Introduction In this essay I will analyze Under Armour which I personally have an interest in.. The reason I have selected Under Armour is because I have stocks in this company. In this paper I will analyze Under Armour’s strategy, mission, organization, positive aspects, short and long-term goals, and ways to improve. Under Armour Under Armour is headquartered in Baltimore, Maryland, Under Armour (UA) was founded in 1996, by Kevin Plank, a former University of Maryland football player who wanted a t-shirt that would draw away perspiration rather than get soaking wet with sweat. Under Armour has grown to be one of the most sought-after brands among athletes around the world, being worn by some of the largest U.S. college football and European soccer …show more content…
business” (David & David, 2015, p. 518). Plank also likes to describe his vision statement of making Under Armour, “the biggest, baddest brand on the plant, bar none”. Under Armour operates under four geographic segments: (1) North America, (2) Europe, the Middle East, and Africa (EMEA), (3) Asia, and (4) Latin America (David & David, 2015, p. 518). Positive Aspects In late 2012, UA had an impressive annual growth rate of 34 percent since 2005, UA revenues increased 24 percent in the third quarter of 2012, to $575 million compared with net revenues of $466 million in the previous year’s period. Net income increased 25 percent. Under Armour pays no dividends and is performing in an excellent manner (David & David, 2015). UA continues to grow as it is constantly receiving endorsement contracts from celebrities. UA also recently launched a Star Wars collection that seems to be popular. Short Term and Long-Term