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

Protecting the House of Under armor by Patrick Craft and Jackson Lee - Assignment ExampleThe Under Armour Company, a performance vesture company was created by a former collegiate football player, Kevin Plank, with an aim to provide for the unsatisfied performance come in 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 place competition in the performance wear provision in America (Kraft & Lee, 2009). with work ethics, hard work and determination, Plank was able to obtain a full scholarship, and became a maitre d 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 ma rket competition, having a minimum budget, and the lack of financial resources, and had to strategize for growth and market visibility (Kraft & Lee, 2009). Under Armour open diverse market initiatives to help in the development of its brand image and reach out to its targeted consumer group, which dictum the creation of inexpensive marketing strategies for a hit entry into the market (Kraft & Lee, 2009).