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Running head: ASSIGNMENT1Marketing Plan: Product Identification and SWOT AnalysisInstructor nameStudent nameDateASSIGNMENT2Description of the selected brandUnder Armour is an American based manufacture that deals in footwear, sports, andcasual apparel. The company is having headquarters in Baltimore, Maryland, USA. There areadditional office locations at Amsterdam, Austin, Hong Kong, Guangzhou, London, Munich,Mexico City, Paris, Houston, Portland, Seoul, Toronto, Pittsburgh, Santiago, and many more.Amsterdam is the European headquarters and Shanghai is the greater Chinese headquarter.The company was founded by Kevin Plank in 1996 when he was a special team captain of theUniversity of Maryland football team.Core products they offerMost of the products manufactured by Under Armour are the sports goods whichinclude athletic shoes, t-shirts, shorts, hoodies, jackets, leggings, and pants. Some of theaccessories are bags, caps, gloves, and protective gear. The company also manufacturesAmerican football, soccer, and basketball uniform. The company manufactured products forboth men and women. The early products launched by Under Armour were TurfGear,StreetGear, and AllseasonGear. The recent launch was ColdGear (Under Armour, n.d.).A brief historyKevin Plank was 24 years old when he thought of an idea to start a sportswearcompany. Plank started his business from the basement of his grandmother in WashingtonDC (Under Armour, n.d.). His first team sale wa ...


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