This memo involves the analysis of the factors that allowed the Under Armor company to move in the competitive environment and achieve maximum of sales in a short period of time This memo will highlight various things that Adidas company considered as a problem, but Under Armor company saw them as an opportunity and therefore invested in them appropriately. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay My opinion regarding the two companies in question is that one company used another's weakness as an opportunity. Adidas and Under Armor are two companies developed in the United States that have billions in sales. However, due to Adidas' prominence and the number of years it has been in business, it is one of the best companies in producing both men's and women's clothing. The speed with which Under Armor's sales exceed those of Adidas connects our thoughts to the marketing strategies that Adidas has applied to make its products better known to customers. The main problem that led to the Adidas company not recording high sales of women's clothing is the way they were applying in introducing women's clothing into the market. A fact related to the problem is the "I will do what I want" campaign which showed a reality that the Adidas company did not adopt their marketing strategy well and therefore was destined to fail in this campaign. The main motive of this campaign was to increase the sale of women's clothing which was low in the company. However, the way they approached this campaign in 2013 led to its failure. Even though they had more than 400,000 views on YouTube, they still didn't have the ability to increase sales. This means that, as a company, the number of views a product records will not automatically translate into the company's sales development. Therefore, this implies that social media can act as a mirror to know the number of people who have seen your product, but this may not automatically translate into them purchasing the same product in the market. Therefore, the technique applied in marketing a product often has a profitable result both in terms of the number of views on social media and sales recorded by the company. The result of investing in good marketing is seen by Under Armor Company because they actually succeeded the “I will do what I want” campaign which Adidas failed. The main reason that led to the failure of this campaign in the Adidas company was the poor marketing strategy. I would like to identify some of the things that have made Under Armor's campaigns successful; Plank and his team's presentation of the American Ballet Theater with a musician at the center of the performance in advertising the product was one of the strategies that was captivating many women. In essence, the company exploited the fame of musicians to make its products known to a wider female population. Musicians are sometimes the best way to market products because their followers often want to copy what they wear and the result will be high sales of the advertised products. Therefore, it is true that Under Armor has applied modern marketing strategies in advertising its products. This implies that product marketing tends to require proper analysis of opportunities and things that will hinder the already planned strategy. The cost of hiring theaters and artists may be high, but it doesn't compare to high sales.