Under Armour $($UA$)$ is an American success story. Its founder and CEO, Kevin Plank, started in his grandmother's basement in $1995$ by developing a prototype "moisture wicking" shirt for football players. Now the company operates a $$5$ billion a year business with $15,000$ employees.

Under Armour has a wide range of product lines for men, women, girls, and boys. This includes athletic apparel, shoes, casual wear, and technology services. UA's corporate mission is to "make all athletes better" and impact global health. To help overtake Nike and realize its corporate mission, UA invested millions to make multiple acquisitions, including fitness apps MapMyFitness, MyFitnessPal, and Endomondo.

UA's management team across all levels of the firm engages in planning to develop its strategy and identify tactics to achieve the company's business goals. They utilize portfolio analysis and environmental scanning during strategic planning.

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UA offers a technology$-$equipped shoe that $"t$ stores data such as time and date, duration, and splits during workouts, runs, or walks," W shoe technology is still a relatively new produ Gemini shoe competes with Nike's Nike$+$ and Speedcell foot pod sensor$.$ Nike$+$ currently ha largest market share in this fast$-$growing cate Marketers at Under Armour will likely choose strategy for its Gemini shoe.

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