![]() ![]() To ensure that we always make smart choices for our business, we created the official Under Armour Code of Conduct, and its message couldn’t be more clear. Either way, it is essential that every choice we make reflects our Vision, Mission and Values, and respects the laws in every location where we do business. Some decisions are easy, and some can be pretty tough. Here is an excerpt from that letter:Īs Under Armour teammates, we make key decisions every day to support the Brand. ![]() The official code of conduct begins with a letter from the company’s CEO. Its code of conduct is what makes its structure and decision-making process unique. Under Armour has a traditional management structure for a large company. ![]() Due to the work culture and charitable goals of the company, Under Armour often uses its love for military and first responders in shaping its strategic planning and marketing goals (Weedon, 2012). The company strives to help United States soldiers, veterans, and first responders. Under Armour’s work culture is centered around sustainability, diversity, and charitable contributions (Under Armour Careers, n.d.). The company generated a net revenue of $4,989,244 in 2017, before increasing its revenue a year later to $5,193,185 in 2018 (Under Armour Annual Report, 2018). Since the early days of 1996, Under Armour has grown to become one of the biggest names in athleticwear. Later, Kip Fulks would go on to be named Under Armour’s vice president of production. ![]() Through Plank’s numerous contacts in the sports industry, the duo began selling his shirts to Georgia Tech and Arizona State University. Plank teamed up with Kip Fulks, a fellow athlete and friend. Plank’s motivation was rooted in a desire to reduce the number of sweat-soaked T-shirts he would go through during a football season. He started the company to develop a shirt that would wick away sweat from the body. The athletic footwear and apparel company Under Armour was founded and created by University of Maryland football player Kevin Plank (Under Armour Annual Report, 2018). ![]()
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