Skip to main content
Business LibreTexts

4.12: Reading- Market Penetration Example

  • Page ID
    47965
  • Under Armour

    Photo of baseball player Bryce Harper
    Under Armour promotes its products through sponsorship agreements with celebrity athletes, professional teams, and college athletic teams.

    Market penetration: focus on current products and current markets in order to increase market share

    Market penetration requires strong execution in pricing, promotion, and distribution in order to grow market share.

    Under Armour is a good example of a company that has demonstrated successful market penetration. The company sells performance apparel, and in recent years it has surpassed Adidas to become the number-two athletic-wear provider in the U.S. The company has persistently focused on selling athletic footwear, clothing, and accessories, and was able to capture a leadership position in the market with that strategy.

    Throughout 2014, Under Armour fueled its growth by focusing largely on promotion, distribution, and consistent product. As a result the company could claim major success—especially relative to major competitors Nike and Adidas—in the fight for its share of the fitness apparel market.

    Like Nike, Under Armour’s has been very effective at developing inspiring advertisements that feature well-known male and female athletes. The following video ads are examples:

    A link to an interactive elements can be found at the bottom of this page.

    You can view the transcript for “Rule Yourself | Stephen Curry” here (opens in new window).

    A link to an interactive elements can be found at the bottom of this page.

    You can view the transcript for “Misty Copeland – I WILL WHAT I WANT” here (opens in new window).

    Contributors and Attributions

    CC licensed content, Original
    CC licensed content, Shared previously
    All rights reserved content
    • Rule Yourselfu2014Stephen Curry. Provided by: Under Armour. Located at: https://youtu.be/qd-ZtNsNiH4. License: All Rights Reserved. License Terms: Standard YouTube license
    • Misty Copelandu2014I Will What I Want. Provided by: Under Armour. Located at: https://youtu.be/ZY0cdXr_1MA. License: All Rights Reserved. License Terms: Standard YouTube license