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Editor's Notes
- First thing to talk about is under armour and their internal environment. Founded in 1996 by Kevin Plank- football player at Maryland looking for a higher performing t-shirt that wouldn’t get soaked with sweat and weigh him down. Since, 1996 Under Armour has seen tremendous growth and has expanded into many different areas including basketball, baseball, ………. There products are now offered in 20,000 retail stores worldwide as well as at UnderArmour.com With strong sleek image and strong marketing campaigns Under Armour has been able to grow tremendously. All this growth has put Under Armour in a great position to expand into other markets… as one member of the deliotte consulting group put it, “Under Armour should quickly expand product offerings while strategically positioning themselves.”
- K.Dubb. This can be associated with UA’s growth in marketing costs (up to 54.4 million in 2009… 12-13% of net revenue) … event sponsorship, brand campaigning. expanding into shoes, going after big competitors. More than just performance apparel; one of the strongest brands in athletic apparel.
- Garrett. At the beginning is when we say, making a SWIMWEAR LINE is What’s Next for UA. Make the participation growth chart: 2003: 47 million, 2007: 61.5 million, 2008: 63.5 million (source: www.aquaticsintl.com)
- Garrett.
- Garrett
- Emily In the previous slides we talked about Under Armour’s Strengths and Opportunities in the Swimming Industry. We utilized a SWOT Analysis to determine the Strategic Direction Under Armour will take in the Swimming Industry…
- Kat.
- emily
- Morgan
- Garrett.
- K.Dub. Keith is thinking of a BAM!
- To wrap things up….