Building the Most Successful American IPO Debut in the Past Five Years

Publication Date: 2006

Source: SO08 Silver Anvil Award
Product Code: 6BW-0602A01
Organization/Author/Firm: Under Armour Perfomance Apparel,   Warschawski
Industry: Beauty - Fashion / Consumer Products
Specialization(s): Advertising - Branding / Brand Management / Reputation Management / Advertising Branding
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2006 Silver Anvil Award Winner – Reputation Management / Brand Management – Business - Companies with sales up to $500 million

Since its founding, Under Armour had experienced growth, but had little brand recognition beyond its own industry and its hometown of Baltimore. The company tapped Warschawski to build a powerful brand with staying power that would sustain and support exponential year-over-year growth to position the company for a highly successful IPO. Warschawski developed a strategic brand-building campaign to ensure that Under Armour’s position as a powerful business force was cemented in the minds of consumers and the business community. The results exceeded all expectations with Under Armour achieving the most successful initial stock-offering debut for an American company in five years. According to analysts, the success of Under Armour’s IPO was directly attributed to the strength of its brand.