The Success of Under Armour

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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 times he was forced to change his undershirt during games and practices due to how heavy with sweat they would become. He set out to create a shirt that would help keep an athlete cool and dry during intense physical activity. This simple idea would develop into a powerhouse in the sports apparel industry and has broken into the sports equipment industry as well. The sports apparel and accessories industry has a highly competitive market. Businesses are constantly competing for elite athletes to sponsor, raw materials, and every opportunity to expand. Under Armour is able to not only survive but thrive in this market because of their ability to think outside of the box. They are constantly creating new and exciting products that help athletes everywhere. Under Armour has a mission statement that clearly states what they wish to accomplish and how they will do it. “To make all athletes better through passion, design, and the relentless pursuit of innovation”, this is a powerful statement that makes consumers and the competition aware that this organization will strive to help athletes everywhere reach their potential (Mission, 08). Their mission statement leads directly to the philosophies that are taught within this organization. “No loser thoughts” is one that they use regularly when t... ... middle of paper ... ...nerate a higher profit and help more athletes reach their potential. Work Cited "Meet the Under Armour Team - Find Career & Job Opportunities." Meet the Under Armour Team - Find Career & Job Opportunities. N.p., n.d. Web. 08 Apr. 2014. "Under Armour | SuccessFactors." Under Armour | SuccessFactors. N.p., n.d. Web. 08 Apr. 2014. "Under Armour, Inc. - Governance Guidelines." Under Armour, Inc. - Governance Guidelines. N.p., n.d. Web. 08 Apr. 2014. "Under Armour Mission, Vision & Values - Explore Career Opportunities." Under Armour Mission, Vision & Values - Explore Career Opportunities. N.p., n.d. Web. 08 Apr. 2014. "Under Armour, Inc. - Executive Team." Under Armour, Inc. - Executive Team. N.p., n.d. Web. 08 Apr. 2014. Townsend, Matt. "Under Armour Finds Feminine Side to Go Beyond $2 Billion." Bloomberg.com. Bloomberg, 15 Feb. 2013. Web. 21 Apr. 2014.

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