On February 12 of 2013, Under Armour launched I WILL, its biggest ever global advertising campaign. Only nine days later, the company filed a lawsuit accusing Nike of illegally using variations of the I WILL trademark. This case study analyzes Nikes move and Under Armours countermove. The case is well suited for initiating a broader discussion of competitive dynamics, especially of unconventional hardball and curveball strategies
This work project describes Under Armour’s efforts to create and sustain superior value in the globa...
The Supreme Court\u27s recent dismissal, apparently on jurisdictional grounds, of the writ of certio...
Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a d...
This case traces Under Armour from its founding in 1996 through 2008 when the company entered the hy...
Over the last two decades, Under Armour has emerged from being the “underdog” in the Sports Apparel...
In November 2022, Nike filed a trademark infringement lawsuit against Kool Kiy, Omi, and China-based...
The right for trademark owners to pursue litigation against those who may infringe upon or dilute th...
A war continues in the United States, although there has been no official declaration. The battlegro...
Under Armour was hoping its logo would quietly disappear from the players’ uniforms and the athletic...
On March 29, 2021, the famous rapper, Montero Lamar Hill, more commonly known as Lil Nas X, released...
While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Co...
“All that for a drop of blood.” Easter season would not truly be complete without a controversial st...
This case study outlines Nikeís experience in developing and implementing various labour practice in...
This work project describes Under Armour’s efforts to create and sustain superior value in the globa...
The Supreme Court\u27s recent dismissal, apparently on jurisdictional grounds, of the writ of certio...
Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a d...
This case traces Under Armour from its founding in 1996 through 2008 when the company entered the hy...
Over the last two decades, Under Armour has emerged from being the “underdog” in the Sports Apparel...
In November 2022, Nike filed a trademark infringement lawsuit against Kool Kiy, Omi, and China-based...
The right for trademark owners to pursue litigation against those who may infringe upon or dilute th...
A war continues in the United States, although there has been no official declaration. The battlegro...
Under Armour was hoping its logo would quietly disappear from the players’ uniforms and the athletic...
On March 29, 2021, the famous rapper, Montero Lamar Hill, more commonly known as Lil Nas X, released...
While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Co...
“All that for a drop of blood.” Easter season would not truly be complete without a controversial st...
This case study outlines Nikeís experience in developing and implementing various labour practice in...
This work project describes Under Armour’s efforts to create and sustain superior value in the globa...
The Supreme Court\u27s recent dismissal, apparently on jurisdictional grounds, of the writ of certio...
Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a d...
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