Study Questions Jared Deutsch
1. What is a “Purpose Brand”? Can you think of an example?
Why would a company want to have one? A purpose brand
is a company with a brand that has a specific social or
environmental purpose beyond just making a profit. This
purpose typically reflects the company's values and
commitments to making a positive impact on society or
the planet. An example can be a company that uses
recycled materials to make their product which shows an
environmental purpose. Companies would want to have
one: 1. Differentiation 2. Consumer Brand loyalty 3. Long
term sustainability.
2. What was the opportunity that Plank saw? Why did it
exist? Plank identified a gap in the market for high-
performance athletic apparel that effectively managed
moisture and sweat during intense physical activity. This
opportunity existed because traditional cotton-based
apparel was not suitable for athletes who needed clothing
that could keep them dry and comfortable during
workouts or competitions. This existed because Plank
himself experienced the discomfort of sweaty, soaked
shirts while playing football at the University of Maryland.
This led him to develop Under Amour’s signature product,
the moisture-wicking compression shirt, which
revolutionized the athletic apparel industry.
3. What were the most important actions/events from Under
Armour’s early days (the original T-shirt)? What were the
most surprising?
