Under Armour, Inc.: will a fallen titan recover?
by Jimmy Senteza; Inchul Suh; Toby White
International Journal of Teaching and Case Studies (IJTCS), Vol. 11, No. 4, 2020

Abstract: The case applies corporate analysis and valuation to a firm in a serially competitive industry that is undergoing structural shifts in its revenue model, market segments, and overall branding. The apparel and athletic footwear industry of the consumer discretionary sector has suffered due to the decline in brick-and-mortar garment retailers along with a surge in e-commerce offerings. In evaluating the attractiveness of the Under Armour brand, students will consider key industry and company characteristics and trends, before arriving at a recommendation. In completing this assignment, students should be able to: 1) assess the prospects of an industry in both the short-term and medium-term (i.e., 3-5 years out); 2) evaluate the current prospects of a firm, considering global industry and firm-specific factors; 3) determine the actions that a struggling brand in this industry can take to rejuvenate shareholder value; 4) evaluate a firm's potential to grow its market share in international markets in the face of a shifting geopolitical climate; 5) make recommendations regarding the investment attractiveness of the firm. The case is designed for learners in advanced corporate finance. It can be used in capstone undergraduate and graduate level courses.

Online publication date: Mon, 01-Feb-2021

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