AU AIMC Assignment Case Study Nov..2020 UnderArmourBasketball_Case.doc

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Case Study For the Students of EPGDM Alliance University Term IV – Advertising & Integrated Marketing Communications - Nov.2020 The Case is only for study purposes, limited to current assignment - Case analysis, attempting to apply your learning, in the classes, on the subject of Advertising and Integrated Marketing Communication. Do not distribute copies or forward this Case to anyone else, at any time, now or in future ______________________________________________________________________________ Under Armour Enters the Basketball Shoe Market ___________________________________________________________________________ This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Case Study For the Students of EPGDM Alliance University Term IV – Advertising & Integrated Marketing Communications - Nov.2020 The Case is only for study purposes, limited to current assignment - Case analysis, attempting to apply your learning, in the classes, on the subject of Advertising and Integrated Marketing Communication. Do not distribute copies or forward this Case to anyone else, at any time, now or in future Under Armour Enters the Basketball Shoe Market Company Background Under Armour (UA) was founded in 1996 by Kevin Plank, a former Maryland football player, who began by selling compression clothing that could “wick” sweat away from the body to college sports teams out of the trunk of his car. Plank was a football player at the University of Maryland, and hated wearing cotton shirts to practice in the hot, humid Maryland climate. Knowing that he would never be an NFL player, Plank devoted his efforts to starting a company that could make a product that would be an improvement over cotton, in that it would not absorb sweat and be much more functional and comfortable to wear. Once made, he started selling the shirts to the lacrosse and football teams at the University of Maryland out of the trunk of his car. In 1998, the football-oriented movie “Any Given Sunday” was being filmed in Baltimore where Under Armour is based. The producers of the movie were looking for a product that would represent the athletic nature of the movie and be comfortable to wear during filming. Under Armour agreed to provide products, and UA shirts were used throughout the filming and appeared in the movie itself, resulting in national exposure for the brand. At about the same time, ESPN was initiating a sports magazine and looking for advertisers. Plank called in his dozen or so employees at the time, and said if they would agree to skip one pay check, UA could purchase a full-page ad in the new magazine, which they all agreed to do. The product placement and ESPN The Magazine ad led to a dramatic increase in website traffic and sales, and helped jump start the nascent company.

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