Under Armour Inc. Based

2788 Words12 Pages
Under Armour Inc. based in Baltimore, Maryland, is one of the leading designers, marketers, and distributors of authentic athletic footwear, apparel, and accessories for a wide variety of sports and fitness activities. The Company engages in the design, development, marketing, and distribution of a range of apparels and accessories utilizing various synthetic microfiber fabrications in the United States and internationally. It offers a wide variety of merchandises including sporting goods and lifestyle products. Under Armour was founded in 1996 by Kevin Plank, a former football player with the University of Maryland. Plank came up with a synthetic fabric design which enabled sweat to be "wicked-­away" during high levels of physical activity. The company was originally named KP sports and changed their name to Under Armour in 2005 when the company 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). The goal of any company is to achieve the competitive advantage of over their rivals on the basis of a variety of features, such as higher quality, wider product selection, and added performance, value added services, more attractive
Open Document