The third level is the ethical responsibility. It means fulfilling expectations that are not necessary stated in the law (Daft, 2012). Under Armour is ethical and it fulfills what is anticipated by the stakeholders. According to Judge (2016), Under Armour ended its sponsorship with Sarah Bowmar after her spouse; Josh Bowmar spears a bear because the company supports ethical hunting practices that ensure the responsibility of the animal. (Borges et al., 2015). Furthermore, the act done by Kevin Plank is considered as ethical based on the utilitarian view which is defined as making decision to maximize the benefits for the majority (Daft, 2012). This theory can be linked in providing greatest benefits to the majority without concerning …show more content…
Under Armour is doing what is wanted by their stakeholders by being a good corporate civilian and making contributions to the society. The company had launched social events including UA Power in Pink ($10 million is given to Johns Hopkins Kimmel Cancer Center as a contribution to breast health, education and innovation to fight against breast cancer) and UA Freedom (a donation at least $250,000 yearly to provide for First Responders, veterans, officers in law enforcements and military who pledged to keeping people safe), as well as contributing $1 million to Baltimore College Bound Foundation (to help students pay for college fees) (Green, …show more content…
Based on Luk (2016), the boots are made up from 70% sustainable materials in which the company uses recyclable and renewable materials such as renewable yarn laces and bamboo composite heel counter to create the product.

Therefore, Under Armour is on the philanthropic level of responsibility.

Strategic management can be formulated as a set of theories and frameworks, aid by tools and techniques, which is created to help managers in the company to plan strategically (Qehaja, Kutllovci and Pula, 2017) while strategic planning which is a part of strategic management is the action of shaping a systematic plan of action which is made to attain the goals and strategies set by the organization. Strategic planning is also a process used by the managers to implement a good vision and mission for the organization they are working in (Borges et al., 2015). According to Under Armour’s Code of Conduct (2016), the mission of Under Armour is “to make all better through passion, design and relentless pursuit of innovation” and their vision is “to empower athletes