Here's How Under Armour Is Winning Kids Over

In a simple yet effective way, Under Armour finds itself riding one of the biggest cultural phenomenons in recent memory and expanding its brand among youth.

Mar 29, 2014 at 11:58AM

Popular athletic apparel, footwear, and accessories manufacturer Under Armour (NYSE:UA) has done well over the years to attract both male and female athletes to its brand. Take one look inside your local gym and it's obvious that the company has already conquered the space for the most part.

However, in order to ensure that the Under Armour brand remains strong for years and decades to come, company management has started to aggressively target America's youth. In much the same way that Nike became a household name by ingraining its brand in the minds of generations of consumers, Under Armour is looking to solidify its position among today's youth and tomorrow's consumers.

Superhero-sized attempt
It is no secret that young boys and girls have a fascination with superheroes. If you need proof, just look at the massive success that Walt Disney (NYSE:DIS) has had with its Marvel Entertainment property in recent years.

Marvel's The Avengers broke all kinds of movie-premiere records and grossed a staggering $1.5 billion in 2012. A year later, Iron Man 3 proved the success was not a fluke, as the more narrowly focused movie still managed to generate more than $1.2 billion. The upcoming sequel to The Avengers called Age of Ultron is due in 2015 and follows the same release schedule as its predecessor. It will most likely be an even bigger commercial success given that Disney continues to build up the plot and character arcs.


Source: Company Website 

So, where does Under Armour come in? It's simple: The retailer is capitalizing on the country's fixation with superheroes by offering apparel that features some of the more notable characters. In anticipation of Marvel's upcoming Captain America: The Winter Soldier, Under Armour has designed fully functional workout gear with Captain America's signature logo as part of its ongoing Alter Ego collection.

The company's website cleverly explains, "Alter Ego. Transform yourself. It doesn't just help you work, it lets you feel like you can do anything -- like a super hero -- every time you train."

The company's website also shows shirts modeled after Iron Man's battle suit, Hulk's transformed body, and Thor's hammer drop. The strategy is not limited to Disney's Marvel characters either. Under Armour's Alter Ego line has gear that prominently features Batman and Superman logos as well.

In addition to offering products with traditional superhero designs, Under Armour's signature workout apparel is featured prominently in many popular movies nowadays. For instance, the company's Vent shirt and Speedform Apollo sneaker both make appearances in Captain America: The Winter Soldier.

Although Under Armour is offering the Alter Ego line to consumers of all ages, the line makes the most sense for kids and young adults. As they grow up watching and wanting to emulate the big screen's latest incarnation of superheroes, America's youth will want to wear the same gear worn by their heroes.


Bottom line
While certainly nothing revolutionary, Under Armour's latest marketing attempt is yet another example of how well company management is executing. By simply aligning with popular media characters and creating custom gear, Under Armour and its shareholders now find themselves riding the seemingly unstoppable wave of superhero euphoria.

Is Under Armour a forever stock?
Can investors own Under Armour for life? As every savvy investor knows, Warren Buffett didn't make billions by betting on half-baked stocks. He isolated his best few ideas, bet big, and rode them to riches, hardly ever selling. You deserve the same. That's why our CEO, legendary investor Tom Gardner, has permitted us to reveal The Motley Fool's 3 Stocks to Own Forever. These picks are free today! Just click here now to uncover the three companies we love. 

Philip Saglimbeni owns shares of Under Armour and Walt Disney. The Motley Fool recommends Under Armour and Walt Disney. The Motley Fool owns shares of Under Armour and Walt Disney. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

Money to your ears - A great FREE investing resource for you

The best way to get your regular dose of market and money insights is our suite of free podcasts ... what we like to think of as “binge-worthy finance.”

Feb 1, 2016 at 5:03PM

Whether we're in the midst of earnings season or riding out the market's lulls, you want to know the best strategies for your money.

And you'll want to go beyond the hype of screaming TV personalities, fear-mongering ads, and "analysis" from people who might have your email address ... but no track record of success.

In short, you want a voice of reason you can count on.

A 2015 Business Insider article titled, "11 websites to bookmark if you want to get rich," rated The Motley Fool as the #1 place online to get smarter about investing.

And one of the easiest, most enjoyable, most valuable ways to get your regular dose of market and money insights is our suite of free podcasts ... what we like to think of as "binge-worthy finance."

Whether you make it part of your daily commute or you save up and listen to a handful of episodes for your 50-mile bike rides or long soaks in a bubble bath (or both!), the podcasts make sense of your money.

And unlike so many who want to make the subjects of personal finance and investing complicated and scary, our podcasts are clear, insightful, and (yes, it's true) fun.

Our free suite of podcasts

Motley Fool Money features a team of our analysts discussing the week's top business and investing stories, interviews, and an inside look at the stocks on our radar. The show is also heard weekly on dozens of radio stations across the country.

The hosts of Motley Fool Answers challenge the conventional wisdom on life's biggest financial issues to reveal what you really need to know to make smart money moves.

David Gardner, co-founder of The Motley Fool, is among the most respected and trusted sources on investing. And he's the host of Rule Breaker Investing, in which he shares his insights into today's most innovative and disruptive companies ... and how to profit from them.

Market Foolery is our daily look at stocks in the news, as well as the top business and investing stories.

And Industry Focus offers a deeper dive into a specific industry and the stories making headlines. Healthcare, technology, energy, consumer goods, and other industries take turns in the spotlight.

They're all informative, entertaining, and eminently listenable. Rule Breaker Investing and Answers are timeless, so it's worth going back to and listening from the very start; the other three are focused more on today's events, so listen to the most recent first.

All are available for free at

If you're looking for a friendly voice ... with great advice on how to make the most of your money ... from a business with a lengthy track record of success ... in clear, compelling language ... I encourage you to give a listen to our free podcasts.

Head to, give them a spin, and you can subscribe there (at iTunes, Stitcher, or our other partners) if you want to receive them regularly.

It's money to your ears.


Compare Brokers