Under Armour was founded by Kevin Plank in 1996. The idea first started in 1995 when he was in Maryland football team as a team captain and found out his teammate apparel is always soaked with sweat. Under Armour soon became one of the most popular sports apparel in the United States (U.S.).

Under Armour is quite popular in the U.S. but not in the Asian market. Through our research, we will identify the reasons and following which, propose a social media strategy to market the brand in Singapore and to maintain its foothold the U.S.

From: Group 8~