Under Armour Strategy in 2016 case study

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Under Armour Strategy in 2016 Case Study Name Institution Affiliation Executive summary Since its foundation by Kevin Plank, a former football player at the University of Maryland, under amour has undergone tremendous growth in the production, marketing, and distribution of performance apparel, footwear, and all-gender accessories. The company's products are engineered in such a way that they fit in all spheres, and they, therefore, become an alternative to the traditional products. The athlete-driven innovation is an indication that the principal goals of the company are to reach a global level while maintaining the old targets. Footwear and apparel manufacturing companies have a similarity of outsourcing manufacturing and the under amour company has not been left out. The company has built its competency around the moisture wicking fabric design which also generates approximately 30% of the growth revenue. This report discovers that the prospects of the under amour company in its current position are positive and the number of sponsorships from universities and colleges in athletics has increased. From the analysis, it can be concluded that the key areas that the company needs to focus on product innovation, market diversification, as well as the development of different sizes of apparel that meet the needs of a larger population. Company’s background The under armor company was founded in 1996 by an ex-football player from the University of Maryland in 1996. The then 23-year old Kevin Plank was struck with an idea of providing t-shirts and footwear that would later change the dressing code of athletes around the globe. Over the years, the company grew

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