Joseph Palumbo

The case describes how founder Kevin Plank built a very successful sports apparel company in the US to compete with the likes of giants Nike and Adidas. It analyzes the business model of Under Armour, its expansion beyond apparel into sports shoes, where Nike and Adidas are much more focused, and beyond the US market where its brand recognition is not established.

Published 29 Mar 2011

Reference 5576

Topic Strategy

Industry Sporting Goods

Region North America

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