Protecting the House of Under Armour (Case Study‪)‬

Building the House "We're not taking this lying down ... It's a war," warns Ken Barker, director of apparel at Adidas America (Salter, 2005, p. 70). Baker's statement is in reference to the rapid success in the apparel market by a young and up-and-coming Under Armour brand. The Under Armour brand dominates the performance apparel category so much (with around 75% market share) that the name has become synonymous with the product (Salter, 2005). The consistent growth of total revenue from $115.4 million in 2003 to $607.7 million in 2007 indicates the rapid success that Under Armour has experienced (Think Equity Partners, 2007).