Under Armour Research Paper

Why Under Armour is on the Rise 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

He had been traveling up and down the East coast in hopes that he would find people that would want to buy his clothing. By the end of 1999, he had come up with a team and they got some clothing sold in a big team sale, and at that time Under Armour had generated about $17,000 dollars in sales. In 1998, he had created a new shirt which he called ColdGear, which kept athletes warm, dry, and light. Then in 1998, Plank moved out of his grandmother’s basement into Under Armour’s new headquarters in Baltimore, Maryland. Plank made the companies huge debut in the 1999 hit film, “Any Given Sunday”, in which the players wore the brand in key parts of the movie; After that, Plank took a monumental risk and bought ad space in a ESPN magazine to advertise the company. After putting their ad in the magazine, they earned a $750,000 increase in sales. In 2003, Under Armour took a big step and had their first T.V. commercial where the slogan Protect this House came from. Shortly after the commercial, the company officially released their women’s clothing line. Then in 2004 they came out with the boys and girls clothing line. In 2005 Under Armour introduced their amateur golf line, later that year the company signed with their first school, which was Kevin Planks alma mater, The University of Maryland. Since then, the company has been one of the top companies for

In 2017 the company’s revenue increased by nine percent increasing it to 1.1 Billion dollars in earnings. 2005 is the last recorded document of revenue, and from 2005 to 2017 the company’s revenue has increased by 913 million. That is a phenomenal number growth in numbers. Under Armour signs a lot of athletes to sponsorship deals and that helps with the revenue of the company. When they make shoes in the name of an elite athlete, it brings in a huge money flow because everybody wants that shoe because they believe they will be cool if they wear the shoe. Stephen Curry is said to make Under Armour in the future around 28.2 billion dollars. Under Armour is on the rise to be the number one sports brand on the brand. The company is right behind Nike in sales and his is the verge of surpassing them in the next year or