Under Armour is an athletic apparel company founded in 1996 by Kevin Plank. It offers a wide range of outerwear for men, women, and children using innovative fabrics and technologies to keep athletes warm, dry, and comfortable. Some key technologies include ColdGear, ArmourStorm, and Moisture Transport System. Under Armour manufactures products globally but inspects all vendors and factories to ensure social and environmental standards are met. It is committed to supporting communities through initiatives like the Give Back Foundation.

1. Game changing products that give athletes an advantage.
Foundedin1996 by a formerUniversityof Marylandfootball playerKevinPlank.
Technologybehindtheirproductsiscomplex butsimple tounderstand:wearHeatGearwhenit’shot
and ColdGearwhenit’scoldandAllSeasonalGearinbetween.
Missionstatement:TOMAKE ALL ATHLETES BETTER THROUGH PASSION,DESIGN ANDTHE RELENTLESS
PURSUIT OF INNOVATION
IT STARTED WITH AN IDEA:
In 1996, KevinPlanktransformedhisideathatwasrealizedonthe football fieldintosomethingthat
changedhoweveryone fromathletestohuntersdresstoday. Thisideabecame UnderArmourwhich
was firstran inPlanksgrandma’sbasementinWashingtonD.C. He soldhisfirstproductsout of hiscar
and in1997 introducedthe ColdGearfabricwhichkeepsyouwarmanddry. In1998 Plankmovedhis
businessfromhisgrandma’sbasementtoa warehouse inBaltimore,Maryland. Hisbiggestgamble was
whenhe tookout an ad inESPN the Magazine and saw an immediate boostinsalesandwasfinallyable
to put himself onthe payroll andagainoutgrew hisheadquarterswhichresultedinanothermove toan
evenbiggerfacilityinBaltimore. In2003 UnderArmourlauncheditswomensline andthe boysandgirls
line in2004. Aroundthistime UnderArmourwasbecominga householdname andwasable tostart
signingonfamousathletesforsponsorshipsandasspokespeople. Theyhave TomBrady, CamNewton,
and Michael Phelpstoname a few. Atthistime UnderArmour launcheditsfirstEuropeanheadquarters
inAmsterdamandfirstretail store inAnnapolis,Maryland.
Plankisa big supporterof hisAlmaMatter and isa big supporterof the businessdepartment. He
foundedthe CupidsCupbusinessandinnovationcompetitionandshowcase whichhelpsyoung

2. entrepreneurscompete forachance to start and buildabusiness. Plankisalsoveryactive inthe
Marylandcommunity,he ison the board of trusteesof the Universityof Maryland,the boardof John
HopkinsmedicineandNational Football Foundationamongnumerousothers. He alsohas hisown
charitycalledthe Give Back Initiative whichsupportsmanycommunityorganizationsandhelpsto
improve the cityof Maryland
Layer Up And Get Outside
"Cottonisthe Enemy,"UnderArmourfurthercementeditsreputationforrelentlessinnovationby
developingChargedCotton®,aline of cottonapparel thatdriesfastand performs.FromChargedCotton
came ChargedCottonStorm,whichgivesathletesthe same quick-dryingcottonwithrevolutionary
water-resistanttechnology. (http://www.uabiz.com/company/history.cfm)
Under Armouroffersmanydifferentlinesof outerwearthe range fromrunning,snowboarding,
golf and leisure activity. What we at UnderArmour like tobelieve setsusapartisour technological
advances,Most of the jacketsand outerwearfeature the UA ColdGearorAmourStormtechnologywhich
iscotton but driesmuchfasterthanregularcotton and isalsowater-resistantkeepingyouwarmand
dry. We use a varietyof stretchingtechnologyandfabricationto allow ourusers the greatestprotection
and mobility. All of UnderArmoursspecialtyfabriccomesfromthirdpartyproviderswhichare pre-
approvedbyUnderAmour. In2006 most of the productswere manufacturedinAsia,Central America,
SouthAmericaandMexicoand are inspectedforquality,social compliance and financialstrengthbefore
beingselectedforacontinuingtime. Theyalsolike toworkwithvendorswhocando multiple
manufacturingstageslike procuringfabricandhavingfinishedproductstoreduce the costof goodssold.
Anymanufacturerthattheywork withmuststickto strict code of conduct for qualityandworking
conditionsbutdon’thave anylongtermagreementswithanymanufacturer.
Many of UnderArmourscompetitorsare brandssuch as Nike,Addidas,Reebok,The NorthFace
and Columbia. Where UnderArmourdiffersisitoffersmanydifferentkindsof jacketsformanykindsof
outdooractivities. Theyinclude windbreakersandjacketsforgolfing, runningandsnowboardingjackets

3. for snowboardersandskiers. Whileothercompetitorshave beenaroundformuchlongerthanUnder
Armour,we feel thatwe have an edge withall of the differentcolorsandinnovativeuse of technology
to have the full attentionof the youngergeneration. Thiswill helptocementourselveswiththe big
companiesandget our footin the doorto beingseenasequals. Ourfocusgoingforwardwill alsobe on
the women’sline tomake itevenbiggerthanitis. We are doingthisbecause the women’smarketisthe
biggestuntappedmarketandhasmuch revenue tobe made inthe comingyears.

4. Men’s Outerwear
UA Mens ColdGear Infrared thermo half zip golf pullover
$74.99
Sizes: S M L XL XXL 3XL
 fourway stretchwhichmoveswithyoufora simplerswingingmotion
 moisture transportsystemtokeepyouwarmand sweatfree
 ColdGeartechnologykeepsyourbodywarmbyretainingbodyheat
 PolyesterandElastane

5. UA ArmourStorm stretch waterproof jacket
$199.99
Sizes: S M L XL XXL 3XL
 100% waterproof andbreathable
 Windresistantmaterials
 20k/20k rating
 2 way stretchfabric forbettermovement
 nylon

6. Under Armour ColdGear Infrared Scent Control Gunpowder Jacket
$279.99
Sizes: S M L
For the compassionate hunter
 Exclusive AUscentcontrol technology
 ArmourStormfabricfor100% waterproof protection
 Volume reducingsleeves
 100% polyester

7. Women’s Outerwear
Women’s UA ArmourStorm Stretch Waterproof jacket
$199.99
Sizes: XS S M L XL
 100% waterproof withfullytapedseems
 Windresistantmaterialsprotectfromthe elements
 2 waystretchfabric forincreasedmobility
 Thumbholeskeepsleevessecure andhelpseal inbodyheat
 Princessseamshelptomake a slimmer,streamlinessilhouette.
 20k/20k Rating

8. Women’s ColdGear Sienna 3-in-1 jacket
$199.99
Sizes: S M L
 Designedtokeepyouwarmandprotectedin colderweather
 Shell jacketandcomponentjacketcaneitherbe worntogetherorseparately
 Shell jacketismade fromdouble-layer100% polyesterandtreatedwithUA storm finish
technologytorepel moisture
 Componentjacketismade from100% polyesterextreme ColdGearhigh-loftfleece fabricwhich
traps heatwithoutanyaddedweight.

9. Lightweight pop over jacket
$79.99
Sizes: XS S M L XL
 Superlightweightwovenfabric
 UA Storm technologyforwaterresistance
 Moisture transportsystemtowicksweataway keepingyoudry
 Oversizedfrontstorage pocketforbelongings
 Back ventfor addedbreathability

10. Boy’s Outerwear
Boys UA ColdGear Infrared Hacker jacket
$144.99
Size: S M L XL
 Exclusive MagZipzippingsystemhelpsforeasyzipping
 ArmourStormfabricis100% waterproof andbreathable
 Pleatsthatallowforseveral inchesof growth
 Carefullythoughtoutinsulationtoprovide extrawarmthwhere needed
 10k/10k rating

11. Boys dash jacket
$54.99
Sizes: S M L XL
 Reflectivecuffsandlogoforbettervisibilityinlow-lightconditions
 Smoothwovenfabricforprotectionandlightweight
 Mesh back flapandmeshlinedpocketsventilation
 Polyester

12. Girls Outerwear
UA ColdGear Infrared Gemma 3-in-1 jacket
$139.99
Sizes: S M L XL
 Shell jacketand componentcanbe worn togetherorseparately
 Shell ismade fromUA Stormtechnologyforprotectionagainstrainandsnow
 ColdGearInfraredlining
 UA MagZip magneticquickzipfront
 Componentjacketfeaturessoftlightweightfleece designwithmoisture transportsystemto
keepyoudryand light
 Princessseamsforstreamlinedfit
 Nylon

13. Girls ColdGear Infrared softershell jacket
$99.99
Sizes: S M L XL
 Water resistantUA Storm technologyforprotectionagainstrainandsnow
 ColdGearInfraredliningforbody heatretention
 4 waystretchconstructionimprovesmobilityandholdsshape
 UA MagZip magneticfront
 Internal audiopocket
 Polyester
All of our outerwear is covered by a 1 year warranty

14. Technology
Knowingall of the insand outsof ourTechnologyforwhatis designedandputintoourjacketscan be
tricky. Belowislistwithdetailsaboutall of ourdifferenttechnology.
UnderArmour Storm
Thisspans fromour heaviestjacketstoourlightestrunningjacketsandwhenyousee thisyou
knowyouwill be keptdrywiththiswaterrepellantfabric
ColdGearInfrared
Soft,undetectableceramiccoatedprintonthe interiorof the jacket whichfinds,absorbsand
thenkeepsthe bodyheatkeepingyouwarmerandlongerwithoutanyextraaddedweightto
your jacket.
10K/10K 20k/20k
Thisstandsfor howmuch rainfall ajacketcan withstandduringa24 hourperiod. 10k meansit
can withstand10,000 mm or almost400 inchesof rainfall
DWR (Durable Water Repellant)
Durable waterrepellantfinishkeepsthe moisture outbutalsooffersbreathabilityatthe same
time,keepingyoudrierlonger
Moisture Transport System
What put UnderArmouron the map, thissweatwickingtechnologydeterssweatfromyour
bodyto the surface of yourshirtso it can dry faster
UnderArmour MagZip
Usedon our line of kidsjacketsthatcreatesa magnetfor the zipperssogettingyourjacket
zippedinseconds
Under Armour Scent Control
Scent technology that uses synthetic zeolites with silver to trap and contain odor to keep you
undetected from your target

15. Manufacturing
We manufacture in19 differentcountriesaroundthe world. Overhalf of the fabricusedinour
productscomesfrom 6 supplierswhose primarylocationsare china,Malaysia,Mexico,Taiwanand
Vietnam. We have a teammake sure the companiesandgoodsare thoroughlycheckedforaccuracy
and meetourstandardsas a business. We alsoas a companydon’thave longterm agreements,
meaningwe don’thave anycertaincompanydoingour manufacturingwhichfreesustodo business
withwhomeverwe see fit. We alsomanufacture righthere inMaryland,at our manufacturingfacilityin
GlenBurnie,MD. We use thisprimarilyforourspecial clientsandforoursponsoredathletesif they
needsomethingmade upquickly. We use thisplace mostoftenfortightdeadlinesandtimeswhere
athletesusuallyneedsomethingshippedquickorinrelationtoanurgentteamorder. Overall we
believehavingthisfacilityisnecessaryintimeswhere clients needsomethingquickandallowsustoget
the order shippedasquicklyaspossible
We operate andhave headquartersoutof Baltimore,Marylandbutalsohave a handful of other
operationsinthe U.S.and abroad. We lease a Europeanoffice inAmsterdamandalsohave an
international managementoffice inPanama. Ourprimarydistributionfacilitiesare locatedinGlen
Burnie,MarylandandRialto,Californiaandare lookingtoexpandtoadditional distributionfacilitiesin
the future. UnderArmour alsohas 127 brand and factoryhouse storesinthe U.S., Canadaand china.
Promotion/Social Responsibility
Under Armourdoesnumerouspromotional activitiesandcampaignsrangingfromits
headquartersbasedBaltimoreMarathontothe winterOlympics. UnderArmour hadits markall over
the Olympicswithathleteswearingtheirgearandthe bobsledteamhavingsuitsspeciallydesignedjust
for thembythe company. One of the most popularthingstoexplode ontothe scene inthe pastcouple
of yearshasbeenthe obstacle course gamesthatpeople love toparticipate in. UnderArmourhasa
promotional deal withToughMudderandtogetherare helpingeach othersbrand. UnderArmouralso
helpswithpromotinghighschool football campsall the waytothe NFL Combine where topcollege
athletesshowtheirskillstouniversities.
Givingbackto the communitiesandhelpingunderprivilegedkidsisone thingthatKevinPlankis
verypassionate about. VolunteeringinBaltimore withthe give backcampaignisone thingthatthe
companydoeswhile alsohavingafewothers. Powerinpinkisall aboutsupportingthe fightforbreast
cancer. UA Freedomisthe waytheygive back to militaryandemergencyfirstresponseandalso
supportsthe woundedwarriorproject. WinGlobal isthe projecttheyhave forhelpingkidsin
communitieswhodon’thave opportunitiestoplaysports. Theyhelpbygettingkidsinvolvedwith

16. sportswhile alsosettingthemupwithastrongfoundationthatwill supportthemandgive thema
positive environment.
Under Armourisan endorserandsponsorof many famousathletesandalsosponsorsmany
athleticteamsfromvarioussports. One of our top endorsersandrecentSuperBowl winnerTomBrady
isa proudAU wearer. WinningestOlympianof all time Michael Phelps isalsoonour rosterof
sponsorships. Othersinclude:CamNewton,OlympicSnowboarderLindseyVonn,Olympic
SnowboarderLindseyJacobellis, NBA superstarStephCurry, progolferHunterMahan,AndyMurray and
DevonHesterare all on the listalongwith manycollege football Teams. PlanksAlmamatterandfirst
school signingwasthe Universityof MarylandalongwithNotre Dame are some of his biggestschools.
Theyalsorepresentsoccerclubs,the TottenhamHotspursof the Barclayspremierleague istheirbiggest
teamdeal to date.
Industry
In the industryof jacketsthere are manycompaniescompetingwitheachothertobe the most
innovative andfunctional jacket. While some will trytosell withshowingapersonoverlookinga
mountainoranothersayingit hasthe betteroutershell tokeepyouwarmanddry, UnderArmour
seemstohave all of that andmore.
Noteveryjacketwearerisgoingto be the same or needthe same type of jacketandthat’s why
Under Armourisgettingitright. A persongoingfor a morningRunwon’tneedthe same type of jacket
as a personwhois goingto be golfingthatdayor the personwearingthe huntingjacketwon’tneedthe
same jacketas a personbeingoutside inthe snow. UnderArmourhasall these differenttypesof jackets
whichhelpsthemunderstandthe edge thateachof these peopleneedintheirrespective category.
While theydidcome upwiththe moisture wickingfabrictheyare notthe onlyoneswhohave this
technologyanymore sotheyhadto stepuptheirgame to make sure theycouldbe one stepaheadof
everyone else. Thisiswhentheyturnedtotechnologyandlookingatlittle thingstheycandowiththeir
outerwearthatmay notseemlike abigthing,but couldmake a biggerimpactthan anticipated.
Usingtechnologytotry to figure outhow to make a jacketkeepa personwarmtheycame up
witha type of fabricthat wouldworktouse your ownbodyheat to trap withinthe jacketandkeepyou
warm. Theywere able tomake thishappenandnow incorporate thisintoall of theirjacketstomake
sure your warmand stay that way. Sometimeswe are insucha hurry it feelslike ittakesagestozipup
our jacketbutwithUnder ArmoursMagZip technologyitisaseasyas ever. Little thingslike theseare
whatpeople needandlike butare notnecessarilyasnoticeable asthingslike warmthandsize.
Findingthe rightfitisall the rage rightnow too because if itfeelslike itdoesn’tfitrightit
probablydoesn’tlookright. We offermultipledifferentfitswithour gear:compression(tightfit),fitted
(athleticfit),regularandloose (relaxed). Ourouterwearcomesinthe loose fitbutsome come inregular

17. and fitteddependingontype. Some of ourhuntingjacketsare regularfitand we have a line of track
jacketsthat are loose fitting.
Huntingisalwaysgoingto be a big sportwitheveryone lookingforthe nextedge onthe
competitionsotheycanbe unseentotheirprey. UnderArmour hascome upwithArmourScentwhich
keepsanimalsfromknowingwhere youare locatedbecause the jacketishelpingkeepyourscent
undectable.
While the men’sshare of the marketishighlycovetedthe women’smarketisthe new territory
that islookingtohave the bestpotential forgrowth. UnderArmourlauncheda recentcampaign aimed
at gettingwomenmore familiarwiththeirproducts. UnderArmourknowsthis issomethingthatisa big
trendamongcompaniesespeciallywhentheyhave clothesthatwomenfindstylishandfunctional. They
are lookingtomarketnotjustfor gym wear but everydaywearwiththiscampaign. UnderArmourwill
offerdifferentcolorschemesthatcanbe matchedwithnumeroustypesof outfitsforthe daywhichwill
helppushthe women’sline. All of these little thingsthatUnderArmourisdoingwithitstechnologywill
certainlyhelpwithkeepingUnderArmourupwiththe trendsand know whatbuyerswill be lookingfor
next.
Competition
We believe thatourmaincompetitioncomesfromdifferentcompaniesfromaroundthe
industry. Ourimmediate competitionwouldhave tobe Nike because of theirpopularDri-FitandStorm
fitjackets. These are competingwithourColdgearandAurmorstormlines. Ourothercompetitionlies
againstthe north face,ColumbiaandPatagonia. These all have theirrespectiveouterwearlineandoffer
some of the same featuresbutat differentprice pointsandstyles. Otherminorcompetitorsare reebok,
AddidasandPuma. Our compare/contrastchartbelow offersmore insightasto how we separate
ourselves fromthe competition.
Scheelscompetitionisn’tjusthere inFargo,theyface competitionfromothercitiesandthe
internetaswell. BesidesScheelsthereisGanderMountain,Sportsmanwarehouse,GoFarSports,and
outdoorBunkerinFargo that carry Under Armour. Cabela’salsocarriesUnderArmourwhichdoesgive
Scheelscompetitionbecause GrandForksiscloserto the Canadianborderwhichmakesiteasierfor
Canadianswhodrive acrossthe border. Those are justthe storesthat carry UnderArmourwhichisn’t
Scheelsonlycompetition,othersportinggoodsstoresingeneral are indirectcompetitionwiththemfor
business.
In the comingfuture there will be aDick’ssportinggoodsstore openinginBismarckwhichmay
give ScheelsinBismarckandPossiblysome of Fargoarun not onlybecause itisa growingchainbut
because theyare one of the biggestclientsof UnderArmourandfeature manymore selectionswith
them. We Believewe cancontinue togive Scheelsthe edge andadvantage byofferingthemquality
buyingproductsfortheirconsumers. We can make Scheelsthe goto destinationforUnderArmour

18. needsanddo thisbyremindingthemthatUnderArmouris lookingtothe future withtheireverevolving
technologyimprovementsandnewstylesandcolorseveryonehascome to love. Scheelswillkeepthe
edge overthe competitionbecausetheyare astore that has born andkeptto the higheststandardin
the Areawhile offeringgreatcustomerservice anditemspeoplewant.
Under Armour Nike NorthFace Patagonia
Waterproof
Technology    
Coldgear
InfraredWarming
Technology

Moisture Wicking
   
20K/20K; 50K/50K
waterproof guarantee 
MagneticZipper

Higherassortmentof
colorsand styles 
ArmourScent

Firstto implement
Moisture Wicking
Technology

DWR (Durable Water
RepellantFinish)    
Jacketsfor all stylesof
sport    