Under Armour’s mission as stated on their website is, “To make all athletes better through passion, science, and the relentless pursuit of innovation”.
http://www.uabiz.com/company/mission.cfm
Under Armour takes pride in their performance apparel that is designed to keep athletes cool, dry and light throughout the course of a game, practice or workout. It touts that the technology behind their product assortment is complex but the program for reaping the benefits is simple: wear HeatGear® when it’s hot, ColdGear® when it’s cold, and AllSeasonGear® between the extremes. Their goal is to replace basic cotton products with their innovative merchandise.
Under Armour's mission statement contains the following effective elements:
Graphic, Flexible, Easy to communicate, Focused, and Desirable
It has the following shortcomings:
Too broad, Slightly vague
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This is off topic from your post, but I was looking on UA's website the other day and I had no idea they offered eye wear products. They are kind of similar to oakleys, but do look a little more "sporty". Do you know how long they have been offering these products?
ReplyDeleteI love their products. In my Runners magizine I just saw these flip flops that are made by under armour and help message the feet after a hard workout.
ReplyDeleteI love their mission! However, I do think that it's a mission that was formed just to sound nice. I'm not sure that it would actually motivate employees or encourage stockholders. :-)
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