The Growth Paradox part II: Under Armour CMO

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Since its creation just over two decades ago, Under Armour has firmly established itself as one of the world’s most innovative global sports brands. With annual sales figures now worth around $4 billion, the company now stands toe-to-toe with rival juggernauts like Nike and Adidas. In his interview with Hot Topics, in association with Fits Me, Andrew Donkin discusses how despite being a relatively late comer to a highly competitive sector like sporting apparel, Under Armour have managed to identify gaps and opportunities in the market, target the appropriate groups of consumers and then develop a proposition which has succeeded against powerful and well-established competitors.

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