Under Armours Lawsuit Against Nike: Worth Breaking A Sweat?

Abstract

On February 12 of 2013, Under Armour launched I WILL, its biggest ever global advertising campaign. Only nine days later, the company filed a lawsuit accusing Nike of illegally using variations of the I WILL trademark. This case study analyzes Nikes move and Under Armours countermove. The case is well suited for initiating a broader discussion of competitive dynamics, especially of unconventional hardball and curveball strategies.