Case | HBS Case Collection | September 2017
Under Armour: Evolution of a Purpose Brand
Rory McDonald, Clayton M. Christensen, Daniel West and Jonathan Palmer
Keywords: Under Armour; Nike; Adidas; ＂Jobs to be Done; Purpose Brands; Entrepreneurship; Customer Focus and Relationships; Innovation Strategy; Business Growth and Maturation; Growth Management; Innovation Leadership; Sports Industry; Apparel and Accessories Industry; Fashion Industry; Health Industry; Technology Industry; Retail Industry; United States; Maryland; Baltimore;
Citation:McDonald, Rory, Clayton M. Christensen, Daniel West, and Jonathan Palmer. "Under Armour: Evolution of a Purpose Brand." Harvard Business School Case 618-010, September 2017. View Details
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