Case 2: Under Armour

EXECUTIVE SUMMARY
Under Armour started in 1996 with a simple idea of building a superior t-shirt. It has sparked
innovation in terms of fabric design and it has never been the same again. In just a relatively
short time, Under Armour has grown rapidly and is continuing to grow globally going against
the giants in the sports apparel industry.
The sporting goods company, Under Armour is increasing in their market share not only in
America but also across other countries. Every year sales are increasing as well as their
efforts in creating global brand awareness for the company. Together with their growth are
the challenges faced by the company in making the company profitable and constantly
innovating on the products being offered in the market. On the problems that Under Armour
are facing it goes hand in hand with solutions that can be beneficial for the company in the
long run.
It can be reiterated that with their non-committal relationship to their suppliers can lead into
a major backlash for the company if not checked further.

I.

VISION

1.

Current

AND
Vision

MISSION
and

Mission

Vision
To sell innovative, technologically advanced apparel products engineered with a special
fabric construction that provides supreme moisture management -Kevin Planks Vision
Mission
To make all athletes better through passion, design and the relentless pursuit of innovation

II. ORGANIZATIONAL CHART

1. Current Organizational Chart