“By having an instructor who witnessed the rise of Under Armour’s brand, the students are learning the practical elements of brand management,” says adjunct faculty member Chris McGrath, co-professor with Kraus. “Class discussions quickly turn from the economic theory to practical application and experience at Under Armour.”
Students agree that having access to Kraus’s insider knowledge is a valuable opportunity.
“He’s focusing on giving us precious insights and advice on how to create brand awareness and how to keep improving a brand’s image and perception,” says graduate student Ben Carolotti. “Of course, the fact that he adds real-life examples from the management of Under Armour also adds something special to the class.”
Fellow student Rusty Watkins adds, “Professor Kraus has emphasized the importance of not only contributing to your company’s brand but also developing a brand for yourself. His teachings have helped me to focus on my personal brand, a brand around which I aspire to build a successful career.”
The lively discussions aren’t beneficial only for the students. Watkins adds, “I think that you could describe our relationship as students with Bill Kraus to be symbiotic. He provides us with an invaluable firsthand experience with one of the largest growing companies in all of sports, while we provide him access to the thoughts and minds of the consumers that make up Under Armour’s target market.”
Kraus agrees that he is learning as much from the students as they are from him.
“To have the opportunity to speak at an institution like Georgetown and be exposed to that caliber of a student is very educational for me,” Kraus says. As to the insight he gains from the students, he admits that he is “hopeful that their feedback will make us a better company. Additionally, I hope some of the talent in the room will be interested in employment with Under Armour.”
Kraus’s teaching at Georgetown has not gone unnoticed by the sports industry. SportsBusiness Daily recognized Kraus and the Sports Economics, Global Brand Management & Under Armour course in its March 6 edition.
Kraus has served as senior vice president of marketing at Under Armour since March 2006. Prior to that, he served as vice president of sports marketing, team sales and licensing since 2002. Prior to joining Under Armour, Kraus served as director of eastern retail sales for Champion Products from 1995 to 2002.
Georgetown University’s graduate program in Sports Industry Management is in its inaugural year and features 24 faculty members who are top executives from the NFL, NBA, MLB, NHL, MLS, NCAA, USOC, U.S. Soccer Foundation, U.S. Tennis Association, Fantasy Sports Association, Octagon, and Under Armour. Combined, the Faculty boasts over 240 years of sports industry experience and covers a wide variety of industries and disciplines with a local, national, and international focus.
The program, like the Under Armour class, was assembled by Associate Dean Matt Winkler, a 15-year veteran of the sports industry and career education space, who joined Georgetown in January 2008. Winkler also serves as the executive director of the premier national sports career and networking conference, The Sports Events Marketing Experience, SEME 2009 (Washington, D.C./ Georgetown - March 27-28, 2009: www.SEME-NOW.com).
“Bill was recommended to me by a very good source—Kevin Plank, the Under Armour, Inc. chairman, president and chief executive officer, and its founder,” said Winkler. “Classes like this help students acquire an integrated set of skills that are critical for success in sports-related fields. The program is committed to helping students gain access [to the sports industry] with key relationships and experiences supported by the traditions of Georgetown University and the success of our community.
