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Case Code: MKTG372
Case Length: 15 Pages 
Period: 2014 - 2019   
Pub Date: 2018
Teaching Note: Not Available
Price:Rs.500
Organization : Under Armour
Industry : Performance footwear, apparel & accessories
Countries : US; Global 
Themes: Brand Management/Strategic Marketing/Positioning /Turnaround Management
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Under Armour in Trouble

 
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BACKGROUND NOTE

 

The history of Under Armour dates back to 1996 when Kevin Plank (Plank), a then 23-year-old former special teams’ captain of the University of Maryland football team, started the apparel business from his grandmother’s basement in Washington.

While playing for the University of Maryland football team, Plank noticed that while he had to change his sweat-soaked T-shirts worn under his jersey, his compression shorts remained dry. Upon graduating, he began the process of creating a solution to this problem and thus decided to make T-shirts using a moisture absorbing synthetic fabric. .

 
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