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Thumbnail image for product with reference number 9-618-020
Under Armour
Case
-
Reference no. 9-618-020
Subject category: Human Resource Management / Organisational Behaviour
Authors: Rory McDonald (Harvard Business School); Clayton M Christensen (Harvard Business School); Daniel West (Harvard Business School); Jonathan E Palmer (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2018
Version: 9 January 2018
Length: 27 pages
Data source: Published sources
Topics: Brand management; Business growth; Consumer behavior; Customer relationship management; Diversification; Mobile and wireless technology; Negotiation strategies; Organizational behavior
Share a link: https://casecent.re/p/153178
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Abstract

After twenty years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: making the leap from USD5 to USD10 billion in sales - a feat only accomplished to date by competitors Nike and Adidas. At the heart of this challenge is how Under Armour can maintain its brand's authenticity while adding new products that fuel future growth. The case traces the evolution of Under Armour's brand and describes how the company chose to extend or not extend its brand into adjacent categories and markets in the past. Now Under Armour needs to decide on their next steps. Should the company focus on its core markets? Should it stretch the brand into more adjacencies? Or should it consider something more radical, like app-related sales through subscriptions and wearable technologies?
Locations:
Maryland; United States
Industry:
Sports apparel
Size:
Large
Other setting(s):
1992-2017
Thumbnail image for product with reference number 5-620-070
Under Armour
Teaching note
-
Reference no. 5-620-070
Subject category: Human Resource Management / Organisational Behaviour
Authors: Rory McDonald (Harvard Business School); Matt Higgins (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2019
Version: 30 April 2021
Revision date: 7-Jun-2021
Length: 22 pages
Data source: Published sources
View full details

About

Abstract

After twenty years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: making the leap from USD5 to USD10 billion in sales - a feat only accomplished to date by competitors Nike and Adidas. At the heart of this challenge is how Under Armour can maintain its brand's authenticity while adding new products that fuel future growth. The case traces the evolution of Under Armour's brand and describes how the company chose to extend or not extend its brand into adjacent categories and markets in the past. Now Under Armour needs to decide on their next steps. Should the company focus on its core markets? Should it stretch the brand into more adjacencies? Or should it consider something more radical, like app-related sales through subscriptions and wearable technologies?

Settings

Locations:
Maryland; United States
Industry:
Sports apparel
Size:
Large
Other setting(s):
1992-2017

Related

Thumbnail image for product with reference number 5-620-070
Under Armour
Teaching note
-
Reference no. 5-620-070
Subject category: Human Resource Management / Organisational Behaviour
Authors: Rory McDonald (Harvard Business School); Matt Higgins (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2019
Version: 30 April 2021
Revision date: 7-Jun-2021
Length: 22 pages
Data source: Published sources
View full details