Prospectus for Under Armour

Samantha McNett

AHRM 4124

Professor Norton

November 3, 2010

Prospectus for the Thesis Governed Paper

1. Graded thesis statement attached.

2. Type(s) of and Particular Measures of the Firm’s Degree of Success

• Product innovation measures such as introducing new and specialized performance apparel and footwear produced by the technologies used in its warehouses are used to measure the firm’s degree of success.

• Positive brand recognition due to national ads using every day people, while also promoting the brand through sponsorship of high-profile athletes are used to measure the firm’s degree of success

3. Under Armour Inc., a leading developer, marketer and distributor of branded performance apparel, footwear, and accessories for men, women, and youth has achieved advertising prosperity for the last five years because of its sponsorship of high-profile athletes as part of its marketing has resulted in positive brand recognition from consumers, has followed and even improved its code of ethics which has helped potential employees more inclined to work for Under Armour, have distribution operations run by technologies that offer maximum warehouse efficiencies, and most importantly have created innovative fabrics that are popular among consumers, putting them above all competitors.

4. Evidence of the Firm’s Degree of Success

• In the fall of 2009, Under Armour launched new television commercials that affected the consumer’s emotions towards the brand. They associated the brand with a sense of feeling good and fond memories. The new commercial was portrayed through youth football and other moments that bring the crowds together during games depicting a sentimental message.

• On June 30, 2006 Under Armour signed a six-year contract with the NFL to provide all players with cleats. Not only would its cleats be seen on the NFL network, but were marketed on the Internet as well. This provided a completely new level of brand marketing for its...