Under Armour Under Pressure
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At Under Armour, I’ve seen firsthand how marketing has changed from one company to the next. I remember the days when marketing would always come first in the sales cycle, while finance would come second. For the past three years, though, we’ve seen marketers gain more and more prominence and influence in the boardroom. With a greater emphasis on return on investment (ROI) in business, marketers can now move from top-down to bottom-up. Learn More Here It’s a new era, and it’s not
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During the recent 3rd quarter earnings report, Under Armour reported its impressive second quarter results with an overall growth in revenue and net sales for the period. The company’s revenue jumped from $736 million during the second quarter of 2013 to $884 million during the same period this year. Net sales from continuing operations also jumped 33.4% from $723 million in the second quarter of 2013 to $981 million in the first quarter of 201
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In the past few years, Under Armour has been under immense pressure to evolve its business model. The company was known for its focus on performance-focused athletic wear. However, after the recent economic downturn, the company faced major financial issues, and stock price crashed by 60%. A few months later, it launched a product line that targeted women and made some serious mistakes in product and branding. Now, to overcome its current challenges, Under Armour has re-entered the market with a strategy that seems to be working. This
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“Under Armour is a sports apparel giant founded by former Navy Seal and soldier Kevin Plank in 1996. It began by selling athletic gear to athletes, eventually transitioning into an entire brand of high-performance athletic wear. In recent years, however, the company has experienced significant challenges due to the increased popularity of other athletic wear brands like Nike and Adidas. Under Armour’s financial struggles have resulted in layoffs, declining stock, and dwindling revenue, causing widesp
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I recently completed the 2012 Boston Marathon. I’m a part of a small, elite group of ultramarathoners that race each other to see who runs the fastest and who completes the most miles. Ultramarathon is an extreme sport that requires incredible dedication, commitment, and mental fortitude. It tests our limits physically, mentally, and emotionally. I had a tough day yesterday, as I started the 26.2 mile race in fourth place and finished the fourth mile
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– I got fired for stealing a company prototype. The CEO accused me of stealing intellectual property. It was my biggest mistake of my life. At first, I couldn’t believe what he said. How can he be accusing me of stealing something that I didn’t even know existed? What kind of nonsense is this? But then, I started to dig deeper into the situation. How could an idea for a shoe be stolen and made into a new product that the CEO wants? I had no idea. L