Under Armour Case Analysis 1 
Under Armour Case Analysis
Current Situation:
Founded by Kevin Plank in 1996, as KP Sports and then later on renamed to Under Armour (logo as UA) has been profitable and well known since the time it was founded. Under Armour rapid growth in very short term has been due to maintaining a competitive advantage by always having top-notch products and adopting new strategies to compete with the rivals. Since 1996, company sales, profit, assets and equity have been increasing. Today Company is not only known in America but it is famous all over the world. Under Armour produces performance apparel for sports, training/fitness clothing and performance golf apparel.
Firm’s Strategy:
Under Armour’s strategy and mission statement: “To make all athlete 's better through science, passion, and relentless pursuit of innovation.”
Based on the Under Armour strategy, Under Armour management have made sure that their product is the finest and best of all and their athletic apparels are moisture wicking fabrics which are suitable for every climate. Under Armour pursues a growth strategy to continue to broaden the company’s product offerings, target additional consumer segments and secure additional distribution of Under Armour products. The product line strategy consists of creating a diverse product line like in apparel by producing HeatGear, ColdGear and AllSeasonGear apparels, in footwear UA offers football, baseball, lacrosse, slides, basketball, running footwear, performance training footwear and hunting boots and UA also has a big line of accessories which includes gloves, socks, headwear, bags, knee-pads and custom-molded mouth guards. Under Armour marketing strategy includes entering into outfitting agreements with a variety of collegiate and professional sports teams, sponsoring an assortment of collegiate and professional sports events and selling Under Armour products directly to team equipment managers and to individual athletics. Management believed that having
Current Situation:
Founded by Kevin Plank in 1996, as KP Sports and then later on renamed to Under Armour (logo as UA) has been profitable and well known since the time it was founded. Under Armour rapid growth in very short term has been due to maintaining a competitive advantage by always having top-notch products and adopting new strategies to compete with the rivals. Since 1996, company sales, profit, assets and equity have been increasing. Today Company is not only known in America but it is famous all over the world. Under Armour produces performance apparel for sports, training/fitness clothing and performance golf apparel.
Firm’s Strategy:
Under Armour’s strategy and mission statement: “To make all athlete 's better through science, passion, and relentless pursuit of innovation.”
Based on the Under Armour strategy, Under Armour management have made sure that their product is the finest and best of all and their athletic apparels are moisture wicking fabrics which are suitable for every climate. Under Armour pursues a growth strategy to continue to broaden the company’s product offerings, target additional consumer segments and secure additional distribution of Under Armour products. The product line strategy consists of creating a diverse product line like in apparel by producing HeatGear, ColdGear and AllSeasonGear apparels, in footwear UA offers football, baseball, lacrosse, slides, basketball, running footwear, performance training footwear and hunting boots and UA also has a big line of accessories which includes gloves, socks, headwear, bags, knee-pads and custom-molded mouth guards. Under Armour marketing strategy includes entering into outfitting agreements with a variety of collegiate and professional sports teams, sponsoring an assortment of collegiate and professional sports events and selling Under Armour products directly to team equipment managers and to individual athletics. Management believed that having
Citations: http://www.bizjournals.com/baltimore/print-edition/2011/04/22/under-armour-aims-to-change-green.html?page=all