Under Armour Case Study Analysis

Under Armour was founded in 1996 by Kevin Plank , a then 23-year old former special team’s 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 , Plank 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 synthetic fabric. After graduating from the University of Maryland , Plank developed his first prototype of the shirt, which he gave to his Maryland

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

Kevin Plank, a former University football player, had a vision to create apparel products for athletes that would be made of a supreme moisture-wicking synthetic fabric. In 1996 after leaving the University of Maryland, he set forth to put his vision to action and in 1996 he founded KP Sports and began to work the phone lines, selling to his teammates straight out of his trunk. KP Sports was ran and operated from Plank’s grandmother’s basement where he ran business on a tight budget. Revenue grew exponentially fast for KP Sports and soon became Under Armour, a multibillion-dollar corporation with sales that came from 6,000 North American retail stores and 2,000 retail stores overseas in 2006. Under Armour strategic growth and management decisions lead them to compete with brands like Nike and Adidas.

Under Armour, Inc. is ranked among the established sports Kit producers across the globe. It thus enjoys massive sales in several markets. Under Armour has its headquarters Baltimore, Maryland with Kevin Plank as the current Chief Executive Officer (CEO) and Robin Thurston as the Chief Finance Office. The company is committed to developing its brand continuously through advertisement. It is presently listed on the New York Stock Exchange (NYSE) market with a share price of $46.99. The company through its CEO believes that for the company to remain viable in the market, it has to ensure that that its products satisfy the taste of the consumers (Thompson, 2015). Clearly, this has bored fruits, basing the argument on the high consumer

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

Founded in 1996 by University of Maryland graduate Kevin Plank, Under Armour has become the leading supplier of the athletic performance apparel industry. Under Armour began with simple idea to create a t-shirt that would enhance athletic performance by regulating body temperature and removing perspiration

Under Armour strives to create products that help all athletes improve their game through “passion, design, and the relentless pursuit of innovation.” As a result, everything that Under Armour creates and sells, including accessories, apparel, shoes, and fitness products, serves a purpose. Whether it’s a t-shirt that keeps you cool during your workout or sneakers that

Under Armour is a product line based company. Under Armour sells sports clothing and Accessories Company. The company is a supplier of a wide range of sportswear and casual apparel mainly focusing on hi-tech sportswear for professional athletes. The products of Under Armour Performance Apparel have become the top choice of athletes around the world to wear under their uniforms or during workouts. It all began with college football player Kevin Plank, who designed a T-shirt to draw sweat away from the body and into a lightweight microfiber fabric. Though moisture-wicking fabric was not a new concept, Plank's lingerie-feeling garments became a sensation when they kept football players at the University of Maryland, Georgia

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.

In 1996, Kevin Plank , a 23-year-old former University of Maryland special teams captain, brought an revolutionary idea in the business world to change the fashion of athletes’ dress. Back to his time, the athletes would have to wear sweat-soaked T-shirts again during two-a-days. This problem ignited an idea in his mind, “There has to be something better”. After broad researches around the athletic benefits of synthetic fabrics, he designed the first T-shirt which was engineered with moisture-wicking performance fibers. The product would help athletes to stay cool, dry, and light in heavy hot conditions. He started his work from his grandmother’s basement in Washington DC, and named his product as Under Armour HeatGear T-shirt. Plank launched his business by selling the T-shirts from his car trunk while traveling up and down of East Coast. He made his first team sale in 1996, and Under Armour generated $17000 in sales. In 1997, Under Armour introduced new product, ColdGear fabric T-shirts, which would keep athletes warm, dry, and light in cold conditions. Later he launched the new line of AllseasonGear to provide athletes comfortable condition between the extremes. In 1998, Under Armour moved from grandma’s basement to the headquarters and warehouse in Baltimore. Now Under Armour is a multi-billion dollar brand whose activities are focused on development, marketing, and distribution of innovative performance of footwear, apparel, and accessories for men, women, and youth

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

It all started in 1995 when Kevin Plank, a special team’s captain on the University of Maryland football team, noticed that the cotton the T-shirts he and his teammates wore underneath their pads were always soaked and heavy with sweat. Plank said “There has to be something better”. He didn’t realize but that one, simple remark would soon launch the performance apparel Under Armour. After he graduated, he set out to make a superior T–shirt—one that stayed light and dry even in the nastiest conditions and Mr. Plank has grew is organization form that.

After we thoroughly explained Under Armour’s issues, like endorsements, prices, expansion, etc. we came up with a bunch of formulated options that can be useful to the company. Now, not all of these options are truly realistic or may come true, but they are all brainstormed ideas that should be taken into consideration. Some of these should help some of the issues going forward, and all of them should at least get some attention.

Under Armour is a company that produces athletic wear from baseball cleats to basketball shoes. Their mission is “to make all athletes better through Passion, Design and the Relentlessness pursuit of innovation (uabiz.com).” The company was founded in 1996 by former Maryland football player, Kevin Plank, in hopes that he would create clothing that kept athletes cool, dry, and light throughout the course of a game, practice, or workout. Under Armour came out with three different types of gear which included HeatGear, which is worn when it is hot, and ColdGear which is worn when it is cold, as well as AllSeasonGear that can be worn anytime. When “two-a-days” came around, which are two practices in one day, Plank absolutely hated having to change his shirt when it was soaked with his sweat after practice. He had in his mind that there had to be something better to wear. Kevin decided to name his company Under Armour, and after a lot of research on synthetic fiber, he made his first shirt, which he named #0037. He made the shirt capable of soaking up the sweat so that it would help the athletes stay cool, dry, and light under extreme conditions. The company had a huge impact on the community in 2013. Under Armour participated in 281 projects where almost 1,000 teammates of Under Armour volunteered over 6,000 hours, donated 800 jackets for people at a homeless shelter, and 1,500 meals were served to families in Baltimore City. Over the years, the

Under Armour is performance apparel gear to keep athletes cool, dry, and light throughout the course of a game or a workout. Under Armour belongs to Kevin Plank, a team captain that experience having to change his sweating cotton t-shirt various time during games in order to maintain himself fresh and cool. Until he invented what he call the Under Armour (UA). Although this company started in a basement, they have overcome financially to have a continually growth in sales. It operates its headquarters in Baltimore. Over the years the company has made significant advance in establishing a strong presence outside of the US. A regular Under Armour t-shirt in