Since becoming part of the business curriculum in 2015, the Live Strategy Case Competition has partnered with some impressive corporations to bring real life issues into the classroom. The fall 2021 competition, sponsored by Under Armour (UA), is certainly no exception.
This semester’s case featured a unique challenge. UA leaders asked students to propose strategies to support the company’s position in the digital fitness market.
In what was the ultimate team project, nearly 300 seniors across 10 sections worked together to develop solutions for UA. The top 10 teams from each section advanced to the final round where they presented their recommendations to UA leaders.
Impressed with all of the day’s presentations, UA leaders deliberated at length before selecting their top three teams. In first place were The Focused Performers, including Cari Elliott, Allison Gigliotti, Zackary Gottzandt, Ava Havrilko, and Allison Jacoby, from Dr. Dutta’s section.
Second and third place went to teams mentored by Dr. Obedkova. They were the Focus Innovators (Amy Asare, Anna Borisova, Garshet Hatcher, and Briana Scott) and the Metaheads (Sant Chana, Konark Chopra, Mark Sanino, Adil Vahora, and Yuqi Wan).
Adam Flake, Director of Corporate Strategy at Under Armour says, “The live case competition at Towson was a great opportunity for Under Armour and Towson University to further strengthen our partnership as Maryland neighbors. We challenged the students with a real business problem that we face today, and we were extremely impressed with the rigor and creativity of their analysis and recommendations. It’s exciting for us to hear a fresh set of diverse ideas to better shape how Under Armour competes in the market. We hope the students learned valuable lessons of real business skillsets and teamwork, both of which are critical to success in the business world. We’re looking forward to continuing our partnership in the spring with a new case and another round of teams.”