Case Analysis : Under Armour

1367 Words6 Pages
Case Analysis: Under Armour Situation Analysis I chose the article “Under Armour is Crushing it, Thanks to Steph Curry.” The article began by explaining how Under Armour recently became a dominant company in the sports apparel industry. Footwear sales are up 64% from the first three months of 2016, and overall sales have increased by 30%, largely due to overseas business. The reason for this continued success? Stephen Curry. In 2013, Curry’s contract with Nike expired and he chose to endorse Under Armour instead. Picking up Curry as its celebrity endorser placed Under Armour back on customer’s radar and allowed it to surpass its competitors. To understand the significance of Under Armour’s recent success, a brief history of the company is needed. It was founded in 1996 by Kevin Plank, a former football player from the University of Maryland. Under Armour’s original product was a shirt designed with synthetic fibers and wicking material to keep athletes cool and dry, even in the hottest weather. As the success of his t-shirts grew, Plank continued to innovate and developed many new products. Currently, Under Armour sells shoes, shirts, socks, backpacks, headbands, sports equipment, shorts and much more. It has traditionally played second-string to Nike, but with Curry’s support, Under Armour has surpassed its biggest competitor. Today, Under Armour is a very profitable company, specializing in sports apparel. SWOT Analysis Under Armour has many strengths, which include

More about Case Analysis : Under Armour

Get Access