Under Armour Case Study

In: Business and Management

Submitted By awanda
Words 2729
Pages 11
Andrew Wanda
Professor Joan Vilim
Strategic Management
3-17-15
Under Armour Case Study Under Armour was founded by Kevin Plank a former collegiate football player at University of Maryland. Being an athlete and having to wear heavy sweaty shirts from playing he came up with an idea for a fabric that is cooler and comfortable to the athlete. He had passed on a job opportunity out of college and decided to take his idea and sell t-shirts instead. From what started as just a t-shirt idea had grown quickly into a powerful brand name with unlimited possibilities of growth in a very big industry. Before it became Under Armour it was formally called KP Sports which was a subchapter S corporation. After this Plank was able to convince Kip Fulks to be a partner in this enterprise and when money got tight he would borrow from family to keep the idea alive. This whole operation took place inside Planks grandmother basement until enough funds were secured to take out a small loan to move the operation to an actual facility. Later on the two of them acquired another friend as a partner by the name of Ryan Wood. After this the business truly began to take off and was no longer considered a S corporation but a C corporation. It wasn’t until late 2005 the company changed its name to Under Armour and became a publicly traded company. Now Under Armour is involved in the development, marketing, and distribution of performance apparel, footwear, and accessories for men and women of all ages.
In the industry that Under Armour is in there poses a lot of threats because there is a lot of competition. The industry has low barriers to entry so anyone with an idea can enter it and take Wanda 2 away potential sales. On top of that there are already long established brands such as Nike and Adidas that have penetrated the market and have been building their…...

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