Under Armour is one of the top sports apparel companies in the entire world. Their ultimate mission is to make athletes perform better. Since they came into the sports apparel market, they have been a disruptive pioneer who struck fear in top competitors such as Nike and Addias. Under Armour helped reshape the sports apparel industry when they were the first ones to introduce apparel that used synthetic materials such as alternatives to natural fibers, like cotton and polyester. This very important switch gave athletes a shirt that provided them with compression and helped wipe away any sweat that you may have rather than absorbing it. This type of shirt help individuals regulate their temperature and enhance their overall performance. …show more content…
He eventually made the shirt and tested it out with his own football team. After graduation, Plank traveled to various universities in an attempt to find a buyer for his product. After a extended period of time, he finally caught a break and earned the football team of Georgia Technical University Football team as a client.
Strengths & Weaknesses
The strengths of a business or any organization are looked at as positive elements, something that the company controls and does exceptionally well. Strengths are typically used to differentiate one company from another. Some strengths of under armour are:
- Financially Strong, able to deal with any problems that arise and can ride with any competitor that they have.
- Strong brand that is both well respected and recognized by the consumers.
- Very successful distribution chain, as this is highly important in order to get products from one location to another.
- Offers a wide range of casual apparel and sportswear for all demographics.
- Great response from a strong consumer base.
- They are official outfitters of many different colleges and universities.
- Great Leadership
- Competence in innovation
- Brand Equity & Brand Loyalty
A weakness of a company or an organization is an area in which they need to improve under their control. When a company has a weakness, this places them behind their competitors and keeping up with
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a. Under Armour’s approach towards innovation is very unique, they think and plan out their projects thoroughly in order to create a one of a kind product that could be appealing to their consumers. The company has been extremely progressive throughout the years in order to stay ahead of the other competitive companies in their targeted industry. By constantly updating and coming up with different product lines, such as compression shirts and cleats, Under Armour is able to compete with other top athletic wear company’s in their market. If
Under Armour, an American based apparel company was developed by Kevin Plank in 1995. As team captain on Maryland’s football team, Plank realized that there was a need for performance wear in the world of sport and so the story goes. Plank has developed a multi-billion dollar company in the past two decades with high expectations for the future. Under Amour has signed with some of the greatest of the greats as it relates to the world of sport such as Cam Newton, Steph Curry, Tom Brady and Lindsey Vonn to name a few.
Under Armour is a great American success story by a young man with the determination to succeed in life. Mr. Plank grew his company by being different and becoming flexible in working in small
Under Armour, a publicly traded company, was founded in 1996 by its CEO, Kevin Plank. Plank attended the University of Maryland where he played football. He was tired of having to change his cotton shirts over and over again when the football team had multiple practices a day, so he came up with a solution for the cotton shirts. This solution would re-design athletic apparel for the market. Plank designed a t-shirt that was, according to Under Armour (Under Armour), “…engineered with moisture-wicking performance fibers.” This design would help keep athletes cool, dry, and light while training and competing in the heat. Plank started selling his design from the trunk of his car as he drove up and down the East Coast, and his sales sky-rocketed
Under Armour’s mission for the past few years has been to provide the world with technologically advanced products engineered with their superior fabric construction, exclusive moisture management and proven innovation. Its products are without doubt the company’s most effective part of the marketing mix. The enterprise, which commenced only with a superior type of t-shirt to take away transpiration and enhance performance, today has a much
Under Armour is a widely known and financially successful corporation in today’s athletic apparel and performance industry; however nineteen years ago it all began with one man’s vivid idea. Kevin Plank, a young aspiring athlete and special team’s captain for the University of Maryland football team, was the first in 1996 to formulize an idea with purpose to provide athletes with a shirt to fit their workout and game needs. As any athlete knows cotton is not the best choice for vigorous activity since this fabric does not dry quickly. This notion is what catapulted Plank’s idea. He put his ideas into motion by creating a blend of fabrics that worked best for the comfort of athletes as this was his main goal. Plank named his company Under Armour and based it upon one shirt that he advertised as “a tight fitting, moisture wicking t-shirt that supports your muscles and regulates your body temperature” (Under Armour, Inc.). He worked determinedly out of his car and his
Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."
A company’s strengths are found within their own company and members. Depending on how well and to what extent a company uses its resources determines just what its strengths are. These strengths may be what they do better than other companies, what they do different from other
The rapid success of Under Armour is not a mistake. The company dominates the performance apparel category. According to Founder Kevin Plank, “The mission of Under Armour is to make technically advanced products that are engineered with superior fabric construction, to provide proven innovation available to the masses-aimed at making athletes perform better” (UnderArmour.com). Under Armour uses many marketing initiatives including athlete endorsement, product placement, and popular culture which illustrates the success of Under Armour.
Under Armour is currently one of the leading companies in the sports apparel industry whose mission is to “Make all athletes better through passion, science, and the relentless pursuit of innovation”.1 When Under Armour first broke into the sports apparel industry it was a disruptive pioneer that initially made the two giants, Nike and Adidas, a little weary. Under Armour revolutionized the sports apparel industry by creating apparel that used synthetic materials as an alternative to natural fibers, such as cotton, or other materials, such as polyester. This all-important switch to these materials resulted in a 2“shirt that provided compression and wicked perspiration off your skin rather than absorb it. A
Under Armour, Inc. is an American sports clothing and Accessories Company. The company is a supplier of sportswear and casual apparel. Under Armour began offering footwear in 2006.
Under Armour was founded by Kevin Plank in 1996, when he got the idea to create a shirt that withstand sweat like his compression shorts. Plank was a former athlete at University of Maryland college park, where he played football. He researched ways to make a sweat resistant shirt, which got him into business. He started out creating shirts and trying to make a sell in his grandmother’s basement, by the end of 1996 he made $17,000 in Under Armour sells (Under Armour, 2017). By 1998, he moved from his grandma’s basement in Washington D.C to new headquarters in Baltimore MD and the business continued to grow since then. Under Amours mission statement is “to make all athletes better through passion, design and the relentless pursuit of innovation” (Under Armour, 2017) Under Armour sells sportswear not only to athletes but to anyone who loves to be active. UA does more than sell athletic wear, they also sponsor athletic teams.
Under Armour is a very popular and well-known brand throughout the world, there are many reasons why this is the case and why they are very successful as a company. Under Armour creates value for their customers in many ways, one of these ways is with their basketball shoes. Customers wouldn't want to buy shoes if they didn't think it would be durable and a good shoe. Customers can trust Under Armour’s basketball shoe because it is a shoe that somebody in the NBA wears. This shows that someone is willing to trust their million-dollar contract with their shoes to help them get their well-earned money, and that shows to confidence in Under Armour. Under Armour also gives many different options that the customer can choose from. They offer different technologies, materials, and articles of clothing. There are many different technologies they have, but I will only list a few. One of these technologies is cool switch, this helps athletes perform longer because the clothing will keep them cool and save them from sweating as much which helps save energy. Also, they offer many different materials in case a customer is allergic to a certain type of material there is always another so that they don't lose a customer. They also offer all different types of clothing so that whatever you need they'll have. Based on this research it proves that Under Armour has done so much to get where they are and be as successful as they are.