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Natalie Henke Kenzo Babcock Gabrielle Shimota Alexandra Munson Case Evaluation: Under Armour Introduction After years of playing sports and dealing with the frustration of cotton clothing getting bunched up under his gear, Kevin Plank decided it was time for something new. When he finished his final year at the University of Maryland as captain of the football team, he started his work to find and create clothing that would please any athlete. Looking to please all athletes, Under Armour’s mission statement is to make all athletes better through science, passion, and the relentless pursuit of innovation. His first product was a synthetic, sweat-wicking, base layer built for any weather (Baer, 2015). As soon as he felt confident in the product, Plank started to disperse prototypes to different contacts within the National Football League (NFL). Many players developed a vested interest; Among these players was Deion Sanders, who wrote a personal check for four shirts. College teams also began to gain interest in this new product, and Georgia Tech and North Caroline State reached contracted team deals with Under Armour. An interview by Sports Illustrated commented, "Word began to spread, fashioned by positive reviews passing over the lips of players" (Baer, 2015). Under Armour began to grow, and the NFL wanted to make deals. This combination helped the company gain a presence and flourish. In 2004, eight years after the first product was sold, Under Armour’s sales grew to over 200 million dollars. As sales grew, shareholder investment followed when the company finally went public on November 18, 2005. The year following the initial public offering, the Dillion Panthers, a high school football team staring in 'Friday Night Lights,' prominently wore the Under Armour logo. Through slow, strategic moves, the company started to land large indorsements. Athletes like Tom Brady, and his wife Gisele Bundchen, were compensated for such endorsements with equity in the company. Such strategic moves encouraged the expansion of the Under Armour brand. However, football is not the only sport through which the Under Armour marketing team advertises. In 2014, the company signed Misty Copeland, a famous ballerina, to create an ad that would soon become viral; however, Plank still wanted more. The executive is quoted in The Wall Street Journal explaining, “we are developing a digital ecosystem that provides us with unparalleled data,” after MapMyFitness and MyFitnessPal were released (Baer, 2015). Amidst the corporate push for growth and expansion, Under Armour has faced many setbacks, many of which current. With new executive leadership, Patrik Frisk and his team are actively seeking to make sustainable changes for the future. PESTEL Analysis The PESTEL analysis in Appendix A references how the factors that make up the macroenvironment affects the athletic apparel industry, precisely our case company Under Armour (See Appendix A). Companies must pay attention to these significant factors because they affect how upper management makes critical internal business decisions regarding how the external environment is concerned. The main factors that substantially affect the athletic

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