Under Armour and Oakley: Building Reputation Through Innovation
Sunday, July 24th, 2005 by MR
Companies that place high value on ideas and creativity:
Oakley
In my lifetime, I’ve owned 6 pairs of Oakley sunglasses which include my very recent (yesterday) purchase of the new Why 8.2 wireframes, which cost way more than one should ever probably spend on sunglasses. Oakley is known for using the highest quality materials, the most scientifically-tested lenses, and the most exacting engineering specifications in the eyewear industry, so by purchasing them you have already made an investment in a high quality product.
Under Armour
Under Armour started with a former Maryland Terrapin hating traditional cotton t-shirts because they became heavy with absorbed sweat during games. That football player, Kevin Plank, decided he could put out a better product and capture a market that was traditionally dominated by large sportswear companies. His company made the Fast 50 in 2002, and now generates hundreds of millions of dollars of revenue and is used by major sports teams in every league, and across the globe.
When I think of high tech eyewear, I only think of Oakley. When I think of sports performance apparel, I only think of Under Armour. Their reputation as innovators drives their product, and I can’t think of anything better to drive sales than innovation and creativity. Great job guys.
Reader Comments
8 Responses to “Under Armour and Oakley: Building Reputation Through Innovation”
I’ll admit to wearing a pair of Oakleys even as I type this very comment, but Revo is still the highest quality lens in the industry. I feel much better losing a $100 pair of Oakleys than a $350 pair of Revos though. Oakley has certainly kept their prices reasonable, given the quality and craftsmanship of the product. Revo is more all-out high-end.
July 26th, 2005 at 5:22 pm
an ode to oakley - i too have owned about 8 pair.
one pair snapped right in the middle - so i wrote oakley a letter about what their brand meant to me. they told me they’d be more than happy to replace the frame, all i had to do was send in the lenses (which were still perfect). so i did that and week later i unbroken oakleys back on my face.
July 27th, 2005 at 10:31 am
I too have Oakley sunglasses and had them prescriptionized at the factory, I have them 5 years and love them they were early wireframes…I ue them for Mtn BIking and I had sunsensor lenses put in, so in the shade they are clear and int he sun, they darken up…
Could not be happier…
Under Aromour, hate to say it, but never wore it, but may try soon…
July 27th, 2005 at 10:56 pm
I’ve had at least 5 pairs of oakleys. they were also very good about refurbishing my snapped or scratched ones (they redo the lenses for you for $40 i think), and I couldn’t be happier. I am digging those why8.2s they look good for everyday activities (including playing poker :-) )
Under armour has done a great job in getting people who use their products to endorse them. It is basically the defacto standard amongst pro athletes and collegiate ones too.
July 28th, 2005 at 11:18 am
Wow, and I thought I was the only one with the Oakley fetish ….. glad to know my girlfriend’s quips about multiple pairs is unfounded!
July 28th, 2005 at 11:20 am
I disagree with you on Under Armour. Their creativity and innovation was really in marketing, not in product. Patagonia has had their product “capilene” for years, and it has been doing what UA does for years as a great, breathable under-layer. Patagonia just never realized the market potential for the product and failed to reinvent itself to the markets that Under Armour now serves.
Sometimes the opportunity to exploit is not one of product but of presence.
August 1st, 2005 at 4:20 pm
Dana you are dead on about Under Armour and Patagonia!
July 12th, 2006 at 11:17 pm
I am one who loves oakleys. i have owned a pair of oakleys all of my life and continue to. i love oakley gear and cannot complain with the quality. Hoowever, i have recently discovered a new brand. Kaenon (kay-non). Kaenon sunglasses are great and are all polarized. it really makes a difference.
About Under Armour, all i have to say is… Great Stuff!
September 28th, 2007 at 3:52 pm
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