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Under Armour Essay

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Kevin Plank founded Under Armour in 1996; he was a University of Maryland former football player. Plank derived a synthetic textile design that allowed sweat to be “wicked-­‐away” from a person body during physical activity. The original company named was KP Sports then in 2005; they changed their name when the company introduced to the public. Plank vision was that Under Armour’s had the potential for growth due to the ability of the company’s to build a powerful product in a moderately short time, noteworthy opportunities to expand, as well as the fact that Under Armour was in the initial phases of launching their brand while penetrating outside markets in North America (Thompson, C-­‐42). Under Armour is considered as the pioneer …show more content…

Thus, allow greater visibility of Under Armour while providing brand awareness. Under Armour also strategized marking to sustain in addition to sales growth in North America as well as the proposal of entering into foreign country markets (Thompson, C-­‐50).
The competition among well-known businesses are intense because the sports apparel business is extremely competitive forcing the demand process to rise higher. The international sports and fitness apparel market has observed several trends in its market such as increase in consumer apparel towards healthy lifestyles, development of new sports besides a surge in sports involvement (Morkel).
Under Armour objectives are influenced by the given influencers of competitor’s competition of apparels innovations, successfulness lastly the over wellbeing competitive business in sports apparel business. The pro athletes are obligation to demonstrate value to their sponsors like Under Armour that the new and improved products are stabile allowing control movements in both cold and hot weather. The apparel market is flooded with opposition, so that if any product or athlete falls to positively show the garment in its intended purpose cannot provide show technologically in the product design or show quality research and

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