MARK3092 UA360 Brand Postioning & HVM

Why is the brand called UA360?

• cute-sounding name

• 360 degrees = for all angles of life

• we spun a wheel and threw a dart

• the brand makes Under Armour whole

Target audience of UA360

• moms working from home

• the aunties asking you when you're getting married

• high-performing athletes

• high-achieving millenials

UA360's frame of reference?

• flattering yoga pants

• sustainable loungewear

• athleisure with style + comfort + versatility

• health and wellness app

UA360's point of difference

• versatility + performance-enhancing capabilities

• exclusively uses patented material

• waking up in the morning, thinking bout so many things

• high-achieving millenials

UA360's reason to believe?

• endorsements from figures such as Dwayne the Rock Johnson

• Its use of patented materials and its parent brand's solid reputation

• sparkling water tastes like TV static

• "Existence is pain to a Meeseeks Jerry, and we will do anything to alleviate that pain."

UA360 appeals to what values?

• God, gold and glory

• Belonging, self-esteem and hedonism

• Live, laugh, love

• Belonging, self-esteem and self-accomplishment

Which one of these is not on the UA360 HVM?

• Fashionable

• Versatile

• Comfortable

• Athletic