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Under Armour

Decision Making
June 30, 2012 MGMT 5138 Team 4
J. Varini
H. Stock M. Platner Y. Ueki

Under Armour Brand Mission To make all athletes better through passion, design and the relentless pursuit of innovation

Under Armour The Beginning

Founded in 1996 by Kevin Plank Simple idea: make a superior T-shirt

Under Armour The Hustle

Build a company with the same principles learned on the football field

Brand identity is the team

Under Armour Today

3% of U.S. sports apparel market Expanded product line Logo presence

Under Armour Financials

2012 net revenues to reach $1.8 billion

Q1 2012 is 8th consecutive quarter of revenue growth in excess of 20%

Decision Making

Decision Making
Process of identifying problems and opportunities and then resolving them
- Daft, R. L., & Marcic, D. (2012). Understanding Management, 8th ed.

Hierarchy of Decisions

Strategic Decisions

Tactical Decisions

Operational Decisions

Under Armour Problems

How does Under Armour sustain growth?

Revenues grew from $5 million in 2000 to $205 million in 2004.

Under Armour Opportunities

Rosewood Capital Expansion Possible Acquisitions j

Under Armour IPO

Filed Papers with SEC August 26, 2005 Decision based on hope to: Raise $100 million. Use $12 million to buy back stock Secure a war chest of working capital. Use $25 million to pay off debt.

Under Armour Alternative Solutions?

They have pretty much pushed the net capacity as far as it would go, and that's going to limit the amount of growth they can have. They've been successful at what they can do. Now they'll be able to really push the envelope, and to do that they're going to need a lot of capital.
-Irv DeGraw, assistant professor of finance at Washington College.

Under Armour Risk

Decision has clear goals, good information is available but outcome is subject to chance.
-Daft, R. L., & Marcic, D. (2012). Understanding Management, 8th ed.

Under Armour Two-for-One Stock Split

We are proud of the value we have delivered to our stockholders over the long-term, and we believe this stock split may broaden our investor base and improve the trading liquidity of our stock
- Kevin Plank, CEO Under Armour

Four Pillars of Greatness

1. Build a great product 2. Tell a great story 3. Service the business 4. Build a great team


P assion D esign I nnovation

Make all athletes better

Sponsorships & Endorsements

Bryce Harper
Washington Nationals outfielder
Thats a clown question, bro.

Understanding K. Planks Personal Decision Making Style

I was always nave enough to not know what I could not accomplish

Nothing is really Godgiven. You have to embrace the things you feel are important and work hard will it to happen. Kevin Plank

You have to believe in yourself Sun Tzu

My vision is that I want to stay focused We want to make sure there is nothing that prevents us from doing what we want to do with our brand. Finally, we want to have the best type of people team, team, team. I cant underscore that need enough. Kevin Plank

Under Armour A Team Kevin Plank and Emotional Intelligence What makes a leader?



Decision-making evolves with the business and the leader

Managers must evolve from transactional decisionmakers to strategic leaders

High EQ is critical