POP-UP SHOP
ELINOR HILTON, EMMA ROSE, MCKENZIE MIAVITZ | FASM 410 | PROF. ALONSO INTERIOR DESIGN RENDERINGS: AVA SHERICK
CONTENTS
Company Overview Financial Performance Market Analysis Current Distribution SWOT Analysis Perceptual Map Key Competitors Target Customer Personas Selected Location Area Analysis Pop-Up Justification Pop-Up Shop Proposal
COMPANY OVERVIEW Under Armour is an athletic performance brand that makes clothes for performance athletes and fitness fanatics. The company is the official footwear supplier of the National Football League (NFL) and Major League Baseball (MLB) and partners with the National Basketball Association (NBA). The company also makes technology that helps customers track their fitness. It sells online, by catalog, and through retail and outlet stores worldwide. Under Armour operates worldwide but generates most of its revenue in the US.
MISSION STATEMENT To make all athletes better through passion, design and the relentless pursuit of innovation.
VISION STATEMENT To inspire you with performance solutions you never knew you needed and can’t imagine living without.
CORE STATEMENT Love athletes, stand for equality, fight on together, create fearlessly, always connect, stay true, think beyond, and celebrate the wins.
FUNCTIONAL Chief Executive Officer: Kevin A. Plank Chief Financial Officer: David E. Bergman Chief Supply Chain Officer: Colin Browne Chief Product Officer: Kevin Eskridge Chief Digital Officer: Paul Fipps President & Chief Operating Officer: Patrik Frisk Chief People and Culture Officer: Tchernnavia Rocker General Counsel & Corporate Secretary: John Stanton
ACCOUNTABILITY
ORG
CHART
SALES
AND PROFIT
SALES BY PRODUCT CATEGORY 2018
2019
THREE MONTHS END (JUNE 30)
FINANCIAL Consolidated Results Of Operations (Millions) 2017 2018 $ Change % Change Apparel $ 3,462.37 $ 3,287.12 $ 175.25 5.3% Footwear $ 1,037.84 $ 1,063.18 $ 25.33 2.4% Accessories $ 445.83 $ 422.50 $ (23.34) (5.2 %) Total Net Sales $ 4,770.80 $ 4,948.04 $ 177.24 3.7% Liscense $ 116.58 $ 124.79 $ 8.21 700.0% Connected Fitness $ 101.87 $ 120.36 $ 18.49 1810.0% Total Net Revenues $ 4,989.24 $ 5,193.18 $ 203.94 4.1%
PERFORMANCE
DOOR
Brand House & Factory Door Count 2019
North America Factory House Brand House & Factory Door Count Total International Factory House Brand House & Factory Door Count Total Total Factory House Brand House & Factory Door Count Total
2018
165 16 181
161 15 176
86 79 165
61 65 126
251 95 346
222 80 302 COUNT
CURRENT DISTRIBUTION Main Headquarters Maryland (United States) Netherlands (for Europe) Panama (for Latin America) Hong Kong and China (for the Asia-Pacific region and Greater China) Primary North America generates %70 of sales Secondary Germany and UK Tertiary Japan, Hong Kong, and South Korea through a third-party licensee
CURRENT
DISTRIBUTION
STRENGTHS
WEAKNESSES
Strong Collaborations Opens brand up to new potential customers who don’t typically fit in our target market Creates buzz
Weak sales Lack of growth Overstock Inventory Cashflow limited
Innovations Attracts new customers with the latest technologies
Lack of product customization Losing out on the additional value that customization brings to the brand
Community Involvement Strengthens loyalty of current customers Athlete endorsement Convinces believers that Under Armour is a legitimate source for athletic wear
UA SWOT ANALYSIS
OPPORTUNITIES
THREATS
Changing consumer needs Faster new products New product opportunities Product brand offerings are outdated
Brands offering similar performance wear at a similar price Stiff competition
International growth (Asia Pacific region) E-commerce popularity Growth of online sales Fitness economy and popularity is growing Opportunity to expand customer base outside of U.S.
Rise in wages in Asia Higher bargaining power of suppliers Makes profit smaller
SIZE OF MARKET The cumulative revenue of the sportswear market in US is $108.14 billion Under Armour’s share of the activewear market in the U.S. has shrunk to 5.6% from 6.4% through June of this year
U.S. SPORTSWEAR
MARKET SHARE
VALUE PROPOSITION
RELATIONSHIPS
Under Armour value proposition is for athletes who seek great performance. Under Armour’s technology is complex, but the value is simple: wear HeatGear when it’s hot, ColdGear when it’s cold, and AllSeasonGear between the extremes.
Under Armour portrays its relationship to its consumers through slogans such as “I will”, which gives consumers empowerment and a drive to succeed. The phrase also portrays that the brand is for winners and wants to strike a winning mentality amongst its consumers.
EXPRESSION
The position that Under Armour wants to have is being the number one sports retailer for athletes. UA relies on superior product innovation to keep their position in the market.
PERSONALITY
“I will... protect this house.” This is Under Amour’s slogan that helps inspire and motivate customers to always be the best, and strive for success.
To inspire you with performance solutions you never knew you needed and can’t imagine living without.
MISSION AND VALUES
CULTURE
To inspire customers to peak performance and to reach the best of their abilities.
POSITION
BRAND CORE
Under Armour is very focused on creating a community for athletes, and think having an inclusive culture is one of the most important aspects to being successful. UA has many corporate Culture Clubs. Clubs focuses on supporting the many unique groups within Under Armour.
The personality of Under Armour is athletic, strong, serious and fit. This can be seen with the sponsorships and the brand ambassadors the company has. The personality can also refelct UA will to be the best sports brand, and their sponseers have the same drive to be the best on their field.
COMPETENCIES Under Armour is known for there high quality products and technology. They make their own fabrics and that help keep consumers comfortable in all weathers. They are known for high tech quality and forward thinking products.
PERCEPTUAL PERCEPTUAL MAP MAP High Quality
Performance
Lifestyle
Low Quality
DIRECT & INDIRECT Top 5 Product Categories
Columbia
Nike
Under Armour
North Face
Adidas
Patagonia
Tops Bottoms
$15-$100
$15-$350
$25-$110
$25-$199
$28-$180
$35-$169
$25-$300
$29-$300
$25-$350
$45-$300
$45-$220
$69-$199
Outrwear
$29-$580
$40-$559
$50-$295
$69-$999
$30-$300
$79-$899
Shoes
$18-$180
$15-$350
$20-$249
$25-$150
$18-$275
none
Accessories / Equipment
$16-$209
$6-$529
$20-$350
$20-$160
$15-$600
$15-$519
COMPETITORS
MIKE Age: 50 Status: Married Occupation: Software Engineer (Retired) Education: M.S Computer Science from Stanford Combined Income: $300,000 Location: Eden Prairie, Minnesota VALS: Achiever About: Mike is a retired married man with two sons who are both attending college. Mike is a passionate runner and cyclists. He loves routine and runs every morning. During the weekends he goes on long distance runs with his friends. Goals: To set more fitness goals to better improve his lifestyle. Compete in local tournaments. Likes: Cycling, Running, Routine Dislikes: Unproductive days, Laziness, Non-competitive atmospheres Keywords: Sports / Fitness / Lifestyle
COURTNEY Age: 35 Status: Married Occupation: Market Research Analyst Education: A Bachelor of Science in Business Administration (BSBA) Income: $78,000 Location: Brooklyn, NY VALS: Experiencer About: Courtney is married and rents a home with her husband in Brooklyn. She loves running in the mornings Before work and has complete many half-marathons. She loves pushing herself and always feels her best after a good workout. She wants to finish a full marathon. Fitness for Courtney is more for her mental health and body than it is for just physical appearance. Goals: Compete in New York City Marathon Likes: Running, Goals, Routine Dislikes: Rainy days, Giving up, Non supportive people Keywords: Achievement, Consistency, Lifestyle
DEREK Age: 26 Status: Single Occupation: Professional Soccer Player Education: Degree in exercise and sports science from Clemson Combined Income: $148,000 Location: Los Angeles, California VALS: Innovator About: Derek is a professional soccer player. His life is the sport. Is always wanting to improve and spends almost all his days in the gym or on the field. Is very focused on only his career and moving up to the major league. Goals: Wants to be on Major League Soccer (MLS) Likes: Improvement, Winning, Routine Dislikes: Non-competitive atmospheres, Losing, Not meeting goals Keywords: Performance, Athlete, Competitive
POP-UP SHOP Address: 25 Franklin St, Brooklyn, NY 11222 Lot Area: 24000 sf Gross Floor Area: 13,200 sf. Cost: $120,833/mo plus utilities
LOCATION
POP- UP FOOT TRAFFIC % Walk Ins FOOTFALL CONVERSION TRANSACTIONS AVG BASKET*
Product Shoes Shirts Mens Women Bottoms Mens Women Accessories/outterwear Tech Total
Sales COGS (%70 MKUP)
% 20% 40% 20% 20% 15% 7.50% 7.50% 10% 15% 100%
Avg Price Avg Retail Shoes $138.90 Shirts $ 43.70 Mens Women Bottoms $ 56.78 Mens Women Accessories/outterwear $ 264.50 Tech $ 146.67
Monday
6912 0.005 35 0.1 3 176
Tuesday 6980 0.005 35 0.1 3 176
Sales and Inventory Calculations Wednesday Thursday Friday Saturday Sunday Week Total Month Total 7031 7484 7525 7632 7435 50999 203996 0.007 0.007 0.007 0.008 0.008 49 52 53 61 59 344 1377 0.1 0.1 0.1 0.1 0.1 5 5 5 6 6 34 138 176 176 176 176 176 1232 4928
Total Sales Monday Tuesday Wednesday Thursday Friday Saturday Sunday Week Total Month Total $ 608.26 $ 614.24 $ 866.22 $ 922.03 $ 927.08 $ 1,074.59 $ 1,046.85 $ 6,059.26 $ 24,237.03 $ 18.25 $ 18.43 $ 25.99 $ 27.66 $ 27.81 $ 32.24 $ 31.41 $ 181.78 $ 727.11 $ $ $ $ $ $ $ $ $
121.65 243.30 121.65 121.65 91.24 45.62 45.62 60.83 91.24
Monday Avg Units
24 97 49 49 14 7 7 6 14
$ $ $ $ $ $ $ $ $
122.85 245.70 122.85 122.85 92.14 46.07 46.07 61.42 92.14
$ $ $ $ $ $ $ $ $
173.24 346.49 173.24 173.24 129.93 64.97 64.97 86.62 129.93
$ $ $ $ $ $ $ $ $
184.41 368.81 184.41 184.41 138.30 69.15 69.15 92.20 138.30
$ $ $ $ $ $ $ $ $
185.42 370.83 185.42 185.42 139.06 69.53 69.53 92.71 139.06
$ $ $ $ $ $ $ $ $
214.92 429.83 214.92 214.92 161.19 80.59 80.59 107.46 161.19
$ $ $ $ $ $ $ $ $
209.37 418.74 209.37 209.37 157.03 78.51 78.51 104.68 157.03
$ 1,211.85 $ 2,423.70
$ 4,847.41 $ 9,694.81
$
908.89
$ 3,635.55
$ $
605.93 908.89
$ 2,423.70 $ 3,635.55
Total Units Tuesday Wednesday Thursday Friday Saturday Sunday Avg Units Avg Units Avg Units Avg Units Avg Units Avg Units Total Units 25 35 37 37 43 42 242 98 139 148 148 172 167 969 49 69 74 74 86 84 485 49 69 74 74 86 84 485 14 19 21 21 24 24 136 7 10 10 10 12 12 68 7 10 10 10 12 12 68 6 9 9 9 11 10 61 14 19 21 21 24 24 136
FOOTFALL
BROOKLYN TARGET MARKET Location: Brooklyn, NY (11222) Median Age: 35 Median Household Income: 80k Occupation: Management, business, science, and arts occupations (60.9%) Household: Renter occupied (85.7%) Average Household Size: 2.10 Population: 7,184 (2017) Male: 49.2% Female: 50.8% Ethnicity: 74% white Education Attainment: Bachelor’s degree or higher (68%) Computer & Internet Use: Have a computer at home. (91.7%) Have a broadband internet subscription (76.4%) Commute to Work: 70.5% use public transportation
DEMOGRAPHICS
BROOKLYN TARGET MARKET Families are choosing Greenpoint to settle down and raise their kids. Lots of singles live in the area too, as it’s less expensive than Williamsburg, but close enough to nightlife. Lots of younger people like to live greenpoint, more of a hipster place to live mixed in with families. 13% of Greenpoint’s residents walked to work, as opposed to 6% citywide. To live there you have to not care about commuting or walking a lot. So people are relatively active. Laid-back vibe, not to mention the mom-and-pop businesses, particularly the selection of Polish-owned shops that remain. Is becoming very gentrified.
PSYCHOGRAPHICS
AREA Nearby parks: American Playground, Greenpoint Historic District and Transmitter Park. Stations: CitiBike stations and MTA bus stops within 3 blocks of the property and the East River Ferry terminal is also in close proximity. The Diamond (Bar) Good Room (Night Club) Silk Road Cycles (Bikes) Chez Ma Tante (Restaurant) Triskelion Arts (Performing Arts Theater) Museum of food and drink Concert venues nearby Hotels Photography Studios Bars/Pubs/Nightlife Yoga Studio Madewell Popup
ATTRACTIONS
HEALTH & SAFETY Pop-Up Shop: Security System Emergency Lighting HVAC & Central Heat 5 bathrooms with shower facilities Ambulance permit Liability waiver For Pop-Up Area: Crime index for Brooklyn is 32 out of 100 550 earthquakes in New York since 1737 Lots of clubs and nightlife
PEDESTRIAN & AUTO-TRAFFIC
PUBLIC TRANSPORTATION
LEGAL ISSUES Noise Restrictions: Commercial establishments that play music must limit the level of unreasonable or disturbing noise that escapes into the streets or is heard in nearby residences by requiring that sounds levels may not exceed: • 42 decibels as measured from inside nearby residences. • 7 decibels over the ambient sound level, as measured on a street or public right-of-way 15 feet or more from the source, between 10:00 pm and 7:00 am Parking: No Parking Tuesday and Friday from 3am-6am
ZONING Zoning District: R6 (Residential) Commercial overlay: C2-4 Pop-Up Occupancy: 280 people Hours of Operation: no restrictions
LAWS
Business Insurance Register as a Sales Tax Vendor PW1 Plan/Work Approval Application Construction Safety Compliance Rev. 1/19 Site Safety Manager/Coordinator Program Removal SIG1 - Property Owner Sign Affidavit PW1A Schedule A: Occupancy/Use PGL1 Project Specific General Liability Insurance Summary and Affirmation PW5 After-Hour Work Permit Application ER1 Emergency Response Agencies C/O Notification Affidavit (Prior to C/O or Sign-off)
LOCAL TRADE LAWS Restrictions & Taxes: Combined sales tax rate for Brooklyn, Ny is 8.875%. Consists of 4.00% New York state sales tax, 4.50% Brooklyn tax and 0.375% Special tax. No tax on purchases under $110. Trash Pickup: Monday, Wednesday, and Friday Minimum Wage: Currently: $11.10 per hour The minimum wage will continue to increase every year across New York State until it reaches $15.00 per hour in 2020.
POP-UP OBJECTIVES Bring excitement for the brand back to the U.S. Under Armour sales are growing everywhere except the U.S which is stagnant. Give consumers a chance to test out claims made by Under Armour before buying them. Creates a sense of community for consumers of the brand and builds brand loyalty. Pop-up shop could excite current consumers and help broaden audience for potential new consumers.
LOCATION JUSTIFICATION Need a big space to allow for the athletic equipment needed. (i.e. are putting in a rock climbing wall, this location has 30 ft. high ceilings.) Has open warehouse space so will be easy to put things such as; treadmills, cycles, weights, ect. Vans did a Pop-Up at this location so it is well-known and good for Pop-Ups that have more athletic elements to them.
POP-UP DATES Pop-Up: June 1st- June 31st 2020 New York Marathon: November 1st 2020 Wanted to do the Pop-Up during the warmer part of the year, and also want to allow customers to sign up for the New York marathon under Under Armour while at the Pop-up. Because of this we want to do the Pop-Up multiple months before the marathon to allow athletes to train and prepare.
EXPECTED Learn if we still have a valid market in the U.S especially in terms of brick n mortar. Uncover more about current consumer or new customer Validation of best sellers and customer reactions to new products
LEARNINGS
MEASURE Will have a hashtag for the Pop-Up shop and will track how many people post under the hashtag. How much social media engagement Does database of clients go up weekly? Will also track the amount of people that sign up for the New York Marathon under the Under Armour name. How many sign ups we get to fitness apps. Track sales to determine market for Under Armour.
PERFORMANCE
FLOOR PLAN
DIMENSIONS 118’ 6” x 100’ 6”
WITH DIMENSIONS RENDERINGS BY AVA SHERICK
AMBIANCE
AESTHETIC
VISUAL DISPLAY
DETAILS
ASSORTMENT Sales and Inventory Shoes (20%)
Shirts (40%) Men
Women
Bottoms (15%) Men
Women
Accessories/Outerwear (10%)
Tech (15%)
Gear
Description
Assortment Plan % to total
UA HOVR™ Phantom/SE Glow UA HOVR™ Infinite | Running UA Charged Bandit Trail GORE-TEX® UA Fat Tire GORE-TEX® UA Spotlight LE | football UA Spieth 3 | Golf UA Highlight MC | Lacrosse UA Spieth 3 LE | golf cleats UA CoreSpeed Force 3.0 FG | soccer UA Magnetico Select FG JR | soccer
1.3% 1.4% 2.1% 1.3% 1.9% 1.4% 1.9% 1.4% 1.4% 1.4%
ColdGear® Base 4.0 Crew ColdGear® Armour Compression Mock UA RUSH™ Compression UA Sportstyle Left Chest UA Tech™ HeatGear® Armour Compression Shirt HeatGear® Tactical Compression UA Performance Textured UA MK-1 UA Seamless
3.3% 3.4% 2.8% 3.2% 3.0% 3.3% 3.3% 3.0% 3.0% 3.0%
ColdGear® Armour Hi-Rise Print ColdGear® UA Qualifier Speed Pocket UA Vanish Ascend Mesh UA Softball Slider UA Play Up 2.0 HeatGear® Armour Middy HeatGear® Armour Jacquard Ankle Crop UA Tech™ UA Wordmark Strappy Sportlette Armour® Mid Crossback
3.2% 3.2% 2.9% 2.9% 3.0% 3.3% 3.2% 3.2% 3.2% 3.0%
ColdGear® Mens Leggings ColdGear® UA Qualifier UA Recover Compression UA x Project Rock Training Project Rock Compression HeatGear® Armour HeatGear® Armour Long
0.7% 0.5% 0.5% 0.7% 0.5% 0.7% 0.7%
ColdGear® Armour Hi-Rise Print ColdGear® UA Qualifier Speed Pocket UA Vanish Ascend Mesh UA Softball Slider UA Play Up 2.0 HeatGear® Armour Middy HeatGear® Armour Jacquard Ankle Crop
0.7% 0.5% 0.5% 0.5% 0.7% 0.7% 0.7%
ColdGear® Reactor Performance Misty Copeland Signature Layer UA Qualifier Storm Graphic Packable
1.0% 1.4% 1.6%
UA True Wireless Flash Samsung Galaxy Watch Active2 - UA Edition 44mm Samsung Galaxy Watch Active2 - UA Edition 40mm UA Sport Wireless Train — Project Rock Edition
TOTAL
2.6% 1.8% 2.1% 2.3% 100%
Total Units Unit Retail Unit Costs Total Cost Total Retail 242 20 $ 140.00 $ 42.00 $ 840.00 $ 2,800.00 22 $ 120.00 $ 36.00 $ 792.00 $ 2,640.00 32 $ 100.00 $ 30.00 $ 960.00 $ 3,200.00 20 $ 199.99 $ 60.00 $ 1,199.94 $ 3,999.80 30 $ 120.00 $ 36.00 $ 1,080.00 $ 3,600.00 22 $ 200.00 $ 60.00 $ 1,320.00 $ 4,400.00 30 $ 120.00 $ 36.00 $ 1,080.00 $ 3,600.00 22 $ 200.00 $ 60.00 $ 1,320.00 $ 4,400.00 22 $ 119.00 $ 35.70 $ 785.40 $ 2,618.00 22 $ 70.00 $ 21.00 $ 462.00 $ 1,540.00 970 485 51 $ 80.00 $ 24.00 $ 1,224.00 $ 4,080.00 52 $ 49.99 $ 15.00 $ 779.84 $ 2,599.48 44 $ 60.00 $ 18.00 $ 792.00 $ 2,640.00 50 $ 25.00 $ 7.50 $ 375.00 $ 1,250.00 47 $ 30.00 $ 9.00 $ 423.00 $ 1,410.00 51 $ 24.99 $ 7.50 $ 382.35 $ 1,274.49 51 $ 24.99 $ 7.50 $ 382.35 $ 1,274.49 46 $ 55.00 $ 16.50 $ 759.00 $ 2,530.00 47 $ 30.00 $ 9.00 $ 423.00 $ 1,410.00 46 $ 39.00 $ 11.70 $ 538.20 $ 1,794.00 485 50 $ 55.00 $ 16.50 $ 825.00 $ 2,750.00 50 $ 90.00 $ 27.00 $ 1,350.00 $ 4,500.00 45 $ 75.00 $ 22.50 $ 1,012.50 $ 3,375.00 45 $ 35.00 $ 10.50 $ 472.50 $ 1,575.00 47 $ 24.99 $ 7.50 $ 352.36 $ 1,174.53 51 $ 30.00 $ 9.00 $ 459.00 $ 1,530.00 50 $ 55.00 $ 16.50 $ 825.00 $ 2,750.00 50 $ 24.99 $ 7.50 $ 374.85 $ 1,249.50 50 $ 30.00 $ 9.00 $ 450.00 $ 1,500.00 47 $ 35.00 $ 10.50 $ 493.50 $ 1,645.00 136 68 11 $ 50.00 $ 15.00 $ 165.00 $ 550.00 8 $ 90.00 $ 27.00 $ 216.00 $ 720.00 8 $ 100.00 $ 30.00 $ 240.00 $ 800.00 11 $ 55.00 $ 16.50 $ 181.50 $ 605.00 8 $ 70.00 $ 21.00 $ 168.00 $ 560.00 11 $ 34.99 $ 10.50 $ 115.47 $ 384.89 11 $ 29.99 $ 9.00 $ 98.97 $ 329.89 68 11 $ 55.00 $ 16.50 $ 181.50 $ 605.00 8 $ 90.00 $ 27.00 $ 216.00 $ 720.00 8 $ 75.00 $ 22.50 $ 180.00 $ 600.00 8 $ 35.00 $ 10.50 $ 84.00 $ 280.00 11 $ 24.99 $ 7.50 $ 82.47 $ 274.89 11 $ 30.00 $ 9.00 $ 99.00 $ 330.00 11 $ 55.00 $ 16.50 $ 181.50 $ 605.00 61 16 $ 180.00 $ 54.00 $ 864.00 $ 2,880.00 21 $ 150.00 $ 45.00 $ 945.00 $ 3,150.00 24 $ 110.00 $ 33.00 $ 792.00 $ 2,640.00 136 40 $ 169.00 $ 50.70 $ 2,028.00 $ 6,760.00 28 $ 329.99 $ 99.00 $ 2,771.92 $ 9,239.72 32 $ 309.99 $ 93.00 $ 2,975.90 $ 9,919.68 36 $ 249.00 $ 74.70 $ 2,689.20 $ 8,964.00 1545 $ 89.33 $ 26.80 $ 37,808.21 $ 126,027.36
Assortment Plan Product Category Amount Product % Product Units Shoes 10 20% 242 Shirts 20 40% 969 Mens 10 485 Women 10 485 Bottoms 14 15% 136 Mens 7 68 Women 7 68 Accessories/outterwear 3 10% 61 Tech 4 15% 136 Total 34 100% 723
PLAN
HUMAN RESOURCES EMPLOYEE BREAKDOWN: Number of employees (10) Pay: Associates: $15/ per hour Leads: $18.50/ per hour Manager: $24/ per hour Rock Expert: $15/ per hour Total Cost: $14,416
EMPLOYEE Manager: Will make weekly schedules for employees, manage budgets, maintaining statistical and financial records, deal with customer complaints, oversee pricing and stock control. Maximise profitability and setting/meeting sales targets, including motivating staff to do so. Sales Lead: Is responsible for coordinating the sales associates, supporting management, and ensuring sales quotas are reached. Associate: Will keep an eye on customers and answer any clothing questions they may have. Will check out customers along with setting up fitting rooms, doing go-backs, and keeping Pop-Up in order Greeter: Greeters job is to welcome/ sign customers in as well as sign them up for the NY Marathon if they decide they want to enter. They will also have the people that come in sign the liability waivers. Rock Experts: Hook people into harness and hold the rope while coaching customer through reaching the top.
ROLES
ORG CHART
SCHEDULE
TECHNOLOGY Ipads to registrar for marathon, shop collection, sign in Interactive treadmills Hot and cold room Display screens
SPECIAL CHARACTERISTICS Neon signage Led lights Tech screen (interactive) Rock wall Temperature rooms Soccer field Work out equipment
OPERATIONAL
Phase 1 - Ideation Ideation Equipment Allocation Legal Permitting Zoning PR - Liability Waiver Phase 2 - Design Interior Design Team Sports Design Team Cold & Hot Room Design Finalize Budget/Assortment Plan Phase 4 - Marketing Website Design Marketing Photoshoots Social Media Calendar Finalized Partner with Influencer/Endorser Press Release 1 Press Release 2 Phase 5 - Implementation Website Launch Advertising (Socail Media & PR Kit) Staff Training Launch Party Opening Day
Dec Q4
2019
Opperational Plan Jan
Feb
Q1
March
2020 April
May Q2
June
PLAN
PROMOTIONAL
Social Media Instagram Facebook Twitter Public Relations Launch Party Press Release 1 Press Release 2 Bloggers Online Website Email Blast Local Guerilla Marketing Sticker Signage Total
Details
Promotional Plan
Paid and Organic Paid and Organic Paid and Organic (Twitter Promoted Trends) Will consist of UA endorsers, exclusive members of UA community and various sports celebrities Released at beginning of training season Released during launch party to get maximum exposure Collaborate with health and fitness bloggers to write about pop-up Specialized website just for the pop up shop Blast will promote the new pop up shop as well as specific things to try out from the new collection Signage in subway stations Sticker Give Away at pop up Signage placed in all current UA stores in state of New York and surrounding cities
Cost $ 3,870.00 $ 750.00 $ 1,120.00 $ 2,000.00 $ 13,500.00 $ 6,000.00 $ 1,000.00 $ 500.00 $ 6,000.00 $ 600.00 $ 500.00 $ 100.00 $ 1,438.00 $ 1,000.00 $ 188.00 $ 250.00 $ 19,408.00
PLAN
LAUNCH PARTY Date: May 31st Launch party will be with UA endorsers, exclusive members of UA community and health and fitness influencers the day before opening for a sneak peak of the pop-up.
Launch Party
Details Endorsers Bryce Harper - Steph Curry - Misty Copeland - Michael Phelps Flight Flight from current location to Pop-up ($450) Accomodation Hotel accomodation ($175) Influencers PR Kits PR Kit Personalized for each athlete ($350) DJ DJ DJ for launch party/workout music PR Giveaways UA True Wireless Flash (Four giveaways at $169 each) Total
Cost $ 2,500 $ 1,800 $ 700 $ 1,400 $ 1,400 $ 2,079 $ 1,400 $ 679 $ 5,979
LAUNCH
Launch Party Details
Endorsers Bryce Harper Steph Curry-Steph Curry Misty Copeland Michael Phelps Influencers Daniel Dennehy Melini Jesudason Timothy Olson Ron Everline
Followers
Baseball Basketball Dancing Swimming
1.7 M 27.4 M 1.7 M 3.4 M
Soccer Yoga Running Weight Lifting
477 K 193 K 107 K 837 K PARTY
STEPH CURRY
MISTY COPELAND
BRYCE HARPER
27.4 M Followers
1.7 M followers
1.7 M followers
MICHAEL PHELPS
3.4 M followers
PR KITS Super personalized to each person who receives box based on the sport they are into
THANK YOU!
RECOURCES https://www.wallpaper.com/fashion/retail-directory-durasport-singapore https://about.underarmour.com/brand/our-team https://theorg.com/org/under-armour https://about.underarmour.com/brand https://underarmourinc.gcs-web.com/static-files/17136a1a-d71e-417b-bc64-8d27a19d7511 https://www.patagonia.com/home/ https://www.nike.com/ https://www.adidas.com/us https://www.thenorthface.com/ https://www.columbia.com/ http://mission-statement.com/under-amour/ https://www.investopedia.com/articles/markets/012616/adidas-vs-nike-vs-under-armour-which-2016-nkeua.asp
RECOURCES NYSE: UAA https://www.statista.com/statistics/896595/sports-apparel-market-share-by-company-us/ http://www.strategicbusinessinsights.com/vals/ustypes.shtml https://www.loopnet.com/Listing/25-Franklin-St-Brooklyn-NY/17367623/ https://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml https://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF https://popfactfinder.planning.nyc.gov/profile/1959/social https://www.neighborhoodscout.com/ny/brooklyn/crime https://labor.ny.gov/workerprotection/laborstandards/workprot/lshmpg.shtm https://www.tracysnewyorklife.com/nyc-life-in-greenpoint-brooklyn/ http://alleygirl.com/living-in-greenpoint-pros-and-cons/ http://gis.nyc.gov/doitt/nycitymap/ https://www1.nyc.gov/site/buildings/about/forms.page