Case
Teaching Notes
Abstract
This case involves comments made by Under Armour’s CEO, Kevin Plank, shortly after Donald Trump became President of the United States. Plank’s comments were supportive of the President. A social media firestorm ensued and many of Under Armour’s highly-compensated endorsers made statements that seemingly distanced themselves from Under Armour. In the days following Plank’s comment regarding President Trump and the resulting backlash, Under Armour had to decide how to respond and what it should do.
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