Establishing Control Over Competitive Market Spaces Through Strategic Branding and Messaging in Niche Markets: A qualitative content analysis of Under Armour and Nike's female and soccer market strategic communications

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This thesis’ research will focus on the broader business question of how up-and-coming companies can rely on strategic branding and messaging to penetrate a niche market and subsequently take greater control over a competitive market as a whole (Moore, 2002). To answer this question, Under Armour will serve as a qualitative content analysis case, as Under Armour’s social media messaging and branding has helped the 19- year-old company establish a globalized community, build extensive brand recognition and earn millions of dollars worth of free media. Under Armour’s efforts have also helped the company distinguish itself and push toward outcompeting much larger, richer and more established athletics brands (Hansen, 2015). By studying the social media branding and messaging strategies of Under Armour, this research will provide greater insights into how the young corporation can continue to leverage social media strategic communication to penetrate a niche market and compete more squarely with behemoth athletic companies like Nike. On a broader scale, this research will provide valuable insights into how emerging corporations can rely on strategic messaging and branding to establish footholds in contested niche markets, expand laterally and grow in a sustainable manner (Moore, 2002).

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