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THE RISE AND FALL OF UNDER ARMOUR Flashcards | StudBud
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THE RISE AND FALL OF UNDER ARMOUR
THE RISE AND FALL OF UNDER ARMOUR
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1
What was a major source of Under Armour’s growth in the 2000s?
Social media influencers
Acquiring Nike's customers
Collaborations with luxury brands
Strategic ad campaigns like "Protect This House"
2
What issue did Under Armour face with the movie "Any Given Sunday"?
The logo was misspelled in the credits
People thought Under Armour was fictional
The brand wasn't visible in the movie
Their products weren't shown properly
3
What is Under Armour’s current strategy for recovery?
Prioritizing wholesale over direct sales
Partnering with global fast-fashion brands
Returning to their roots by focusing on serious athletes
Expanding heavily into athleisure clothing
4
What mistake did Under Armour make with its pricing strategy in 2017?
Charging more for online products
Discounting products too heavily in retail stores
Refusing to sell products in major stores
Overpricing its premium products
5
Which athletes significantly boosted the brand in 2015?
Tiger Woods and Roger Federer
Michael Jordan and Kobe Bryant
Serena Williams and LeBron James
Tom Brady and Steph Curry
6
What was Under Armour's first product made of?
Synthetic fabric
Wool
Polyester
Cotton
7
How did Under Armour adjust its retail strategy during its recovery?
Increasing partnerships with discount retailers
Expanding into international markets
Lowering prices across all stores
Focusing on direct-to-consumer sales
8
What is “athleisure”?
A workout routine combining yoga and running
Premium sportswear for professional athletes
A mix of casual and workout clothing
Sports equipment designed for leisure activities
9
Why did Under Armour struggle during the COVID-19 pandemic?
A drop in demand for performance clothing
Increased competition from smaller brands
Supply chain disruptions
Decreased online sales
10
When did Under Armour’s North American sales see their first increase since 2016?
2019
2021
2018
2020
11
Why did Kevin Plank create the original Under Armour shirt?
To avoid excessive sweating under football gear
To promote his football team
To provide better protection from injuries
To follow a college project requirement
12
What did the SEC find about the brand's accounting practices?
They understated their revenues
They shipped orders early to inflate sales
They misrepresented their net losses
They used illegal methods to avoid taxes
13
What is the origin of Under Armour's name?
A marketing agency suggestion.
A sarcastic comment from the founder's brother
A random suggestion by a friend
A reference to military armor.
14
What corporate scandal damaged Under Armour’s reputation in 2018?
Workplace harassment scandals
Reimbursing employees for strip club visits
Accusations of discriminatory hiring practices.
Unpaid internships
15
What retailer's bankruptcy in 2016 significantly hurt Under Armour's sales?
Kohl's
JCPenney
Sports Authority
Macy's
16
How much did Under Armour reportedly manipulate its sales figures by?
$400 million
$1 billion
$40 million
$100 million
17
What app did Under Armour sell at a loss as part of its recovery plan?
Strava
Fitbit
Nike Training Club
MyFitnessPal
18
What was Under Armour's first big sale?
$800,000 to a movie wardrobe department
$7,000 to Georgia Tech
$177,000 in its first year
$40,000 through local college teams
19
When did Under Armour go public?
1999
2007
2003
2005
20
Why did Kevin Plank spell "Armour" with a "U"?
To make it look more modern
To create a more memorable phone number
To make the brand international
To appeal to athletes
21
What major sponsorship deal did Under Armour end as part of cost-cutting?
$ 780 million sponsorship with UCLA
$250 million contract with the NFL
$750 million contract with the NFL.
$280 million sponsorship with UCLA
22
Where did Kevin Plank manufacture his first shirts?
His garage
A rented warehouse
His grandmother's townhouse
A college lab
23
Who founded Under Armour?
Jamie Foxx
Tom Brady
Steph Curry
Kevin Plank
24
What change in corporate leadership occurred in 2019?
A new marketing director was hired
Kevin Plank stepped down as CEO
The board voted to sell the company
The CFO resigned due to accounting scandals
25
In what year did Under Armour surpass Adidas to become the second-largest athletic brand in the U.S.?
2017
2010
2013
2015
