Under Armour Case Study Analysis

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Under Armour Case Study
Today 's companies may struggle with developing and maintaining a strategy to ensure long-term success in the current global marketplace. Under Armour is no exception, they desire to challenge industry titans, Nike and Adidas, and seize market share in the demanding sports apparel arena. Explored in detail, Under Armour’s strategy through examination of the company’s history, mission, influences, and capabilities along with recommendations, based on a study by Arthur A. Thompson, to achieve their long-term objectives.
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Under Armour History
Founded in 1996, Under Armour was the brainchild of Kevin Plank, a former University of Maryland football player. Kevin Plank understood that today’s athletes required performance apparel beyond the ordinary cotton T-shirt, a performance shirt that would allow them to remain cool, dry, and light during long workouts and games. Kevin’s plan was to develop a T-shirt that provided a tight, comfortable fit and transferred perspiration and moisture away from the athlete’s body to evaporate quickly, thus regulating the wearer’s body temperature. After developing a prototype T-shirt, with the newly obtainable polyester-blend, moisture-wicking fabric, Mr. Plank formed an S corporation in Maryland named KP Sports (Thompson A. A., 2014).
Under Armour’s mission has always been clear and focused, “to make all athletes better through passion, design, and the relentless pursuit of innovation” (Under Armour
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