Case 23 Under Armour

312 Words2 Pages
Millions of people each year try to come up with a “million dollar” idea. Many believe that it requires an “unfathomable” idea, but sometimes going back to the basics is the key. That’s what allowed Kevin Plank, the founder of Under Armour performance apparel, to find success. The task at hand was to simply make a superior T-shirt and nothing more. It all began in 1996 when the former University of Maryland football player wanted to create a shirt that would help control the temperature of an athlete’s body, not just soak up the sweat during intense activities. He wanted a shirt that enhanced performance rather than detracted from it. As a result, Plank created a synthetic shirt made of high-tech material that had a snug fit designed to feel like a second skin. The technology behind Under Armour’s diverse product lines for men, women, and youth is complex, but the message is simple: wear HeatGear when it’s hot, ColdGear when it’s cold, and AllSeasonGear between the extremes. Under Armour’s mission is to enhance the experience for all athletes by applying passion, science, and the relentless pursuit of innovation to create cloth- ing with temperature control, comfort, and flexibility.1 Under Armour’s stated goal is to be “a leading developer, marketer, and distributor of branded performance products.” It has been able to successfully penetrate the sports apparel market by using the image and influence of: domestic and international professional teams, collegiate teams, Olympians, and individuals. Exhibit 1 Under Armour Net Revenue: 2003–2007 Utilizing broad-based, frequently free endorsements and well-received publicity, Under Armour has also reached regular athletes, active outdoor enthusiasts, elite tactical professionals, and active lifestyle consumers. Under Armour is quickly becoming a leader
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