Under Armour 1 Under Armour Case Study Jason Miller West Virginia University Under Armour 2 Executive Summary: The beginning of 2009 meant a new beginning for Under Armour. This new beginning brought the Under Armour product line full circle with the addition of a line of running shoes. “We ’re dead set on becoming the world ’s No. 1 performance brand and running is a part of that‚" said Steve Battista‚ senior vice president of brand at Under Amour (A.P.‚ 2009). Under Armour had the
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Since entry the sportswear industries is difficult. Plank‚ the founder of Under Armour‚ he used $60000 to launch Under Armour. It seems like very low cost. But a company want to be success‚ which may occur many expenses‚ such as research expenses‚ Under Armour has his own laboratory to develop the new technique and promotion or sponsor to get popularity‚ founder of Under Armour believe that word-of-mouth‚ therefore Under Armour sponsor many recreational team and youth tournaments‚ therefore the substantial
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#1 Under Armour – Challenging Nike in Sports Apparel Problem Statement Under Armour is a sport performance apparel brand that is looking to move ahead of its competition and branch out into different sectors of the sporting goods industry. Kevin Plank and his company’s problem is that their footwear only makes up for about 15% of the firms revenue and they only generate about 6% of their revenue in international sales. In order to compete with the top brands in the industry‚ Under Armour must
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History Under Armour was created in 1996 by a former University of Maryland football player named Kevin Plank. He wanted to make performance apparel that was cool‚ light‚ stayed dry‚ and was comfortable during any workout or practice. Kevin was tired of having to constantly change shirts between two-a-day practices‚ so he went and designed a shirt that was made from synthetic fabrics. His first shirt‚ which was named #0037 was the first shirt in the line of HeatGear‚ which was designed so athletes
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Under Armour was founded in 1996 by Kevin Plank‚ a then 23-year old former special teams captain of the University of Maryland football team. Plank initially began the business from his grandmother’s basement in Washington‚ D.C As a fullback at the University of Maryland‚ Hall got tired of having to change out of the sweat-soaked T-shirts worn under his jersey; however‚ he noticed that his compression shorts worn during practice stayed dry. This inspired him to make a T-shirt using moisture-wicking
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Under Armour (UA) is an American sports apparel manufacturer. A former University of Maryland football player‚ Kevin Plank‚ started with a simple plan to develop an exclusive T-shirt. This style of T-shirt was to help keep perspiration off your skin rather than absorb it. A T-shirt that functioned alongside your body to control ones temperature and enhance performance. Under Armour was founded in 1996 and went public on November 17‚ 2005. Their mission is to “Make all athletes better through passion
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OneSource One-Stop Report Under Armour Inc 27 November 2012 OneSource One-Stop Reports for Under Armour Inc Under Armour Inc 3 rd Floor‚ 1020 Hull Street Baltimore‚ MD 21230 United States Tel: 410-454-6428 Fax: 410-468-2516 Toll Free: (888) 427-6687 www.underarmour.com Employees: Company Type: Corporate Family: Traded: Incorporation Date: Auditor: 5‚400 Public Parent 40 Companies New York Stock Exchange: 1996 PricewaterhouseCoopers LLP Financials in: USD (mil) UA Fiscal Year End:
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expertise in new markets and technology • E.g. Software technology flop • Slow response to market volatility • Over expansion into differentiated products • Dilution of brand • Market saturation Threats: • • • • Competitor entrance • E.g. Under Armour “I Will” campaign Macroeconomic slowdown Product cannibalization Athlete reputational challenges • Lance Armstrong‚ Tiger Woods‚ A-Rod Section 1: Nick Bazarian‚ Jesse Lampert‚ Jorge Magana‚ Cara McKenna‚ Jan Tomaszewski‚ Karen Zhang Study
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4 Tips While Buying Under Armour Clothes. Under amour is an American company which deals in sports clothing that has spotted a very respectable place in the world market in the domain of sporting goods. They have manufactured great apparels for outdoor events such as fishing‚ hunting etc for both the genders and all age groups. The hunting clothes serves two purposes of providing warmth and comfort. These have become basic necessities in the extreme conditions. They provide safety and comfort simultaneously
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