Case #5 Under Armour- Challenging Nike In Sports Apparel Shuying‚ Sai 1 Industry & Market: Under Armour was founded in 1996. The founder is Kevin Plank‚ a former football player who played for University of Maryland. At first‚ it started with a simple idea that making sports T-shirt more comfortable when players wear it. After 15 years‚ Under Armour became a big company who already spread their market into different country. In sporting goods market‚ Nike and Adidas are the two industry-leaders.
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Under Armour is a progressive American sports clothing and accessories company that supplies sportswear and casual apparel. The founder of this sports brand is Kevin Plank who achieved success due to his creation. He designed a superior T-shirt that helps control your body temperature. This synthetic shirt was formed to prevent it from getting soggy‚ and to help enhance your performance. Plank played football‚ and he was fatigued after having to change his moist and heavy t-shirt under his jersey
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Under Armour is a great example of IMC and its message is clear. It’s a brand for the under dog and the person that has to put in twice as much effort to get the job done. They have strategically chosen which athletes to sponsor like Steph Curry and The Rock. One of the those reasons I believe is because these athletes show the hard work that they put in everyday in the gym. On their Instagram they have a picture of a woman leaving her home in her gym cloths and a message on her mirror says "no shortcuts"
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Under Armour Marketing Strategy By: Andrew Williams November 2010 Under Armour Marketing Strategy I. Executive Summary Under Armour was founded in 1996 by Kevin Plank‚ a former football player at the University of Maryland. Under Armour started with an idea to create a superior t-shirt that provided compression and wicked perspiration off the skin rather than absorb it. A t-shirt that would work to regulate you body’s temperature and enhance performance. The apparel was engineered
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With Under Armour being a member of the textile industry they are very susceptible to poor ethical decisions. Because most textiles are manufactured in third world countries where workers do not receive good wages or have favorable working conditions‚ it is tempting for companies to utilize cheap labor to make their products more affordable. Under Armour does a good job of being a leader in the active wear industry in not only product development but also in ethical standards. Under Armour is an
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After completing the proper calculations‚ assessments of the stock can be prepared. Starting with firm value ratios‚ Under Armour has earned a net worth of $1‚259‚559‚000. The higher the number‚ the more valuable the firm is on paper‚ and to Under Armour‚ this number is fair compared to other competitors in the industry. Another firm value ratio includes book value and Under Armour possess a book value of $1‚966‚590‚000. This number determines the value of the firm based on how much the company
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The development axes The Under Armour sales have soared to such level that the stated purpose of the Baltimore brand is to compete Nike which is the leader in sportswear sector. For now‚ Under Armour does not seem to make weight. Nike generates more than $ 20 billion worldwide when Under Armour declares a turnover 10 times less. Under Armour will have to catch up in the coming years with a new development strategy. Under Armour should want to seduce a new target which is not the most sensitive in
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he made Under Armour. Now Kevin is the CEO of Under Armour and his net worth is 3 billion and his salary is $ 1.53 million. Kevin Plank doesn’t donate anything. However‚ Under Armour does to breast cancer. They created a program to support people that have breast cancer called Power in Pink’s. They created it to help educate female athletes about the importance physical activity can play in helping to overcome breast cancer. They committed a gift of 10 million dollars to the Under Armour breast
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Rotimi Oyewole December 17‚ 2010 INBM 400 Seminar Final Case Study Under Armour Under Armour is an emerging company in the sports apparel industry whose mission is to “Make all athletes better through passion‚ science and the relentless pursuit of innovation”. Under Armour was a disruptive innovator in the sports apparel industry by creating sports apparel using synthetic materials as an alternative to natural fibers‚ such as cotton. This important change in material resulted in a “shirt
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Competition in the industry • The industry that Under Armour deals with it is a extremely competitive one. Furthermore‚ with the large number of brands in the industry and a few of them having a significant market share makes it immensely difficult for brands like Under Armour to establish their dominance in the marketplace. • Competitors‚ such as Adidas and Nike are recognized worldwide and they have remarkably more resources than that of Under Armour. They have been successful in developing good
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