Gold Medal Response

As a notable sponsor of the 2014 Winter Olympics, and a key designer of a suit for the US speedskating team expected to assist them in their quest for gold, Under Armour found itself as a target for criticism when the speedskating team unexpectedly underperformed.  Seeking to control and respond to potential fallouts from this event, Under Armour’s actions were able to contain criticism and allow for further growth of the company, through the following steps:

  • Rapid and dynamic response;
  • Promoting a culture of transparency, in both crisis communications and investor relations;
  • In depth discussion of future plans, allowing for discussion of future events in addition to current ones;
  • Openness with respect to ethics, labor practices, and suppliers.