When our professor first presented us with this project document, my mind started wondering. What is a good company to research and introduce to my classmates. My first choice was “Chik-fil-a,” but I wasn't sure we could write about fast food franchises. So I continued to brainstorm a topic to talk about, even asking my friends and colleagues for suggestions. “Walmart,” “National Football League,” “National Basketball Association,” “Nationwide Insurance,” and “LG” were some of the ideas presented to me. Some of these sounded good, but none really caught my attention. While I was visiting an outlet mall, I came across the Nike store. “Wow, this is going to be it for my favorite topic,” is what I told myself. The fourth (4) week came and my professor asked each student's topic. Before it got to me, at least four (4) others said Nike! As usual, I was the last person to give him my favorite topic. That's when I chose “Under Armour. Researching this topic presented many obstacles, as this company has only been around since 1996. I wasn't sure if Under Armor practiced corporate sustainability or even if it was socially responsible; but countless hours later, researching this company, enlightened me to the answers I was looking for. BACKGROUNDUnder Armor was founded in 1996 by Kevin Plank, a 23-year-old former University of Maryland football player. As a special teams captain, he transformed a football idea into a new industry, forever changing the way athletes dress. Since he hated having to change his sweat-soaked cotton T-shirts over and over for two days a day, he figured there had to be something better, and that led him to his solution. The basic concept... middle of the paper... CONCLUSION The topic I chose was quite difficult. Having concluded my research on Under Armour, I can assure you that they have many areas to improve in to be considered a serious threat to Nike or Adidas. Their products are going in the right direction, but more guidance is needed from senior correspondents who have more experience in marketing and strategy. Under Armour's revenues are increasing, but at the current rate, Nike will double its net gross in a year. Athletes and universities contribute to the Under Armor brand and remain loyal, but their apparel is unappealing to me. For starters, all of the major soccer teams I've noticed supporting have either very bland uniforms or very gaudy uniforms. As they say, “bad publicity is better than no publicity”; at least we are discussing it together with Nike and Adidas.