Michelle Edelson

Year: 2015
Affiliations: Psychological and Brain Sciences
Award: Woodrow Wilson

Project Description

“Protect This House”: Three Words That Have Become One Movement

In 1996, Kevin Plank, a college football athlete, had a dream to make a synthetic athletic t-shirt that would absorb sweat. Little did he know, that within twenty years, his dream would become a multi-billion international company and fierce competitor in the athletic apparel industry. However, back in 1996, Under Armour lacked a budget for marketing and was forced to find innovative ways to market its products. This project explores Under Armour’s marketing strategy and the relationship between its corporate culture and marketing efforts. Through interviews, in-store experience and literature research, it is clear that Under Armour’s marketing efforts have been successful and that the company continues to place its emphasis on three pillars – stories, building relationships and lifestyle, which have been part of the company’s core since its beginning days.

Professor Keith Quesenberry, Center for Leadership Education

PDF Document: Edelson, Michelle Final Paper