Protecting the House of Under Armour by Patrick Craft and Jackson Lee Assignment

Protecting the House of Under Armour by Patrick Craft and Jackson Lee - Assignment Example The Under Armour Company, a performance wear company was created by a former collegiate football player, Kevin Plank, with an aim to provide for the ‘unsatisfied’ performance wear needs for his teammates and other football players (Kraft & Lee, 2009). The article describes on the rapid growth of Under Armour and the stiff market competition in the performance wear provision in America (Kraft & Lee, 2009). Through work ethics, hard work and determination, Plank was able to obtain a full scholarship, and became a captain of special teams, when he was a fullback for the University of Maryland (Kraft & Lee, 2009). Under Armour entered the active performance wear category in 2000, when the athletic apparel market was divided in the terms of percentage by other performance wear producers, such as Nike and Adidas (Kraft & Lee, 2009). Under Armour had multiple challenges ranging from high market competition, having a minimum budget, and the lack of financial resources, and had t o strategize for growth and market visibility (Kraft & Lee, 2009). Under Armour established diverse market initiatives to help in the development of its brand image and reach out to its targeted consumer group, which saw the creation of inexpensive marketing strategies for a hit entry into the market (Kraft & Lee, 2009).