Under Armour, the American Sportswear company is appeared to market things largely based on its quality product offering. The company wants to stay premium at retail stores. The main marketing strategy of Under Armour is a value-based price strategy. So, they set high prices against high-quality products. They try to establish a high brand image with a high price range to recover research expenditure. Promoting the strength of its brand and the quality of its products, they want to produce returns for investors and increase market share as well (Lyons, 2019).