Executive Summary Under Armour, a sports performance apparel, footwear, equipment, and accessories company, was established in 1996 under the name of KP Sports by Kevin Plank. Plank was a former University of Maryland football player. His desire to produce a t-shirt made from a moisture wicking fabric is what drove the initiation of the company. Becoming a public company in 2005, the company changed its name to Under Armour. Plank remains CEO of Under Armour. The company has experienced exponential growth since its inception in 1996. Under Armour’s operates under the mission “to make all athletes better through passion, design, and the relentless pursuit of innovation” (Thompson, Under Armour in 2016-How Big a Factor Can the Company Become in the $250 Billion Global Market for Sports Apparel …show more content…
Can and indicate give us a clear picture of how Under Armour success has been achieved and help direct potential pathways to sustain continued growth and success. This paper takes an evaluation of the completive forces in the global market for performance sports apparel and accessories, a SWOT analysis of Under Armour was done, an evaluation of Under Armour’s financial performance is reviewed, and a set of action recommendations that will define the course of action Under Armour should pursue is given. The performance sport apparel and accessories industry is tremendously fierce. The two key competitors for Under Armour are Nike and Adidas with numerous other companies trailing. This would include such names as Reebok and Puma along with many others. Nike remains the number one in the sports apparel and footwear industry in terms of revenues. The second ranking company in terms of revenue belongs to the Adidas Group. Under Armour despite its limited global sales is third. Under Armour has however been gaining ground on