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Case Details |
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Case Code: LDEN123
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| Case Length: 12 Pages |
| Period: 2014 |
| Pub Date: 2017 |
| Teaching Note: Available |
| Price: Rs.400 |
| Organization : Under Armour |
Industry : Sports Apparel and footwear
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| Countries : USA |
| Themes: -
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Managing Communication Crisis the 'Under Armour' Way |
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INTRODUCTION |
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In February 2014, the Wall Street Journal (WSJ) alleged that the disappointing show by the American Speedskaters team at the Sochi (Russia) Winter Olympics 2014 was due to a flaw in the design of the suits made for the team by the US-based sports apparel maker Under Armour (UA). The report went on to hold the flaw in the Mach 39 Speedskating Suit responsible for the disappointing show by the US speedskaters in the Olympics.
UA had spent over two years developing a high-tech aerodynamic racing suit called the Mach 39, which it claimed was ‘the fastest speedskating suit in the world’. The company claimed that the suit would give the US athletes an “almost unfair advantage” in the Olympics. But not only did the US skaters not win any medals, but it was also the team’s worst performance in three decades. Some of the skaters alleged that the vents at the back of the suit for heat escape, created a drag by allowing air to enter, due to which they were not able to maintain the position at which they would get maximum speed...
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