This website uses cookies to ensure you have the best experience. Learn more

Under Armour Essay

3009 words - 13 pages

When our professor first presented this project paper to us my mind began to wonder. What is a good company to research and present it to my fellow classmates. My first selection was “Chik-fil-a”, but I wasn’t sure if we could write about fast food franchises. So I continued to brainstorm about a topic to expound on, even going as far as in asking my buddies and co-workers for suggestions. “Walmart”, “National Football League”, “National Basketball Association”, “Nationwide Insurance”, and “LG” were a few ideas that were presented to me. A few of those sounded ok but none really grasp my attention. As I was visiting an outlet mall, I came across Nike store. “Wow that’s going to by my topic of choice”, is what I told myself. Week four (4) arrived and my professor asked for every student’s topic. Before he made it to me, at least four (4) others said Nike! As usual, I was the last person to give him my topic of choice. That’s when I went with “Under Armour. Researching this topic presented many roadblocks, due to this company only being around since 1996. I wasn’t sure if Under Armour practices corporate sustainability or even if they were socially responsible; but countless hours later researching this company, enlightened me of the answers I was searching for.
BACKGROUND
Under Armour started in 1996 by Kevin Plank, a 23-year-old former University of Maryland football player. As a special teams captain, he turned an idea brainstormed on the football filed into a new industry changing the way athletes dress forever. Since he hated having to change his sweat-soaked cotton t-shirts over and over again during two-a-days, he figured there had to be something better, which in turn led to his solution. The basic concept started as a simple t-shirt made using high tech fabrics. The high tech fabric that he chose had qualities that could wick sweat and other moisture through the fabric to the surface instead of absorbing it. Since he didn’t have a building of choice, the first prototypes were developed in his grandmother’s basement in Washington, DC. After designing the first Under Armour Heat gear t-shirt, he decided to travel up and down the East Coast selling his product out the trunk of his car making a grand total of $17,000 in sales! This soon led to him using $20,000 of his own money, $40,000 from credit and a small business loan of $250,000. (Under Armour, 2013) 12 months later, he found himself making his first official pinch to Georgia Tech University. They found interest in his product and decided to wear it as their official team apparel. Shortly after, he found himself supplying performance apparel to more division one football teams and over 24 National Football League teams. He relocated his company from his grandmother’s basement over to the current Under Armour headquarters in Baltimore, Maryland. In 1999, Warner Brothers contracted Under Armour to outfit the actors for two movies, “Any Given Sunday” and “The...

Find Another Essay On Under armour

The Success of Under Armour Essay

2839 words - 11 pages What makes a person choose one brand of clothing over another? Is it the price? Or is it the style of the clothing? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armour and former captain of the special teams on Maryland University’s football team, would become infuriated at the amount of

SWOT Analysis: Should Under Armour Inc. Export to Brazil?

2039 words - 8 pages Introduction Created in 1996, Under Armour, Inc.’s principal business operations include the designing, marketing, and distribution of sporting apparel, footwear and accessories for men, women and youth. The company has engineered moisture-wicking fabric products, which come in many designs and styles for wear in virtually every climate. The firm seeks to provide a superior performance alternative product compared to traditional sportswear

Under Armour: Technology in Service of Sport in South Australia

2241 words - 9 pages . 2.2 Sport Culture in South Australia Under Armour, as a brand originated in an English speaker country, is probably a suitable name to Australians when its name refers to an armour wear under the cloth, what was its company’s goal. Besides, with a population which majority (84.1%) perform physical activities, it is possibly that this brand does not result unknown for people who live in South Australia 3. Income in Australia According to data

The Swoosh Will Get to You

1021 words - 5 pages When it comes to sports brands there is always a huge disagreement on which brand is the better brand. People say Under Armour is the top sports brand selling the best of the best to young people all over the nation. Then there is Nike, which is where greatness was built up and sold to youngsters everywhere, making them very happy people. This big argument over which is better has been going on, ever since the competition between the two has

The Dawning

2391 words - 10 pages armour down, and then began rummaging under the counter. He then brought out a longbow made of ash wood and silver framing, the grip was brown leather and lined with silver, the limbs had ornate elvish carvings along them on the side and on the front; one in particular was a head of a stag with tree like antlers, which was the elven symbol of the hunter. “I had it string replaced for you, the string is made from the finest silver thread from the local

Roman Army's Superiority to the Celts

3338 words - 13 pages beaten by the Roman Army. To do this I will be comparing and evaluating the Romans and Celts under the general headings of Tactics, Armour and Weaponry and by doing this I hope to come to conclusions on the Roman victory over the Celts and how the Romans were superior under those categories. TACTICS Firstly lets start with tactics. Not only will I discuss battle tactics, I will also detail the military setups

Communicating To Investors

1598 words - 6 pages ” The customers reaction to this bad news will obviously be that the company is not doing well and they may not bother to look for the product at all. A product that is not doing well is not doing well for a reason and they may not even bother to look for the Under Armour product in the first place. So the customers need to be continually sold on the product. Under Armour was the first to come out with the moisture wicking technology and the

What problems have you identified in making connections between the world described in the Homeric poems and the archaeological evidence you have stud

1890 words - 8 pages , similes, etc.) into those that are more or less liable to change over the passage of time, as each society seeks to make the poems more accessible and relevant to their day, Sherratt lists under more susceptible to change, incidental detail or description, this would include the description of armour and weapons (Sherratt Fig.3). This can be demonstrated when we look at the shields the men are carrying in the arming

War at EL-Alamein

906 words - 4 pages The Battle of El Alamein, started either between October 23rd or November 5th in 1942. This battle was one of the largest battles involving the western allies in the whole of the war with Germany. El Alamein was part of the chain of battles that saw the British Common wealth forces advancing across the coastal plain and desert hinterland of North Africa from 1940 to 1943. The prize for the Axis (German and Italian forces under the command of the

Discuss the influences on the development of the Panzer arm

1824 words - 7 pages success in the first war years largely rested."Manstein argued that Guderian saw only the Panzer arm, but the general staff had to consider the whole army. He further argued that in contrast to the enthusiastic and impatient Guderian, the chief of the general staff could not responsibly commit the Germany army to revolutionary armour doctrine and organisation before these were fully tested and proven in exercises and manoeuvres. Manstein pointed out

A Book Review of, Kelly DeVries and Douglas Smiths’ Second Edition Text, Medieval Military Technology

1214 words - 5 pages Kelly DeVries and Robert Douglas Smith. Medieval Military Technology, Second Edition. Toronto. University of Toronto Press Incorporated, 2012. XVIII + 356 pp. Illustrations, bibliographical references, Index. ISBN 978-1-4426-0497-1. This second edition of DeVries and Smiths’ book, Medieval Military Technology, encompasses many of the weapons, fortifications, vessels, machines, and armour developed throughout the medieval period, to provide a

Similar Essays

Under Armour Essay

1457 words - 6 pages History: 1996 Kevin Plank develops his first microfiber t-shirts to keep athletes dry during workouts and games he found Under Armour Athletic Apparel. Mission: “Under Armour was developed by athletes for athletes. We understand their needs and the demands of competition, What begin nearly a decade ago with superior under shirt for equipment sports has evolved into six diverse gear lines to cover all seasons. Climate and conditions by

Under Armour Essay

1415 words - 6 pages I. Introduction a. Background Before Under Armour cotton shirts filled with sweat all-over used repeatedly every game underneath their pads was essential for every footballer. The problem is with this is that you feel really uncomfortable with this and you might not play your A game in the process. A college footballer named Kevin Plank captain of the University of Maryland special team thought about this and wanted to change the way Athletes

Under Armour Marketing Analysis

699 words - 3 pages Since its creation in 1996, Kevin Plank's Under Armour has under gone rapid expansion. It has taken over the performance apparel market in the United States, outselling sporting giants such as Nike and Addidas. The company has even expanded beyond the performance apparel line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armour has been facing many difficult

Under Armour Case Study

1288 words - 5 pages In order to beat its competitors, Under Armour Company can engage in market sensitive fresh product invention. New products are more likely to draw curiosity amongst the populations especially if they commensurate well with the prevailing trends (Hill & Jones 2009, p. 308). UA concentrated on the outside-in (market responsive) approach to carry out its strategies. It is reported that it sourced unique synthetic materials and employed on