Under Armour Case Study Analysis

1394 Words6 Pages
Under Armour Case Study

The original of Under Armour is KP sports, which is founded in 1996 by Scott Plank. He is a former college football player. Under Armour is a rising company in the sports apparel industry whose mission is to “Make all athletes better through passion, science and the relentless pursuit of innovation”. Under Armour was an indigenous innovator in the sports apparel industry by creating sports apparel using synthetic materials as an alternative to natural fibers, such as cotton. (10-k)The brand’s moisture-wicking fabrications are engineered in many designs and styles for wear in nearly every climate to provide a performance alternative to traditional products. The company changed their name in 2005 when they went public. Plank believed that Under Armour’s potential for long-term growth was achievable due to the company’s ability to build an incredibly powerful brand in a relatively short time, significant opportunities to expand, and the fact that company was only in the early stages of establishing its brand and penetrating markets outside North America(Thompson, C-42).

The competence of the Under Armour, Nike, and The Adidas Group are energetic and can be maintained continuously. All of three companies focus on the development, marketing and distribution of branded performance apparel, footwear, and accessories for men, women and youth. In one hand, they both have a large powerful brand image and benign reputation, in the other hand,
Get Access