Case Study 1- Under Armour - Running head GROUP CASE...

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Running head: GROUP CASE ANALYSIS 1 1 Group Case Analysis 1 Liberty University BUSI 400 For study purpose only, do no copy. Executive Summary Under Armour (UA) Inc. is a growing sportswear company, emerging and distributing sports apparel, footwear, and accessories. They have come a long way since being founded in a basement by CEO Kevin Plank in 1996. The company has experienced incredible growth over the past few years. This growth is anticipated to continue to grow, domestically, as well as,
Running 2 internationally. UA has recently surpassed Adidas and is now, currently the number 2 sportswear company in the U.S. based on sales (Germano, 2014). The primary revenue sources include apparel and footwear. Apparel and footwear, has presented astounding growth in sales year after year. CEO and founder has ambition is to turn UA into a global brand. One primary goal of UA is to surge their presence in the footwear world. They have made leaps and bounds, and in the third quarter of 2014, the footwear sales have increased to about a 50% (Meehan, 2015).While, UA, is rather new to the footwear market, they hired Nike executive, Peter Ruppe, to serve under UA’s senior vice president. Although, UA has shown they are serious about their footwear division, they are still relatively new to the footwear market and because of this they recently hired Peter Ruppe, a former Nike executive that focused mainly on footwear, to be UA's senior vice president of footwear and was brought in to help create UA's future footwear strategy to grow their shoe brand. While UA international sales are still minor, they are increasing sales at a steady rate. UA endorses professional athletes and sports teams all over the world, in effort to expand their brand into international markets. They also understand the significance targeting younger customers, and in 2013, UA spent $150 million in acquiring fitness app maker, MapMyFitness (Symington, 2015). This has been a very successful investment. They have recently launched the UA Record app, reinforcing an online community of over 30 million users (Symington, 2015). UA has introduced innovative and exciting products to the markets and the current sales are
Running 3 improving. They are on the path to excel their current revenue records for 2015 and years beyond. UA’s growth is turning them into well respected brand across the globe with huge amounts of potential growth. Existing mission, objectives, and strategies Under Armour’s current mission statement is “To make all athletes better through passion, design, and the relentless pursuit of innovation.” (Under Armour, pg.1). As a company Under Armour vision is to “Empower athletes everywhere” (Under Armour, pg.1), this is combined with Under Armour’s four pillars of greatness, “ MAKE GREAT PRODUCT, TELL A GREAT STORY, PROVIDE GREAT SERVICE, BUILD A GREAT TEAM .” (Under Armour, pg.1) According to David and David a key strategy of Under Armour’s is securing the endorsements of it’s products by athletic leagues, teams, and top ranked athletes. “It is UA’s

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