Cliantha Wisan
Global Marketing Communications
Mr. Escalante
UNDERARMOUR
1. What are the reasons for the success of Under Armour since its founding by
Kevin Plank? What do you view the most important factors that have
contributed to the growth of the company?
-Unique Product
-Product Placement & Timing
“Any Given Sunday” and ESPN The Magazine
“Playmakers” series and “We Must Protect this
House” ad
2. What are the key components of Under Armour’s integrated marketing
communications program? Discuss the role IMC has played in helping
