An overview of Under Armor and how they are challenging nike in sports Essay

An overview of low Armor and how they are challenging nike in sports apparel - Essay ExampleThe fellowships wide range of products is being used by many reputed consumers and other people of the human being as well. Apart from all these, there also exist numerous competitors of downstairs Armour in the world. Among them, Nike is one of the major competitors of the company as both of them operate their blood line in the world of sports injury (Thomas Reuters, 2014). To analyse the competition between these two huge brands, this study will consist of the overview about Under Armour and the ways they are competing with its competitors. A complete study of the background of the company along with its vision, business culture and expansion strategies will be taken into due consideration. This information will help to witness the competitive advantage of the company in the local as well as the global market.Since 1996, Under Armour has been running its business successfully in the f ield of sports shoes and other required accessories for sports. In the present scenario, the company is operating its business in major parts of the world such as North America, the Middle East, Latin America, Europe and Asia. The intellect of business of sports brand came from a simple idea developed by the 23 year old former captain of the University of Maryland i.e. Kevin plump outs special team. During playing days of Kevin Plank, he hated to wear the sweat soaked cotton island of Jersey again and again, especially in the hot warmers days. In order to get rid of this problem, he train out an idea of manufacturing such T-shirt, which can be suitable for the players to wear even in the hotter days. Plank named the company of sports brand as Under Armour. For the first time in the world of sports, a vernal design of T-shirt named as 0037 came into existence. This t-shirt was designed in such a manner that it comprised of wet soaking fibres, which help the players to keep them cool and dry even in the hotter conditions. At the initial stages of the study of such