University of Maryland, College Park

Under Armour is located in Baltimore, Maryland, but that was not its original location. In 1996, Kevin Plank was only 23 years old when he had an idea to deal with his soaking wet t-shirts from playing football that would eventually change the way athletes and non-athletes deal with this problem. Kevin was a former University of Maryland special team captain, and needed a solution so he set out to develop a solution to his growing problem so he started a company called Under Armour that was based out of his grandmother’s basement in Georgetown, Washington DC. After extensive research, Plank designed his first HeatGear t-shirt which was named #0037. The shirt was engineered with moisture-wicking performance fibers that will keep you cool and dry in extreme heats or workouts. Plank traveled up and down the east coast trying to sell his revolutionary new moisture-wicking t-shirt, he finally had his first team sale that gave him a $17,000 in sales. In 1997, Under Armour introduced the Cool Gear line to keep you warm and dry on cooler days.…

Under Armour or UA as it is often called, is recognized as an excellent example of an organization which has been able to successfully build its brand image in today’s uncertain markets. As a US company which started as a basement business, Kevin Plank, the founder of UA was able to apply innovative marketing tools and tactics to build a solid revenue base in the sports clothing/athletic goods industry. Under Armour is a good case study of the effectiveness of the four P's of marketing: place,…

The idea of Under Armour all started in 1996, when a 23 year old and former University of Maryland special teams captain, Kevin Plank, had an idea that revolutionized the “Armour” of athletes. Back in his playing days, Plank despised having to wear a cotton shirt underneath his uniform and pads. He and his teammates also hated having to change those sweat filled shirts over and over again during practices and game days. Frustrated with the sweat filled t-shirts, he set out to create a solution,…

company includes their ability to effectively manage their growth in a more complex global business; their ability to successfully manage or realize expected results from acquisitions and other significant investments; their ability to effectively develop and launch new, innovative and updated products; and their ability to accurately forecast consumer demand for our products and manage our inventory in response to changing demands. On the other hand, Nike is the largest seller of athletic…

Listed below are some recommendation that will help Under Armour become a big factor in the $250 billion Global Market for sports apparel and footwear. If executed correctly within the next few years Under Armour will see a major change. It is requested the Under Armour take these recommendations into consideration as soon as possible because if these issues go left untreated it can cause major damage. Advertisement and Development Although Under Armour is a company that has both apparel and…

Under Armour’s new commercial is inspirational. The commercial begins with Phelps swimming, and then continues to combine his workouts inside and outside of the pool. These images personally bring me back to my last track meet, where I pushed myself as hard as I could because I would never have another moment similar. The video creates a sense of give it your all because you never know when your ability to pursue your passion will come to an end. To add to it, it tells you to push yourself even…

Executive Summary Under Amour is a company started by the former University of Maryland football player Kevin Plank who came up with a design which enable the sweat to "wicked away" during high level physical activity. This company has a original name called KP sports and changed in 2005 when under amour went public. Under amour 's product designed to keep athletes cool dry and light throughout the high intensity game, practice or workout. The founder has really successful developing new and…

The specific industry I’ve selected is the retail industry, The Under Armour company. UA was founded in 1996 by Kevin Plank, he started with a plan to make a superior T shirt that provided compression and wicked perspiration off your skin. In today’s market, Under Armour is in competition directly against Nike and Adidas offering many of the same products, from footwear to sports gear. Even though Nike and Adidas have more resources at their disposal from being established longer, UA continues…

Under Armour’s rapid rise to success has to be credited to its brilliant strategic planning capabilities. The company continues to make key strategic moves to continue its growth and market share acquisition and a competitive sports apparel industry. Under Armour strategic plan is to outperform its competitors and gain market share from innovative design, and wider product selection. The goal is to achieve the competitive advantage of outcompeting rivals on the basis of differentiation features,…

• What strategy or strategies did Under Armour use to separate itself from its competition? o The brand positioned themselves to adopt top of the line quality when it came to their apparel that was breathable, wicking material to replace cotton shirts. Second, the brand saw the need to position themselves within the female apparel marketing utilizing a nonconventional sport, ballet. The particular activity utilizes compression and many similar materials that are used in football, soccer, and…