By Kendal Enz
Hard work pays off. As a Woodrow Wilson Undergraduate Research Fellow, Johns Hopkins University (JHU) student Michelle Edelson has spent the entirety of her college career pursuing independent research on the marketing strategies of Under Armour, an athletic apparel company based in Baltimore. This past April, she was one of three fellows chosen to present her findings at the annual Woodrow Wilson Poster Session.
“I loved being able to share my findings and my passion and show the project that I have worked on for four years,” Edelson, 22, said.
Since it’s founding in 1996, Under Armour has grown into a multi-billion dollar business and is now the number two sports clothing company in the United States. In 2014, Under Armour launched it’s “I Will What I Want” women’s campaign—which redefined how to market to women—and signed the biggest shoe and apparel deal in college sports history with the University of Notre Dame, making it the perfect study in marketing strategy.
Edelson at the Woodrow Wilson Poster Session.
Through various research methods, including interviews with executives, store managers and creative directors, Edelson discovered that Under Armour’s marketing plan is comprised of three main pillars: storytelling, building personal relationships with customers, and emphasizing the Under Armour lifestyle through athletic and charitable events.
“Getting to dive deep into Under Armour and seeing what has made the company successful over the past 19 years has allowed me to gain a stronger understanding of marketing and the different types of strategies that exist for companies,” Edelson said.
After she graduates later this month, Edelson will continue her work in marketing as an employee of MaPS, a market research consulting firm located in New York City.
Edelson gives special thanks to Center for Leadership Education Senior Lecturers Keith Quesenberry, who was her project mentor, and Leslie Kendrick for their assistance with her research.
Click here to view Edelson’s poster.