Under Armour

Initial Look: The Under Armour website has a wide selection of options that I browse quite frequently in my online shopping endeavors. As a place to buy through, the website represents the products well with a 360 degree toggle of many of them. From the standpoint of the buyer it is very user-friendly and allows for quick and painless browsing.

Ethos: As Dave Underwood explains in his videos, having an effective format that can convey the information in a clean manner is important. On the Under Armour website, the professional aspect shows. The typeface is all aligned to give a satisfying experience, that inspires the shopper to want to explore more. The was things are spaced out to provide the most relevant information in the places where the eyes are drawn to.

Clarity: Dave’s explanation of the crowding in his ethos video, is something that is striking on the Under Armour website. There is a wealth of information on the site, but it is put together in a manner that remains headache free. The important information that helps navigate the site is broken down into tabs rather than displaying things in a list format, allowing for more visuals. The main page is a scrolling page that allows for pictures to be front and center.

Logos: The quality in the display keeps things simple. As Dave states in his logos video, the cluttering of the screen makes the message mixed. The message that is displayed on the Under Armour website is kept simple to convey the message of what they sell. This leads the buyer to learn information while simultaneously enjoying the experience on the main page.

Specific Items: The logos that is established also works in the specific products. Each singular product has a well laid out section of pictures and part labelled product DNA. This gives a visual experience of a product first, then allows further investigation if the reader deems it appealing. This layering of information eventually leads to sizing and a place to add items to the shopping cart.

Pictures: The layer of effects that are implemented on Under Armour fall in line with Dave’s explanation of visual pleasing design. A website with this much product could easily have things lost and lose the browser quickly. Instead, the use of pictures draws the shopper in. Looking at visually appealing images, many with big name athletes gives a sense of buying a high-end brand. These pictures do more than the text information as visually appealing products seem to be the first line to draw the shopper in, with the credibility following up with the text after.

Visual Browsing: As someone who cruises through the website see newly released lines of clothing on a regular basis, this browsing format is well-tailored to the shopper. Instead of breaking things down with text it is again visual driven. All items are given a large amount of whitespace, making shopper draw into the product at hand. All products are shown in a large spaces with only 4 products in the grid format that gives scrolling ability. This makes each product easy to see and well broken up.

Technology: One of the main components of the site is the new technology in products. Under Armour is known to be an innovative company that prides themselves on their product’s ability to perform. When the opening menu is shown, the scrolling main page leads to the breakdown of new technologies. The new technology is explained in lehmans terms, to help from alienating the shopper with complex jargon. Again the reliance on visuals in heavy as they are more pleasing to look at than blank text on a product driven website.



8 thoughts on “Under Armour

  1. Hey Garrett,

    I love that Under Armour provides a 360 degree of all of their products. I’m not sure how expensive or difficult it is to include this on a website, but I don’t get why more companies don’t include it. Especially clothing companies. I also enjoy how they provide information on their products. They have all of the facts there if you really want to dive into it, but they also make it easy to find the exact information you’re looking for.

    1. Jack,

      For me it’s a bit of a game changer because it allows me to understand the fit and finish on their products much better. When shopping online its pretty difficult to get a full understanding of how a product looks and is shaped. The 360 degree view gives a lot more insight that simple pictures. It does amaze me that more websites don’t provide it as it is a big selling point for me. The visualization of a product is one of the only barriers for many people to buy online. Definitely solves part of that problem.

  2. Hey Garret,

    One of the aspects why I enjoy to shop in soccer.com is because of how the products in the website are visually driven just like in under armour. Websites that do this in my opinion, give customers a better online shopping experience because its as similar as it gets to actually going to the store. The 360 degree toggle is definitely one of the best aspects of being visually driven as it allows you to look at the product from different points of view and makes the decision process easier.

    1. Ivan,

      The 360 degree look is definitely a key feature. For me, I just purchased a pair of shoes off Under Armour, and I wasn’t going to buy them solely off of pictures. Then, with a 360 degree view I was able to understand the dimensions of the shoe better which made me buy them. The visually driven process for someone like Under Armour is key as the their products are all colorful and uniquely designed. This gives those special elements more pop.

  3. Garrett,

    Under Armour is one of the most unique companies out there, due in large part to their unique graphic design. Like you said, the site is very visual, and that’s not surprising given Under Armour’s history. I haven’t purchased any of their stuff in awhile, but looking at the website they’re clearly going for the same style that they always have while finding new ways to make their gear desirable, which is cool to see.

  4. Hey Garrett,
    Until you pointed out the layout of the individual products, I never noticed how well it flows, and ultimately makes you want to click the button and buy the item. Like in the example you linked, placing the product DNA gives the reader the tools to analyze the product (and gives under armor an opportunity to sell it to the customer). If the person is interested in the product, the sizes are to the right, and the “add to cart” button is right there too, making a nice circle around the screen.

  5. Hey Garrett,

    I had no idea that there were individual layouts of their products. I really do enjoy how you explained the product DNA. After some review, I really do understand how they can sell their products easily. I do enjoy how everything is placed around the website as well. I do enjoy that they have been evolving with the internet as well. I haven’t owned any under armor equipment since 2004, so It has been a long time.


  6. Hi Garrett,

    I thought your post on under armour was really interesting. I actually wasn’t aware of their websites 360 degree view of their clothing up until now, but that really is a game changer. I feel like it gives you a whole new insight into how their clothing fits, feels, and looks which is so important when shopping online. If more clothing companies did this, I think they would be very successful

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