERICAN BRANDS.

SIMILAR TO AMERICA, ASIAN CONSUMERS ARE MORE COMFORTABLE PURCHASING A BRAND THAT THEY ARE FAMILIAR WITH, RESULTING IN THE ADVERTISED BRANDS TO BE MORE SUCCESSFUL. IT IS PREFERRED TO PURCHASE HEAVILY BRANDED PRODUCTS OVER THOSE THAT ARE NOT. ALONG WITH THIS, A HIGH EMPHASIS IS PLACE ON THE QUALITY OF A GOOD, WITH THE BRAND NAME AS AN INDICATOR OF QUALITY. WITH THIS BEING SAID, HOWEVER, THEY ARE ALSO INTERESTED IN VALUE OR GETTING A HIGH-QUALITY PRODUCT FOR A LOWER PRICE.

VALUES AND LIFESTYLES: EXPERIENCERS WANTS EVERYTHING FIRST IN AND FIRST OUT OF TRENDS GOES AGAINST THE MAINSTREAM ARE UP ON THE LATEST FASHIONS

LOVES PHYSICAL ACTIVITY VERY SOCIABLE FRIENDS ARE IMPORTANT ARE SPONTANEOUS

COMPETITIVE ANALYSIS

NIKE IS ARGUABLY THE MOST SUCCESSFUL ATHLETIC BRAND WORLDWIDE. NOT ONLY HAS NIKE MANAGED TO CAPTURE ATHLETES, BUT ALSO THOSE INTEREST IN THE ATHLEISURE LIFESTYLE. NIKE DESIGNS, DEVELOPS AND MARKETS HIGH QUALITY FOOTWEAR, APPAREL, EQUIPMENT AND ACCESSORY PRODUCTS WORLDWIDE. THEY ARE THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL IN THE WORLD AND SELL THEIR PRODUCTS PRIMARILY THROUGH A COMBINATION OF NIKE-OWNED RETAIL, INCLUDING STORES AND E-COMMERCE, INDEPENDENT DISTRIBUTORS, FRANCHISEES AND LICENSEES WORLDWIDE.

ADIDAS IS A GERMAN OWNED, MULTINATIONAL CORPORATION THAT DESIGNS ATHLETIC APPAREL, SHOES, AND ACCESSORIES. IT IS CONSIDERED THE LARGEST SPORTSWEAR MANUFACTURER IN EUROPE, AND THE SECOND BIGGEST IN THE WORLD, BEHIND NIKE. IN 2005, THE COMPANY ANNOUNCED THAT IT HAD REACHED A MERGER AGREEMENT WITH REEBOK INTERNATIONAL INC., THE WORLD’S NUMBER THREE SPORTS FOOTWEAR AND APPAREL BRAND. COMPANY IS PRESENT IN 170 COUNTRIES, AND IS ALWAYS WELL REPRESENTED AT THE WORLD CUP AND OLYMPICS.

A WELL KNOWN ATHLETIC COMPANY IN ASIAN COUNTRIES, LI-NING WAS FOUNDED IN 1990, AND IS A COMPANY WHOSE PRODUCTS INCLUDE FOOTWEAR, APPAREL, ACCESSORIES AND EQUIPMENT FOR SPORT AND LEISURE USES. THE FOUNDER OF THE LI-NING BRAND IS A RENOWNED WORLDCLASS GYMNAST WITH 106 GOLD MEDALS AND TWO WORLD CUP CHAMPIONSHIPS. BECAUSE OF LI NING’S SUCCESS, THE ASIAN MARKET VIEWS HIS BRAND AS A CONFIRMATION OF TRUE SPORTSMANSHIP AND QUALITY.

MARKETING STRATEGY

OLYMPIC OPPORTUNITY

THE OLYMPIC GAMES IS THE PERFECT OPPORTUNITY TO FURTHER INTRODUCE UNDER ARMOUR TO THE ASIAN MARKET. WITH THE AMOUNT OF TRAFFIC AND TOURISM THAT COMES ALONG WITH THE OLYMPICS, PYEONGCHANG WILL BRING TOURISTS IN FROM ALL OVER THE WORLD, INCLUDING A MAJORITY FROM SURROUNDING ASIAN COUNTRIES.

ADVERTISING STRATEGIES

THE ASIAN MARKET RESPONDS EXTREMELY WELL TO ADVERTISING, AND USES THAT RECOGNITION TO DRIVE THEIR PURCHASES. BECAUSE OF THIS, ADVERTISING IS KEY TO ASSURING THAT THE UNDER ARMOUR NAME IS FAMILIAR TO ITS NEW CUSTOMERS.

THE IDEAL LOCATION TO PROMOTE UNDER ARMOUR IS AT THE SEOUL INCHEON INTERNATIONAL AIRPORT, WHERE INCOMING ASIAN TOURISTS WILL BE ARRIVING. THIS, ALONG WITH ADS PLACED IN SOME OF THE TOP HOTELS SURROUNDING THE OLYMPIC ARENA WILL SURELY DRAW IN CUSTOMERS TO UNDER ARMOUR’S POP-UP LOCATION.

TWO MONTHS BEFORE THE OLYMPIC GAMES BEGIN, UNDER ARMOUR WILL LAUNCH THEIR ADVERTISEMENTS IN ALL THE LOCATIONS, INCLUDING THE OLYMPIC ARENA AND OLYMPIC VILLAGE. THIS WILL GENERATE BUZZ WITHIN THE KOREAN COMMUNITY, AND WILL START BECOMING FAMILIAR TO MANY ASIAN CONSUMERS. THE POP UP WILL CARRY A VARIETY OF OLYMPIC BRANDED GEAR SUCH AS, APPAREL AND ACCESSORIES.

UNDER ARMOUR SHOP AND LOCATION

LOCATED INSIDE THE OLYMPIC ARENA, THE UNDER ARMOUR POP UP SHOP WILL GIVE WAY TO A WIDE INFLUX OF ASIAN CONSUMERS. UNDER ARMOUR IS TAKING ADVANTAGE OF THE INCREASED AMOUNTS OF TOURISTS LOOKING TO PURCHASE OLYMPIC BRANDED PRODUCTS. UNDER ARMOUR WILL USE THIS EDGE TO SELL THEIR LIMITED TIME OLYMPIC APPAREL AND ACCESSORY COLLECTION, IN WHICH THE FIT AND SIZING WILL BE GEARED SPECIFICALLY TOWARD THE ASIAN CUSTOMER. THIS WILL GIVE UNDER ARMOUR A COMPETITIVE EDGE, AND WILL ENCOURAGE CUSTOMERS TO PURCHASE.

UNDER ARMOUR OLYMPIC GAMES PRODUCT SELECTION

UNDERSTANDING THE DIFFERENCES IN SIZING AND FIT FOR THE ASIAN CUSTOMER IS VERY IMPORTANT. UNDER ARMOUR NEEDS TO BE MINDFUL OF HOW ASIAN CUSTOMERS PREFER THEIR CLOTHING TO BE STRUCTURED. IN KEEPING THIS IN MIND, UNDER ARMOUR WILL BE ABLE TO BETTER SERVE THEIR CUSTOMER.

MEN’S COLLECTION

WOMEN’S COLLECTION

SUMMARY

WITH UNDER ARMOUR USING THE OLYMPICS AS A PLATFORM FOR INTRODUCING ITS BRAND, IT WILL SUCCESSFULLY REACH A BROAD RANGE OF ASIAN CONSUMERS. THE POP UP SHOP WILL BE LOCATED IN THE OLYMPIC ARENA, WHERE THE BRANDED PRODUCTS WILL BE SOLD FOR A LIMITED TIME. WITH THE ASIAN CUSTOMER IN MIND, UNDER ARMOUR WILL TAILOR THE FIT AND SIZING OF ITS APPAREL TO THE ASIAN CUSTOMER. WITH AN INCREASED AMOUNT OF TRAVEL TO KOREA DURING THE UPCOMING WEEKS AND MONTHS SURROUNDING THE OLYMPIC GAMES, THIS IS THE PERFECT TIME FOR UNDER ARMOUR TO INTRODUCE ITS MEN’S AND WOMEN’S LINES TO A NEW MARKET.

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