A perfect match
As an American football player 15 years ago, Kevin Plank knew he needed a better base layer than a sweaty cotton T-shirt under his protective gear. He developed a breathable, circulation-boosting alternative, and thus Under Armour was born.
Today, the European headquarters of his company are – appropriately enough - under the stands of Amsterdam’s Olympic stadium. “We’re here to develop Under Armour into a global brand,” explains Peter Mahrer, who heads the European office. “And this is the best possible location for that.”
Sporting chances
Kevin Plank’s early handmade products were so popular with athletes that within months he had a busy online store. Now, Under Amour is listed on the New York Stock Exchange. Its expanded product range features ColdGear (for winter sports), HeatGear (summer sports) and AllSeason (year-round). With nearly 1,000 employees, its turnover was estimated to grow to $1 bn in 2009.
Swiss-born Mahrer was working for Adidas when Plank asked him to head Under Armour’s European activities. “It’s the charm of the new kid on the block,” says Mahrer. “Even now, the mood still reflects a locker room just before an important match.” While the brand has yet to become a frontrunner like Adidas or Nike, Mahrer believes that it has the edge when it comes to meeting the needs of “professional, highly dedicated athletes.”
Net gains
An office in Europe is essential, Plank believes, to “add some European brand flavour to the American scientific approach”. Mahrer continues: “European ‘origins’ are now regarded as added value. Especially in tomorrow’s growth markets such as Asia.”
Amsterdam was chosen over other European locations partly on account of its fiscal advantages but where the Dutch capital really stood out from the competition was its excellent accessibility. “On any given day, several of our 27 head office staff will be en route to or from one of the destinations in our vast area of focus,” explains Mahrer. The presence of international logistics expertise in the region was another deciding factor.
The company also appreciated the fact that the Amsterdam Metropolitan Area is home to other sports brands like Asics, Adidas, K-Swiss and Nike, making it easy to find personnel with experience in the sector. The network of service providers including advertising and marketing specialists is another plus.
But the final key reason for opting for Amsterdam was simply the lifestyle. Says Mahrer: “This environment allows us to combine hard work and world-class performance with a pleasant, easy-going way of life.”
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