Under Armour (UA) is an American sports apparel manufacturer. A former University of Maryland football player‚ Kevin Plank‚ started with a simple plan to develop an exclusive T-shirt. This style of T-shirt was to help keep perspiration off your skin rather than absorb it. A T-shirt that functioned alongside your body to control ones temperature and enhance performance. Under Armour was founded in 1996 and went public on November 17‚ 2005. Their mission is to “Make all athletes better through passion
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Under Armour Under Armour is an American sports clothing and accessories company. The company supplies a wide range of sportswear and casual apparel. They mainly focus on hi-tech sportswear for professional athletes. Under Armour’s global headquarters is located in Baltimore‚ Maryland. The company was founded in 1996 by Kevin Plank‚ a 23-year old former special teams captain for the University of Maryland football team. Plank began the business from his grandmother’s basement in Washington‚ D. C
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History Under Armour was created in 1996 by a former University of Maryland football player named Kevin Plank. He wanted to make performance apparel that was cool‚ light‚ stayed dry‚ and was comfortable during any workout or practice. Kevin was tired of having to constantly change shirts between two-a-day practices‚ so he went and designed a shirt that was made from synthetic fabrics. His first shirt‚ which was named #0037 was the first shirt in the line of HeatGear‚ which was designed so athletes
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Under Armour was founded in 1996 by Kevin Plank‚ a then 23-year old former special teams captain of the University of Maryland football team. Plank initially began the business from his grandmother’s basement in Washington‚ D.C As a fullback at the University of Maryland‚ Hall got tired of having to change out of the sweat-soaked T-shirts worn under his jersey; however‚ he noticed that his compression shorts worn during practice stayed dry. This inspired him to make a T-shirt using moisture-wicking
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Under Armour Marketing Strategy By: Andrew Williams November 2010 Under Armour Marketing Strategy I. Executive Summary Under Armour was founded in 1996 by Kevin Plank‚ a former football player at the University of Maryland. Under Armour started with an idea to create a superior t-shirt that provided compression and wicked perspiration off the skin rather than absorb it. A t-shirt that would work to regulate you body’s temperature and enhance performance. The apparel was engineered
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Executive Summary 2 1.0 Under Armour Backgroung 1.1Vision Statement 1.2 Mission Statement 1.3 Corporate Philosophy 1.4 Corporate Objectives 1.5 Product Offerings 3 2.0 Market Analysis 2.1 Target Market Profile 2.1.1 Market Segmentation 2.1.2 Market Targeting 2.1.3 Market Positioning 2.2 External Environmental Analysis 2.3 Internal Environmental Analysis 2.4 Summary of SWOT Analysis 4 3.0 Market Recommendation 3.1 Recommended Strategy 5 Reference Executive Summary Under Armour (UA) is an American
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Case #5 Under Armour- Challenging Nike In Sports Apparel Shuying‚ Sai 1 Industry & Market: Under Armour was founded in 1996. The founder is Kevin Plank‚ a former football player who played for University of Maryland. At first‚ it started with a simple idea that making sports T-shirt more comfortable when players wear it. After 15 years‚ Under Armour became a big company who already spread their market into different country. In sporting goods market‚ Nike and Adidas are the two industry-leaders.
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Under Amour’s strength is innovative and unique technology of their products. “For example‚ in 2013‚ the company released a shirt that tracks athlete’s heart. Sensors in the brand’s shirt are able to pick up electrical signals from the heart. Additionally‚ Under Armour developed the tape replacing clear that gives ultimate support‚ and pivot freedom for athletes.” (Horovitz 2012) These Innovations give Under Armour a competitive edge against other sporting retail brands. As the company continues
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Appendices………………………………………………………………………………………21 Appendix 1: Under Armour Revenue……………………………………………………………………21 Appendix 2: Under Armour Key ratios………………………………………………………………….21 Appendix 3: Value Chain…………………………………………………………………..……………22 Appendix 4: Major competitors market share………………………………….……………..………..23 Appendix 5: SWOT analysis……………………………………………………....................................23 8. Citations………………………………………..……………………………………………….24 Executive Summary Under Armour is a company started by
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Under Armour: Case 1 The following is an environmental analysis of the “performance apparel” business sector of the athletic apparel industry‚ with an analysis on Under Armour‚ the 3rd largest athletic apparel company. The company is clearly rapidly growing‚ touching markets that have been dominated before‚ but continues to pride themselves on the performance of their products. The first section of this analysis will cover the trends in technology‚ economics‚ demographics‚ socialites and culture
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