Under Armour globalization - TYLER PRIVLER

Under Armour is a company that was started in 1996 by former college football player Kevin Plank. He started the company for a specific reason—he hated how cotton T-shirts became soggy and heavy during practice and other athletic activities. Plank wanted a shirt that would keep athletes dry and comfortable, so he created a moisture-wicking compression shirt designed specifically for performance. At first, Under Armour was a small operation and mainly focused on football players in the United States. The brand grew slowly through word of mouth and by supplying gear to college teams and professional athletes who were looking for better performance apparel.
Under Armour really began to take off in the early 2000s once it gained visibility through major sports leagues like the NFL and NCAA. A major turning point came when Under Armour gear appeared in the movie Any Given Sunday, which helped introduce the brand to a much wider audience. As the company grew, it expanded beyond football into other sports such as basketball, soccer, and training. This growth helped push Under Armour into international markets and gave it a much larger presence outside the U.S.
Globalization played a big part in how Under Armour became so successful. Manufacturing was outsourced overseas to reduce costs and increase production, while global marketing and athlete endorsements helped spread the brand worldwide. Under Armour also adjusted its products for different climates and sports cultures, which helped it grow outside the U.S. Overall, Under Armour’s growth shows how a small idea can turn into a global brand because of globalization.