Kevin Plank, founder of Under Armour (UA), had a dilemma of profusely sweeting during practice and being weighed down by his clothing. Since Plank was a walk-on football player for the University of Maryland football team avoiding physical activity would not solve his problem. Thus, commence Plank search for a material that did not weigh him down due to accumulated sweat. He found a fabric, which is usually used in women’s lingerie, that its “inner wear wicked away sweat thus keeping the outwear light (Wheelen 20-4). He sent sample to some current and former teammates and friends. Plank believes in the significance of player recommendations in the success of his company.
Current Situation & Strategic Managers
Plank goal for UA is to make all athletes better through passion, science, and the relentless pursuit of innovation. UA provide the best performance apparel and footwear at comparable prices to their competitors like Nike. They aim is to get at least three percent of market share in the international market which has over thirty-one billion dollars in sales. That would double UA current revenue.
UA has eleven members are on the BOD. Domestic experience ranges from working at ESPN, Sirius radio, and …show more content…
UA already has multiple stores selling directly to customers in China, but the European and South American markets are very saturated with other competitive companies (Trefis Team). To break into these markets successfully, UA needs to increase its visual exposure with customers by finding the right key to maximize the UA brand.
In Europe, UA already has athletes promoting UA products, these athletes are not as popular as the athlete in which their competitor, Nike, sponsors but still the exposure that UA is receiving is positive (Trefis Team). To further maximize their exposure, UA should also look into sponsoring teams that play less popular sports such as rugby, cricket, and polo as a marketing
Current Situation & Strategic Managers
Plank goal for UA is to make all athletes better through passion, science, and the relentless pursuit of innovation. UA provide the best performance apparel and footwear at comparable prices to their competitors like Nike. They aim is to get at least three percent of market share in the international market which has over thirty-one billion dollars in sales. That would double UA current revenue.
UA has eleven members are on the BOD. Domestic experience ranges from working at ESPN, Sirius radio, and …show more content…
UA already has multiple stores selling directly to customers in China, but the European and South American markets are very saturated with other competitive companies (Trefis Team). To break into these markets successfully, UA needs to increase its visual exposure with customers by finding the right key to maximize the UA brand.
In Europe, UA already has athletes promoting UA products, these athletes are not as popular as the athlete in which their competitor, Nike, sponsors but still the exposure that UA is receiving is positive (Trefis Team). To further maximize their exposure, UA should also look into sponsoring teams that play less popular sports such as rugby, cricket, and polo as a marketing