Individual Case Study- Under Armour

Individual Case Study- Under Armour

Introduction

Under Armour was established in 1996 by Kevin Plank. Under Armour is initiator of performance apparel, in order to keep supports person and athletes dry, cool and light during the game, workout or practice. The technology used by Under Armour is complex for several diverse assortments of products for women, men and youth, however, programs for obtaining benefits is minimal: when it's hot than wear HeatGear and when it is cold wear ColdGear (Gregory, 2008).

Discussion

Competitive Situation

For an industry like Under Armour, this is essentially the most important part in the value chain. They ...