Please visit and read the article from below link and answer below questions:- h
ID: 462859 • Letter: P
Question
Please visit and read the article from below link and answer below questions:-
https://hbr.org/2012/05/under-armours-founder-on-learning-to-leverage-celebrity-endorsements
You may visit this weblink https://www.underarmour.com/en-us & other web data to get more information about the company. Please answer in point form and remember to mention your list of references used.
1) What asset(s) did Kevin Plank leverage in order to grow the Under Armour business?
2) Has Under Armour developed brand extensions? (peruse the company website to answer the next questions)
3) Has it expanded the scope of the offering?
4) Has it entered new markets?
5) What is your assessment of the leverage strategy and your predictions or recommendations for the future?
Explanation / Answer
1)
Under-Armour is using celebrity endorsements as leverage to enhance its business
Athletes’ endorsements provide the company with a bigger platform to communicate their product stories.
Popular sports figures signing endorsement contracts - With recent signings such as Stephen Curry in addition to athletes like Tom Brady and Bryce Harper who have been committed to UA for some time.
UAr has the opportunity to attract more star athletes and use them to drive revenues. UA’s competitors have been using this strategy for a long time and it has proven to lead to positive results.