Since its creation in 1996, Kevin Plank's Under Armor has undergone rapid expansion. It has conquered the sportswear market in the United States, overtaking sports giants such as Nike and Addidas. The company has even expanded beyond its sportswear line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armor has faced many difficult barriers in its entry into foreign markets, particularly in Europe. These "barriers to entry" include increased competition, the limited reach of their main sport (American football) in Europe, and the company's small reach compared to larger, more established companies. However, given the lack of a clear apparel king in Europe and Under Armour's history with clever advertising, it is possible for them to establish their marketing muscle and become a force in the overseas market. Under Armour, a relatively small market company, has a very strong hold on the American sports apparel market. He has carved out a niche for himself...