Business Case Studies, Brands & Branding and Private Labels Case Study, Oprah Winfrey's 'Celebrity Brand": Will It Work Wonders for ' The Oprah Winfrey Network'?

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

US Sportswear Brand Under Armour’s Extension into Sports Footwear: Will it succeed?

Publication Year : 2010

Authors: B Makwana, J Thadamalla and S Gollapalli

Industry: Sports and Sports Related

Region:US

Case Code: BBP0138IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
Under Armour, the sports clothing and accessories company founded by Kevin Plank in 1996, made football t-shirts, designed to maintain body temperature and enhance performance of players. By 2006, the company had generated revenues of $467 million. In May 2008, Under Armour decided to extend into the sports footwear segment by launching performance training footwear and introduced innovative products in spite of the global economic downturn. This brought Under Armour into direct competition with leading players like Nike, Adidas and Reebok. In addition, Under Armour planned to tap markets like Europe and Asia. The company grew by 41% in 2007 compared to 53% in 2006. But, Under Armour's penchant for innovation to weather the global economic downturn and sustain its growth, especially in the US remained to be seen.

Pedagogical Objectives:

  • To understand the dynamics of the US sportswear industry.
  • To valuate the growth of Under Armour as a popular brand.
  • To analyse the expansion strategy and its pay-offs.

Keywords :  US sportswear industry, Classification of the US sportswear industry, Growth drivers of the US sportswear industry, Kevin Plank, Under Armour, Growth of Under Armour, Sports footwear segment, Sporting Goods Manufacturing Association (SGMA), Nike, Adidas, Economic downturn in the US, Product differentiation, Brand extension, Expansion strategies

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap