What drives a person to choose one clothing brand over another? Is it the price? Or is it the style of clothes? There are numerous factors that will play a key role in determining who will purchase your products and why they will choose to purchase your product. Kevin Plank, the founder of Under Armor and former special teams captain for the University of Maryland football team, was infuriated by how many times he was forced to change his shirts during games and practices because of how heavy they would become with sweat. . He set out to create a t-shirt that would help keep an athlete cool and dry during strenuous physical activity. This simple idea would turn into a powerhouse in the sports apparel industry and also broke into the sports equipment industry. The sports apparel and accessories industry has a highly competitive market. Companies are constantly competing for sponsorship of elite athletes, raw materials and any opportunity for expansion. Under Armor is able to not only survive, but thrive in this market due to its ability to think outside the box. They are constantly creating new and exciting products that help athletes around the world. Under Armor has a mission statement that clearly states what they want to accomplish and how they will do it. “Making all athletes better through passion, design and the relentless pursuit of innovation,” this is a powerful statement that makes consumers and competitors aware that this organization will strive to help athletes around the world achieve the their potential (Mission, 08). the mission statement leads directly to the philosophies that are taught within this organization. “No losing thoughts” is what they regularly use when t...... middle of paper ......generates a higher profit and helps more athletes reach their potential. Work Cited"Meet the Under Armor team - Find career and job opportunities." Meet the Under Armor team: find career and job opportunities. Np, nd Web. 08 April 2014."Under Armor | SuccessFactors." Under Armor | Success factors. Np, nd Web. 8 April 2014. “Under Armour, Inc. - Governance Guidelines.” Under Armour, Inc. - Governance Guidelines. Np, nd Web. April 08, 2014."Under Armour's Mission, Vision, and Values: Explore Career Opportunities." Under Armor Mission, Vision and Values: Explore career opportunities. Np, nd Web. April 08, 2014."Under Armour, Inc. - Executive Team." Under Armour, Inc. - Executive Team. Np, nd Web. 08 April 2014.Townsend, Matt. “Under Armor finds the female side to go beyond $2 billion.” Bloomberg.com. Bloomberg, February 15, 2013. Web. April 21. 2014.