This project was conducted during my Junior year at Flagler College. We worked as a team of 6 and chose Under Armour as our brand. Under armor is a well known active wear brand. We conducted Secondary research, Qualitative research, and Quantitative research about this brand. Paper 1 discusses Secondary research about Under Armour, preparing us for actual hands on research. Paper 2 discusses Qualitative research in which we conducted a focus group with students around our campus. Paper 3 discusses how we used Quantitative research which was performed using an online survey. The purpose of this project was to further our understanding about Under Armour as to how specific target audiences, such as students react to certain stimuli utilizing various outlets of research.

Theory & Research Project