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Strategic Management 3 (MGT 4310) Under Armour Case Study

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Sandra Watson
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Case Study Three: Under Armour Brian M Ginardi Baker College

University

Baker College

Case Study Three: Under Armour
Overview and Background
Founded in 1996 by former University of Maryland football player Kevin Plank, a then
23-year old former special teams captain of the University of Maryland football team, Under
Armour (UA) is an American sports clothing and accessories company. The company is a
supplier of sportswear and casual apparel. Under Armour is the originator of performance
apparel – gear engineered to keep athletes cool, dry and light throughout the course of a game,
practice or workout. Under Armour has a diverse product assortment for men, women and youth,
but the program for getting the benefits is simple: wear HeatGear® when it’s hot, ColdGear®
when it’s cold, and AllSeasonGear® between the extremes.

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Strategic Management 3 (MGT 4310) Under Armour Case Study

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