Under Armour uses a broad mission and vision statement to describe their corporation. Their current mission statement is To make all athletes better through passion, design and the relentless pursuit of innovation (Under Armour). While their vision is to Empower athletes everywhere (Under Armour). Under Armour’s mission and vision complement their objectives of increasing brand recognition and understanding the changing the needs of athletes. While the athletic apparel industry can be described as ‘saturated’ due to the numerous companies, Under Armour maintains their use of a differentiation strategy against its competitors as its advantage. They achieve differentiation by offering higher quality athletic apparel, which is guided by their Research & Development (Pratap Abhijeet). Under Armour created several fabric blends through their third party sources. These innovative fabric blends not only allow Under Armour to compete against larger companies, but also …show more content…
Their divisional structure is a necessity for the promotion of their various product offerings. Plank remains, with the aid of the eight other Board of Directors member, the primary decision makers for the company and shareholders. All eight board members are external, which helps them make decision that serve the interest of the company’s stakeholders. The external members also bring an experienced objective view for advising the decisions and issues of the company. Overall, the company has several sub-committees that either aid or manage top management's and the Board of Directors decisions such as the Audit, Compensation or Corporate governance committee (Governance). These committees, combined, handle financial allocations, financial statements and targets, and finally capital planning and investment. These committees aid management with the overall corporate and business