Case Study 1 - Under Armour Enters the Basketball Shoe Market Under Armour Enters the Basketball Shoe Market Genesis Palmero Fansico Parra Nicole

Case Study 1 - Under Armour Enters the Basketball Shoe...

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Under Armour Enters the Basketball Shoe Market Under Armour Enters the Basketball Shoe Market Genesis Palmero, Fansico Parra, Nicole Jaramillo, Stephanie Alonso, Christine Cabreja, Jared Malagon, and Jose Acosta Florida International University
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Under Armour Enters the Basketball Shoe Market Under Armour Enters the Basketball Shoe Market Discussion Answers Question One : Under Armour (UA) is a great example of a company that started from zero and became an international icon in a relative short time. It all started in 1996 when Kevin Plank, a University of Maryland football player, was tired of wearing cotton clothing during practices and he knew his teammates felt the same way. An article titled “How Serial Innovators Find The Best Problems To Solve” written by Dr. Abbie Griffin, holds the Royal L. Graff Presidential Chair in Marketing at the University of Utah’s David Eccles School of Business, Raymond L. Prince, holds the William H. Severn's Chair of Human Behavior in the College of Engineering at the University of Illinois Foundry for Innovation in Engineering Education, and Bruce A. Vojak, an Associate Dean for Administration in the College of Engineering and Professor of Industrial and Enterprise Systems, talks about how serial innovators look for problems that customers are willing to pay for if fixed not opportunities(Fast Company). Kevin Plank found a problem that he experienced himself, knew that his teammates as well as other athletes felt the same way and found a way to solve it. Kevin Plank was already up to a successful start. The next big moment of Under Armour’s success and growth was in 1998 when the brand had national exposure for the first time. Under Armour provided products for the movie titled “Any Given Sunday” and purchased a full-page ad in the ESPN sports magazine. The movie was an American sports drama film and ESPN is a sports magazine, by doing this Under Armour officially entered the competitive industry of sports brands. Due to the founder’s early network of football players by 2003 almost every player seemed to be wearing Under Armour clothing in locker rooms which led to ESPN to ask the brand to be part of a series called “Playmakers”. Under Armour featured “Big E”, Eric Ogbogu, an NFL football player on their
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Under Armour Enters the Basketball Shoe Market “We must Protect This House” commercial which became incredibly popular. Under Armour’s campaigns, international exposures of the brand, and early network of football players contributed to the growth and success of the brand. In 2005 Under Armour went “public” for the first time, meaning that the company went from private to public to sell stocks shares in their firm. Mark Koba, senior editor of CNBC, said in his article titled “Initial Public Offering: NBC Explains” that going public “it’s simply a money-making move. The idea is to raise funds to have more liquidity or cash on hand by selling shares publicly”. When Under Armour went public the stock nearly doubled the first day. Now a days depending on the ups and downs of the market
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