Under Armour Under Armour is a well-known sportswear business, they sell good quality clothing and shoes relevance to sport and exercise. Business structure • Under Armour is a public limited company and converted from a private limited company in 2005, this therefore means that that they were able to sell shares to shareholders and also gain limited liability. As of 2022 the share price is $9.30. Leadership and stakeholders • The founders of under armour Kevin Plank, the current CEO is Patrik Frisk he was appointed in the year of 2020. • One of the main stakeholders is the shareholders, this is because they own a certain percentage of the business. Under armour current share price is lower than it has been in the previous years and peaked in 2019 at the price of $20 this fall could be as a result of Covid 19. Marketing Activity • Products manufactured by Under Armour include athletic shoes, clothing and accessories. • Originally the business just sold through their own website but as the business grew, they have had offers from large retailers like JD sports and also allowing them to operate into ecommerce. • They use a pricing strategy of value-based, this is because they have a quality reputation for their products. • They have physical stores and also operate online, whilst selling through other retailers. Financial performance • Revenue for 5.7 billion in the annum of 2021. • In 2012, it was 1.6 billion showing huge growth within the 10 year period. • Only 15% of this revenue was from America. Human resources - In May, the company said it was working to extend payment terms for its athletes as a measure to cut costs amid declining sales. The company later announced in June it would be terminating its partnership with UCLA, a $280 million deal. - Going back further to 2018, Under Armour's leftover inventory had grown by 11% to $1.3 billion in the second quarter. That same year, Under Armour executives were also embroiled in a scandal that involved going to strip clubs on the company's dime, a practice that was officially banned for months. - Under Armour announced a turnaround plan to revive the brand with younger consumers in December 2018. - They haven’t faced any mergers or takeovers.
