xiaoxiangyu
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mispronounced his name
« on: Sep 22nd, 2016, 9:58pm » |
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An underdog ethic is still baked into company lore, even though last year Under Armour overtook Adidas to become the second-biggest sportswear brand in the U.S. In May, the company signed the largest sponsorship deal in the history of college sports, paying $280 million for a 15-year contract with UCLA. The company has invested more than $700 million in fitness apps and activity-tracking technology, and it hired the designer Tim Coppens, a ready-to-wear rising star, to help snag a portion of the lucrative “athleisure” Nike Roshe Run Dames market.
These days, Under Armour looks like an underdog Nike Free 5.0 Femme only when held up against Nike, a company that Plank and other executives refuse to even name. “Five years ago, our largest competitor was 12 times our size,” Plank says. “Then it was 11 times, then 10 times. Today, they’re roughly six times our size. But the fact is, they’re still six times our size. So we have a lot of work to do.” He clearly relishes the idea of the world’s biggest sportswear company feeling Under Armour breathing down its neck. This spring’s NBA finals were the most recent proxy battle, between Nike’s LeBron James and Under Armour’s Curry, the MVP hero to underdogs everywhere. Curry defected from Nike to Under Armour in 2013. It happened after Nike officials mispronounced his name (“Steh-fawn”—twice!) during a recycled PowerPoint presentation that Nike Air Max 90 Femme Noir accidentally included Kevin Durant’s name instead of his own, Nike Air Huarache Donne according to ESPN. James won the recent championship, but sales of Curry-branded shoes outpace those of every other current NBA player. Under Armour’s revenue in the category is up 350 percent from last year—a potential “tipping point,” one Morgan Stanley analyst wrote, “signaling the end of Nike’s basketball dominance.”
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