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Case Study Of Under Armour

3092 Words  | 13 Pages

The technique used by the company, moisture-wicking fabrics is designed to accommodate different climates. After beginning to use high innovative textile for the sports apparel, the company observed an increase in sells which made it well known to sell globally from the North American market. Presently, Under Armour targets a wide range of customers with a business strategy to take over the sportswear apparel market. The distribution channel of Under Armour products is via wholesales and retails. Despite the fact that Under Armour is quite a small firm in relation to its major competitors, Nike, Adidas, Columbia Sportswear, and SportHill; the company has the aura of products being loved by athletes at all sporting levels. The main reason for this preference from various customers is because the style and designs are very technological, modern and active. Therefore, the main argument of this case is to analyze how the company’s business strategy can help to maintain the competitive grounds with other high end sporting