The company is fast-growing and on the edge of sports technology. Under Armour was the first to introduce the moisture wicking fabrics used in their products. They found a niche in the sports apparel market, rapidly expanded, and have created a competive force against industry giants as NIKE. The story of Under Armour encompasses the freedom and opportunity that comes with capitalism. They design products for their consumers by trying to to remain in touch with those who use their products.
While enrolled in a previous marketing class I used this company for a paper that analyzed it's market positioning. I became very intrigued with the company and admired their marketing techniques.
My husband and I began doing Crossfit approximately three months ago. About that time I bought my first Under Armour products and have been addicted ever since. I think it would be interesting to continue to follow up on this company.
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