1996년 케빈 플랭크가 창립한 언더아머는
보호구 아래 입던 면 티셔츠를 대체하는
컴프레션 티셔츠를 개발합니다
NFL 선수들 사이에 유행하기 시작하면서
순식간에 메이저 스포츠 브랜드로 성장하는데요
불과 10년 만에 매출 1조를 달성하고
2016년에는 시가총액 20조 원을 넘는
글로벌 스포츠 브랜드로 자리매김합니다.
하지만 2016년 4분기를 기점으로
그간의 성장세를 다 지워버리는 부진을 겪고 있습니다
나이키를 위협하는 신흥 강자로 떠오르다
경쟁사들의 안중에서 사라져버린 언더아머
도대체 무슨 일이 있었던 걸까요?
감사합니다!
#언더아머 #스테판커리 #나이키
@주요 참고 자료
- "언더아머, 전략 실패로 여전히 고평가...매도"
- How Under Armour Lost Its Edge - The New York Times
- Here's how Under Armour went from a new hotshot sportswear brand
- Why Under Armour is struggling with its direct-to-consumer business
- Why is Under Armour struggling in North America?
- Under Armour’s shoes aren’t cool right now
- Curry 3 shoe sales don't hit the mark for Under Armour
- Is Under Armour's focus on performance wear losing it the game?
- Teens are abandoning Under Armour in droves
- Stephen Curry: By The Numbers
@유투브 영상 출처(제목/채널)
*글자수 제한으로 언더아머 공식 채널(UNDER ARMOUR) 영상은 제외했습니다
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