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2 case(s) found.
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.
Reference 5576
Published 29 Mar 2011
Length 34 page(s)
Topic Strategy
Region North America
Industry Sporting Goods
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.
