Under Armour Inc. : An American Sports Apparel And Accessories Company

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Under Armour Inc. is an American sports apparel and accessories company. The company supplies innovative sportswear, footwear and casual apparel to consumers. The company is headquarters is located in Baltimore, Maryland. The company was founded in 1996 by 23-year old Kevin Plank, who was captain on the University of Maryland football team. Kevin saw a need for a more innovative training T-shit because he would have to change out of sweat-soaked ones during practice. So he decided to design a T-Shirt using a micro fiber that would regulate the amount of moisture in the shirt and keep the athlete cool, dry and light. Major competing brands such as Nike and Adidas followed in Kevin’s footsteps and began to manufacture their own version on Under Armour’s microfiber shirts. The company began to receiving public attention when Oakland Raider quarter back Jeff George wearing an Under Armour turtle neck appeared on the front page of UUSA Today. Under Armour then began aligning its self with Universities such as Arizona State University, North Carolina State and other Division I football teams. That same year, Under Armour launched with several new apparel lines including ColdGear, TurfGear, AllseasonGear, and StreetGear. The company received its big break in 1999 when its apparel made an appearance in the Warner Brothers movie Any Given Day. In that same year a brilliant marketing campaign generated close to $750,000 in sales revenue. Under Armour then began to

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