History:1996 Kevin Plank develops his first microfiber shirts to keep athletes dry during training and games he found Under Armor Athletic Apparel.Mission:“Under Armor was developed by athletes for athletes. We understand their needs and the demands of the competition. What started nearly a decade ago with premium quality sports equipment t-shirts has evolved into six different clothing lines to cover all seasons. Climate and Conditions Using the finest microfiber fabric, Under Armor has engineered the ultimate moisture transport system in garments that slide over the body like a second skin to keep you cool, dry and light during the course of a game or workout. (Universe)Target Market: Under Armor's target audience is anyone who works out, plays sports, or works in a cold or hot area who will need compression shirts or pants to keep them cool and dry. You can also wear t-shirts and pants all year round. We also need to keep in mind size, profitability, affordability, and limited competitor (Nike). In the late 90's Kevin had a product line consisting of several products, but behind each product there was a reason for the product that defined the need. For example, Under Armor has come out with a number of different Cold Gear shirts and pants, for very cold winters, Turf Gear to protect football players from artificial turf, and all-weather clothing that you can wear during the season, both in autumn than in autumn. spring.Market Segmentation:When Under Amour started, they only catered to male athletes, because that's what Kevin Plank knew best and that was men's compression apparel, from the game of football. Under Armor has chosen a large percentage of the population to market to colleges and universities, in NC... middle of the paper... there are three kids playing football and the compression pants cost 49.99 for the top and $49.99 for the fund you are spending a lot of money. Price always plays an important role for the consumer, nowadays people check prices before they even leave home or, better yet, wait until the product goes to a TJ Maxx or Marshall and pay half the price. The bottom line is that Under Armor has taken all the right baby steps to get them to where they are now, and they need to keep prices reasonable to keep consumers and valued customers from turning away from them and going back to their competitors like Nike.Works CitedBrown, G. ( 2012, September 19). NCAA student-athlete participation reached 450,000. Retrieved from NCAA.org: NCAA.orgKelly, M.W. (2014). Introduction to Business sixth edition. Universe, F. (n.d.). funduniverse. Retrieved from www.fundinguniverse.com