Under Armour Strategy

As team leader, I guided half the class in crafting a transformative brand strategy for Under Armour. By leveraging blue-ocean principles, we identified opportunities in the activewear market for women who prioritize both performance and style. Our strategy prioritizes three key initiatives: North American realignment, winning the woman consumer, and omnichannel evolution. This data-driven and customer-centric roadmap paves the way for Under Armour to reclaim its market share and redefine activewear for the next generation.

Other Work

On Go-To-Market Analysis

Fist Bump- Startup Pitch Deck

In Go-To-Market Strategy (Merchandising) class, I was challenged to analyze On's current positioning, and provide suggestions for growth.

Fist Bump- Startup Pitch Deck

In New Venture Planning class, our group was tasked with launching a new business in 8 weeks, ultimately leading to a mock investor pitch.

Reverse Tech Pack

Fist Bump- Startup Pitch Deck

Reverse Tech Pack

In Product Development class, our project team was tasked with taking a completed shoe and reverse engineering it back into a tech pack.