Introduction and Background:
Under Armour has emerged over the last decade as a major player in the athletic apparel industry. They have defined themselves as a “luxury” type good within that market space, demanding a slightly higher than average price point. The market for sports apparel is very fragmented, with more than 25 major competitors. Among these are giants Nike, Adidas, and Reebok. The graph below depicts the market share trend in this space since 2003. Clearly, Under Armour is on the upslope and is trending in the right direction.

Under Armour has built their brand around quality and image. Their products are depicted to be rugged, durable, and to survive the wear and tear of “battle”, both on the playing field and during training. Most of the advertising and brand messaging features athletes preparing and practicing for a sport, instilling the feeling among consumers that if I wear this and prepare like that, then I can be an athlete and a “warrior” in my own way. I believe that Under Armour is emerging as an iconic brand. Interestingly enough, their largest competitor, Nike, has heralded the slogan “Just Do It” over its long history. Under Armour has since moved from its original calling “Protect This House”, to a direct answer to Nike’s dare, “I Will”. One aspect of creating a great brand is to have a great story. The Under Armour story is relatable to the public and portrays somewhat of an underdog mentality. Under Armour was founded by Kevin Plank in 1996, who was a walk-on NCAA football player at the University of Maryland. His concept started in his grandmother’s basement, where he was searching for a functional undershirt that would not only absorb sweat for athletes better than products currently on the market, but also control body temperature during intense sporting activities. That short anecdote gives the company credibility and