What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well.
The sports apparel and accessories industry has a highly competitive market. Businesses are constantly competing for elite athletes to sponsor, raw materials, and every opportunity to expand. Under Armour is able to not only survive but thrive in this market because of their ability to think outside of the box. They are constantly creating new and exciting products that help athletes everywhere.
Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08).
Their mission statement leads directly to the philosophies that are taught within this organization. “No loser thoughts” is one that they use regularly when t...
... middle of paper ...
...nerate a higher profit and help more athletes reach their potential.
"Meet the Under Armour Team - Find Career & Job Opportunities." Meet the Under Armour Team - Find Career & Job Opportunities. N.p., n.d. Web. 08 Apr. 2014.
"Under Armour | SuccessFactors." Under Armour | SuccessFactors. N.p., n.d. Web. 08 Apr. 2014.
"Under Armour, Inc. - Governance Guidelines." Under Armour, Inc. - Governance Guidelines. N.p., n.d. Web. 08 Apr. 2014.
"Under Armour Mission, Vision & Values - Explore Career Opportunities." Under Armour Mission, Vision & Values - Explore Career Opportunities. N.p., n.d. Web. 08 Apr. 2014.
"Under Armour, Inc. - Executive Team." Under Armour, Inc. - Executive Team. N.p., n.d. Web. 08 Apr. 2014.
Townsend, Matt. "Under Armour Finds Feminine Side to Go Beyond $2 Billion." Bloomberg.com. Bloomberg, 15 Feb. 2013. Web. 21 Apr. 2014.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Under Armour is a company that never stops innovating, as it has more than 40 scientists, and engineers always workin in hopes of finding the next successful idea. UA also hosts two “Future Show Innovation Challenges,” each year, so that young, and ambitious entrepreneurs around the world have the opportunity to showcase their ideas. This Under Armour future show is the base (starting point) of many of the products that Under Armour releases, or plans to release year after year. Usually around 12 finalists are selected amongst 1,000’s to meet in Baltimore at the Under Armour headquarters where CEO Kevin Plank and his team analyze the products.... [tags: Innovation, Creativity, Headphones, Zipper]
833 words (2.4 pages)
- Since its creation in 1996, Kevin Plank's Under Armour has under gone rapid expansion. It has taken over the performance apparel market in the United States, outselling sporting giants such as Nike and Addidas. The company has even expanded beyond the performance apparel line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armour has been facing many difficult barriers to their entry into foreign markets, specifically Europe.... [tags: Marketing]
727 words (2.1 pages)
- ... They are projected to have a 21% growth rate, which can be sustained. “To put the potential in perspective, at this current growth rate Under Armour would hit about $12 billion in annual sales in 10 years, which is about half of where Nike is now.” (Under Armour potential, 2013) There foresight is a clear indication of corporate sustainability. They may not be able to overtake Nike in revenue gains, but coming from where they started, it’s a pretty good future in sight. Recently, Under Armour announced their purchasing of “Map My Fitness”, which is a fitness technology company powering one of the world’s largest digital fitness communities based out of Texas.... [tags: company, negatives, corporate, investment]
2594 words (7.4 pages)
- In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308). UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on field product development. This enabled it to create the performance apparel segment in the athletic apparel market.... [tags: Case Study]
1299 words (3.7 pages)
- Under Amour The company that I picked was Under Armour. According to reuters.com, a website that evaluates individual companies, “Under Armour is in the development, marketing, and distribution of apparel, footwear and accessories” (Reuters). The Under Armour headquarters is located in Baltimore, Maryland. Under Armour is a national corporation which sells their products mainly in North America. Under Armour also sells its products international in countries like Europe and Japan. The target customers for Under Armour are men, women, and children.... [tags: Marketing, Strategic management, Market research]
1618 words (4.6 pages)
- 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." Founded in 1996 by University of Maryland graduate Kevin Plank, Under Armour has become the leading supplier of the athletic performance apparel industry.... [tags: Business Strategy Analysis]
999 words (2.9 pages)
- Arnold Lioy September 4, 2015 Week 3 Assignment – Under Armour SWOT Analysis The SWOT analysis provides an in-depth summary of the internal and external environment which Under Armour is part of in both a company and industry level. It summarizes the strengths, weaknesses, opportunities, and threats facing the company. Strengths Weaknesses Brand Loyalty Product Lines High Quality Apparel Focuses Segment Innovative Product Technology Limited Distribution Network International Market Share Opportunities Threats Sports Wear Industry Growing Industry Competition Women’s Wear Industry Growing Similar Products International Markets Innovation 1. Strengths.... [tags: Strategic management, Marketing, Brand]
808 words (2.3 pages)
- Introduction Created in 1996, Under Armour, Inc.’s principal business operations include the designing, marketing, and distribution of sporting apparel, footwear and accessories for men, women and youth. The company has engineered moisture-wicking fabric products, which come in many designs and styles for wear in virtually every climate. The firm seeks to provide a superior performance alternative product compared to traditional sportswear merchandise in the market. The HEATGEAR® products contain a microfiber blend fabric designed to draw off moisture from the body that helps consumers stay cool, dry and light.... [tags: business analysis, sports apparel]
1778 words (5.1 pages)
- When you think of sports and performance apparel, your mind will automatically think of Nike. Nike today is still dominating the sport apparel market, being the number one company for sport apparel and footwear in North America and it is has become a well know brand globally. Any product that Nike has branded with its signature swoosh, is bound to sell and any athlete endorsed by Nike has their career sealed. However the market shifted when Under Armour became a publically traded company in 2005 and ever since then, this young underdog brand started to gain recognition and started to do very well in the market.... [tags: Marketing, Brand, Advertising, Brand management]
1653 words (4.7 pages)
- Imagine playing in one of the biggest games of your life and being held back because of what your wearing underneath your gear. That's the way Kevin Plank felt in his football career always having to change underwear because it made him feel sluggish on the field. Well in 1995 on the football field at Byrd Stadium, when Kevin Plank played for The University of Maryland, he became very frustrated with having to change his sweat soaked cotton undershirt four times a game. Such t-shirts, which weigh six-ounces dry, weigh between two and three pounds wet.... [tags: Business History Sporting Apparel]
857 words (2.4 pages)