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Strategy Recommendation

In: Business and Management

Submitted By azmoore
Words 2142
Pages 9
Alisha Moore
Foundational Skills for Business Leaders -MBA-FP6004
Strategy Recommendation
Capella University
February, 2016

Introduction
Under Armour, Inc. was founded by Kevin Plank, a former University of Maryland football player, in 1996. The company’s mission is “to improve all athletes through passion, design, and relentless pursuit of innovation” (The Business of Under Armour website, 2016). Plank had a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it (The Business of Under Armour website, 2016). All of its products are designed with the athlete in mind. The company has developed different product lines for athletes to be used according to the seasons of the year. They include Heat Gear®, Cold Gear®, and All Season Gear®. Other product lines include footwear for men, women and youth and accessories, including headwear, bags, and gloves.
Kevin Plank started Under Armour, Inc. using $20,000 of his own money, $40,000 from credit, and a $250,000 Small Business Loan (Lyster, 2006). The company has now developed into a corporation that serves not only the U.S., but also over 80 countries around the world including, Japan, Canada, and the United Kingdom. Under Armour, Inc. is one of the fastest growing athletic brands. According to a Sterne Agee and SportsScanInfo report, in 2014, Under Armour replaced Adidas and took the No. 2 spot in the sportswear brands in the U.S. The company continues to grow more and more each year. With such rapid growth, it is imperative for Under Armour to continue to implement a social media strategy that will lead to increased customer satisfaction, brand awareness, and loyalty.
Social Media Today What is social media? According to the Social Media Bible, the first part of the terminology “social” refers to the...

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