Running head: UNDER ARMOUR’S CASE ANALYSIS 1

Under Armour’s Case Analysis

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Institution

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Under Armour’s Case Analysis

Under Armour was established in 1996 under the name KP Sports only for it to be

changed to its current name in 2005, with the intention of making it a public company

(Thompson, 2015). Apparently, since its establishment, the company has always been focused on

being one of the best apparel companies in the world and this is evident in the constant

expansion of its brand. In fact, the company’s international market is quite established to the

extent that is supposedly capable of win Nike’s and Adidas’ market share. One of the attributes

that make this company quite exceptional is its partnering with professional players and teams

that have made it gain enormous traction with professional athletes. Additional to such

characteristics, the company’s brand of innovative athletic gear makes its operations undeniably

effective. As of this analysis, the company’s goals, objectives, and strategies are irrefutably the

aspects that help maintain its competitiveness.

Goals

The company’s goals are founded on its mission statement that states that the company is

focused on “making all athletes better through passion, design and the relentless pursuit of

innovation” (Thompson, 2015. P.53). Based on this company’s mission statement, the company

creates its identity to the potential customers and makes it known that it is focused on helping

athletes in their training by being innovative in its apparel designs. As of this analysis, Under

Armour’s focus as expressed in its mission statement helps it to be focused on improving its

creativity for perfect production of apparel that meets the athletes’ need, such as being able to

train in these clothes irrespective of the climate. The bigger picture in this is that the company’s
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goal is to ensure that the designs are innovative as a way of making sure that it empowers the

athletes everywhere.

Objectives

With respect to its goals, as specified by its mission statement, the company’s objectives

are quite critical of its functions. That is, the company is primarily focused on empowering the

athletes globally and this ought to be achieved alongside its growth. For example, it is irrefutably

clear that despite the company’s vision of empowering athletes everywhere being considerably

broad, its objectives are specific to its development and this includes expanding its brand,

growing the women category, and growing its international market (Thompson, 2015). The

aspect of empowering athletes is evident in the notion that the company is focused on increasing

the women category by 2016. Basic to such an approach, this means that by increasing its

women category products it is focused on conveying a message of desired more women

participation. The same is replicated in the company’s objectives to grow the international

market and brand expansion. This is purportedly so considering that the company on increasing

its target customers and securing additional distribution strategies, not forgetting the focus on

increasing its footwear brand.

Strategies

From a critical analysis, Under Armour is irrefutably one of the most reputable apparel

companies in the world. Considering that company competes with gigantic organizations such as

Nike and Adidas and its potential is considerably substantial to surpass these companies is

supposedly because of its strategies. Specifically, under Armour’s strategies are categorical of

the fact that it is focused on its primary goals and objectives and also focuses on the overall
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growth process, including dealing with rivalry from Nike and Adidas (Thompson, 2015).

Evidently, the company does so by continuing its innovation for athletes and that is how it keeps

on bringing great and better products to the market. Such dedication is also reflected in its

service provision since such as its growth, marketing, and product line strategies are focused on

enhancing its consumers’ satisfaction.

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References

Thompson Jr, A. A., (2015). Under Armour’s Strategy in 2014: Potent Enough to Win Market

Share Away from Nike and Adidas? University of Alabama.