SWOT Analysis Strengths Under Armour is a well-known brand for all ages known for its quality products. UA has high brand recognition and offers a variety of products, with a variety of styles and product purposes. UA continues to grow and is already the third largest athletic brand in the world (Chapman, 2017). They have sponsorships with big name athletes including championship athletes. They have a strong marketing message that encourages consumers to work hard at their goals like the underdog athletes they sponsor that end up on top. Another strength is their retail stores; they offer hands-on stores that allow consumers to see their innovative technologies.
With a mission to “make all athletes better through passion, design, and the relentless pursuit of innovation” and a vision to “empower athletes everywhere”, Under Armour is an athletic apparel company who understands its’ expectation to society and meets these expectations in innovative fashion (Under Armour, 2017). In the world of athletic apparel, Under Armour has been labeled as the underdogs, but along with this label comes their undeniable hunger for growth in all areas of their business, including their tactics to be socially responsible. Under Armour works tirelessly to protect its’ brand and discover new methods to set themselves apart from their competitors. They take nothing for granted and prove this through their philanthropy,
Under Armour was founded by a Maryland football player by the name of Kevin Plank in 1996. His idea was to engineer apparel to keep athletes dry, cool and lightweight while performing any physical activity. Fifteen years later the company gained 1.8 billion in sales and created a brand image that almost compared to the Nike swoosh. Plank began his journey by selling compression shirts at sports camps while operating out of the trunk of his car. He later realized it was more productive to sell to equipment managers than individual players. As the company expanded he tailored to athletes in different sports and moved on to hot and cold weather gear. Today they’ve expanded globally and have evolved their product line to a variety of outerwear, shirts, shorts, gloves and many other offerings. This case analysis will include Under Armour’s internal and environmental environment, strategic direction, recommendations and an implementation plan.
Organizational Strategy 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
Introduction 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
Internal Analysis Under Armour is continually improving their apparel line and broadening there market. The company has been growing at a substantial rate, 30.5% annually over a 5-year period, largely due to the ambition of Kevin Plank, founder, and also to heavy marketing and promotions. Plank attributes the success of the company to brand recognition and the ability to market to all consumers. Under Armour makes “head-to-toe” apparel for anyone during any season. It has pushed its image into as many stores as it can,
Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."
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
DISCUSSION QUESTIONS, CASE INTRODUCTION AND KEY POINTS Introduction Under Armour’s rapid rise in the sports apparel industry under its founder and CEO Kevin Plank has surprised many. Plank has turned a company that he started in his grandmother’s basement into a powerful opposing force to Nike. The company’s competitive advantage
BEST IN THE UNITED STATES Under Armour is a great American success story by a young man with the determination to succeed in life. Mr. Plank grew his company by being different and becoming flexible in working in small
Under Armour is a very famous sportswear company in the world. It sold products in three categories: apparel, footwear, and accessories. It had a wide variety of innerwear and outerwear in the apparel segment, a broad line of footwear, and a line of accessories for both men and women. Kevin A. Plank, the founder and Chief Executive Officer of Under Armour (UA), was a walk-on special team’s player for University of Maryland football team. As an athlete, he knew what kind of sportswear material would be popular for athletes. Under Armour created a new category of sports apparel: “performance apparel” which focused on the athlete’s performance. In this segment, it had a 78% market in 2009. Because, it paid more attentions on quality, performance
In today’s athletic market world, being the number one is what many athletes strive for—that is what sets the standards for many sport clothing companies, to deliver products that allow athletes increase their performance while striving to take the number “one” spot. Under Armour works to deliver products that do
Under Armour diving head first into the relatively new world of extreme sports will allow them to be one of the first large athletic apparel companies to get involved with such a new and ever growing industry. There is a significant need for Under Armours’ technology and experience. Under Armour is one of the top sellers in sports apparel and also has brand recognition outside of the extreme sports arena. Not only is Under Armour already a household name, but it will not have to compete with sports apparel companies similar to its own. Under Armour can collaborate with sponsors like, Red Bull, Go Pro, Volcom, Skull Candy and, one of the smaller apparel companies that have less market control. Under Armour will be able to join forces with these
Under Armour Genia Moses Dr. Lurlene Irvin Business Administration Capstone September 7,2016 Under Armour Table of Contents Introduction Company’s mission, vision, and primary stakeholders Five 5 forces SWOT Strategy Competitiveness and profitability Communications plan Strategy for disseminating significance of the proposed solution to the various stakeholders Corporate governance Effectiveness of leadership Empowering workers Labor and Human Rights References Introduction Under Armour, Inc. is an American sports clothing and Accessories Company. The company is a supplier of sportswear and casual apparel. Under Armour began offering footwear in 2006.
Under Armour was founded by Kevin Plank in 1996, when he got the idea to create a shirt that withstand sweat like his compression shorts. Plank was a former athlete at University of Maryland college park, where he played football. He researched ways to make a sweat resistant shirt, which got him into business. He started out creating shirts and trying to make a sell in his grandmother’s basement, by the end of 1996 he made $17,000 in Under Armour sells (Under Armour, 2017). By 1998, he moved from his grandma’s basement in Washington D.C to new headquarters in Baltimore MD and the business continued to grow since then. Under Amours mission statement is “to make all athletes better through passion, design and the relentless pursuit of innovation” (Under Armour, 2017) Under Armour sells sportswear not only to athletes but to anyone who loves to be active. UA does more than sell athletic wear, they also sponsor athletic teams.