1. What is your organization or company. Give background history including who, when, and why it was founded.
The company I have chosen is the Under Armour，because this is my favourite sport brand.Under Armour, is an American sports clothing and accessories company. The company is a supplier of sportswear and casual apparel.Under Armour was founded in 1996 by Kevin Plank, a then 23-year old former special teams captain of the University of Maryland football team. Plank initially began the business from his grandmother’s basement in Washington, D.C. He spent his time traveling up and down the East Coast with nothing but apparel in the trunk of his car. His first team sale came at the end of 1996 with a $17,000 sale. From his grandmother’s basement, Plank moved to Baltimore, Maryland. After a few moves in the city he landed at his current headquarters in Tide Point.As a fullback at the University of Maryland, Plank got tired of having to change out of the sweat-soaked T-shirts worn under his jersey; however, he noticed that his compression shorts worn during practice stayed dry. This inspired him to make a T-shirt using moisture-wicking synthetic fabric.After graduating from the University of Maryland, Plank developed his first prototype of the shirt, which he gave to his Maryland teammates and friends who had gone on to play in the NFL. Plank soon perfected the design creating a new T-shirt built from microfibers that wicked moisture and kept athletes cool, dry, and light. Major competing brands including Nike, Adidas and Reebok would soon follow in Plank’s footsteps with their own version of Under Armour’s moisture-wicking apparel.
2. What do they do or make – describe the products and services and what makes them unique.
Like i just mentioned,.Under Armour is an American sports clothing and accessories company. The company is a supplier of sportswear and casual apparel.UA mainly produced in the sports uniforms inside the tight underwear (such as wearing clothes in basketball and baseball) or shoulder pads (such as American football or Hockey shoulder pads), but otherwise UA also produces sweater, ordinary Tee, long sport pants, and so on. Under Armour led the production tight to sweat polyester yarn (moisture-wicking) the trend of material for sports equipment.
Under Armour’s products are very unique, because they have three series of equipment: HeatGear thermal equipment series, ColdGear cold equipment series, FootWear sports shoes. Which Heatgear and series equipment is revolutionary innovative fabrics designed specifically for the equipment.At different temperatures, climate conditions, so that the athletes in extreme environments still show the best condition. Footwear sneakers series is conducted many scientific and technological innovation, resilient chassis technology, four-dimensional air cushion technology is particularly prominent.
3. Describe the culture of the organization or company. What is the work environment like – the atmosphere? What is the building like – exterior/interior, architecture, fittings and furniture? How do the employees work together? What are the jobs and roles of individuals? How are they treated by management?
Under Armour’s global headquarters is located in Baltimore, Maryland.Headquarters building is not the kind of high-rise morden buildings, but there produce a lot of sports equipment technology that shocked the world, the company’s internal style simple and fashion, working relationship between the staff is very well, they are hold together,they often planning programs and mutual inspired with each other, very harmonious working environment.
4. Who is the targeted audience? What are their demographics?
Their target groups are young people who love sports, and athletes.
5. What is the organization or company mission statement.
Under Armour said:every product they build must be better then what’s currently available on the market-best in class.every product must be field tested,and every product must make athletes better.that’s them mission and values.They want to build great product, tell a great story, provide great service, and build a great team.