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Complete 10 pages APA formatted article: An overview of Under Armor and how they are challenging nike in sports apparel. The company’s wide range of products is being used by many reputed consumers and other people of the world as well. Apart from all these, there also exist numerous competitors of Under Armour in the world. Among them, Nike is one of the major competitors of the company as both of them operate their business in the world of sports brand (Thomas Reuters, 2014). To analyse the competition between these two huge brands, this study will consist of the overview about Under Armour and the ways they are competing with its competitors. A complete study of the background of the company along with its vision, business culture and expansion strategies will be taken into due consideration. This information will help to understand the competitive advantage of the company in the local as well as the global market.
Since 1996, Under Armour has been running its business successfully in the field of sports shoes and other required accessories for sports. In the present scenario, the company is operating its business in major parts of the world such as North America, the Middle East, Latin America, Europe and Asia. The idea of business of sports brand came from a simple idea developed by the 23 year old former captain of the University of Maryland i.e. Kevin Plank’s special team. During playing days of Kevin Plank, he hated to wear the sweat soaked cotton T-shirt again and again, especially in the hot warmers days. In order to get rid of this problem, he set out an idea of manufacturing such T-shirt, which can be suitable for the players to wear even in the hotter days. Plank named the company of sports brand as Under Armour. For the first time in the world of sports, a new design of T-shirt named as #0037 came into existence. This t-shirt was designed in such a manner that it comprised of moisture soaking fibres, which help the players to keep them cool and dry even in the hotter conditions.
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