Good Morning my name is Kris Nolt and this is Casey Doyle and our presentation is titled under armour, the building of the house.
Casey: Read first bullet pointKris: At the beginning Under Armour was entering a market that was already heavily saturated with the likes of Nike, Addidas, Champion and Russel. Casey: This case focuses on the humble beginnings of this performance apparel empire and the marketing techniques employed by Kevin Plank and his staff that made Under Armour what it is today.
Under Armour was created in the later part of the 90’s by Kevin Plank and Kip Fulks. Plank first had the idea for the product while he was playing football at the University of Maryland. The plain cotton t shirts got heavy with sweat and needed to be changed