UNDER ARMOUR, INC. Overview
Company Headquarters: United States
Founded: 1996
Workforce: ~17,500
Company Working: Under Armour, Inc. is a leading American sports equipment and clothing company founded in 1996 by Kevin Plank. The company's headquarters is in Baltimore, Maryland. Under Armour is primarily known for its performance athletic apparel, footwear, and accessories. The company's mission is to make all athletes better through passion, design, and the relentless pursuit of innovation. Under Armour's products are designed to enhance the performance of athletes in a variety of sports and activities, including running, basketball, football, golf, and yoga.
Under Armour has a global presence, with operations in North America, Europe, the Middle East, and Asia-Pacific. The company's products are sold through a variety of channels, including its own branded retail stores, wholesale distribution to third-party retailers, and e-commerce. In recent years, Under Armour has expanded its product offerings beyond athletic wear and accessories, launching a line of connected fitness products and apps, as well as a line of casual wear. The company has also made sustainability a key focus, with initiatives to reduce waste and carbon emissions across its supply chain.
Strategy
Under Armour differentiates itself from other sportswear brands by focusing on performance-based products. The company has a strong brand image and is known for its high-quality, innovative products that are designed to help athletes perform at their best. Under Armour's brand differentiation strategy has helped the company attract loyal customers who are willing to pay a premium for its products. Under Armour places a significant emphasis on research and development to continuously improve its products. The company invests heavily in technology and materials to create products that are lightweight, breathable, and moisture-wicking. This approach has helped Under Armour introduce new products that are highly functional and appeal to a broad range of customers. Under Armour has formed strategic partnerships with other companies to expand its brand reach and product offerings. For example, the company has partnered with NBA superstar Steph Curry to create a line of basketball shoes and apparel. Under Armour has also partnered with technology companies like IBM to develop wearable technology that helps athletes track their performance.
