Under Armour Case Analysis

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Under Armour is an existing firm that has taken large steps to become a major disrupter in the athletic apparel and footwear market. As this will primarily focus on the footwear segment of this company, it is vital to understand that the entire makeup and beginnings were due to the apparel aspect of their venture.
The athletic apparel industry is tumultuous and with recent hits to the market the shoe segment is just as fragile as the rest. With the closure of Sports Authority in the last year, companies such as Nike and Under Armour, have seen a large decrease instead of once thought of as an ongoing increase to their profits lately. One attributing factor for this, is the vast amounts of inventory that has been accumulated from the
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Under Armour as a developing rookie in the field, for which market share is so valuable, has accomplished what was unthinkable just a few years ago. Taking on the companies that are behemoths and staples of a sports world era, names like Nike, Adidas, and Reebok (Now owned by Adidas). Under Armour continues to topple those whom one-by-one became complacent in their prospective portion of the market, and has sights to overtake them all.
The beginnings of Under Armour company does not vary radically from the traditional entrepreneur tale, which begins of a determined opportunist, whose question of, “why isn’t there...?” drives that individual to develop a solution and market it successfully. This mirrors the characteristics of Kevin Plank, CEO and founder of Under Armour Inc., whose appetite for success was apparent very early in his life. Kevin Plank grew up in Kensington, Md., raised by a real-estate developer father and a mother who became the local mayor during Plank 's childhood. Plank was also the youngest of five boys, which could have stoked the underdog spirit that has been the basis of Under Armour 's own story (McNew, 2015).
Plank got kicked out of his high school after an alcohol-fueled brawl with Georgetown football players and later walked onto the University of Maryland 's football team after college recruiters

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