Athletic Supreme Executive Summary

Competitive analysis is an essential part of strategic marketing where companies continuously monitor the business activities of its competitors gathering and analyzing industry information keeping up with the current trends and developments providing a perspective on the probabilities and possibilities of the future (Brannon and Divita, 2015). Athletics Supreme faces competition from its top three competitors. Dick’s Sporting Goods has made adjustments and shifted sales to meet changing trends in the area of sports now catering to serious athletes and children, and young adults at all levels of play. Foot Locker, Inc. is a leading retailer in athletic shoes and apparel mostly operating specialty stores malls across the United States. Walmart

Athletics Supreme’s sportswear prices are affordable when compared to higher priced competitors like Walmart Stores and Dick’s Sporting Goods with a pricing strategy designed and employed to offer competition to its rival companies. The company does not compromise on its quality craftsmanhip while still offering low prices because it is confident of its loyal consumers. The company’s pricing methodology is flexible and depends generally on the economic trends that might influence buyer behavior in targeted segments focusing on total customer satisfaction as a way of encouraging brand loyalty in a highly competitive

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

Nike may be typically known for focusing a lot of gear solely on athletes; yet, it is not just for them. Nike’s objective

In the athletic apparel industry, as in any industry, it is key to stay in touch with the current trends in order to keep your products relevant. With Lululemon focused on such a niche activity it will be important that they explore other markets within the sports apparel industry in the future so as to stay relevant. We can see the company’s first steps in doing just this when they recently introduced their men’s apparel line. A summary of the athletic apparel industry’s external environment are listed in Exhibit 1.

“ If excellence is achieved in the form of execution and performance, winning will frequently follow” Robert C Schneider

Athletic training is a growing field and predicted to have a 37% increase in jobs by 2018 (Bowman & Dodge, 2013 pg. 79). Although this field is growing, some frustrations from graduates about the educational programs have been on the rise. This article discusses what could be a contributing factor to these frustrations and possible solutions to alleviate them. Bowman and Dodge’s assessment of these factors provides helpful insight as to why athletic trainers are dissatisfied with their jobs, however, the article has several components that are not done well.

Competitors in the industry can wreak havoc on the bottom line for a company. With rivals, a price competition usually ensues, which benefits the customers but hurts the competing businesses that share a common strategy. In reviewing rival sellers, many competitors exist within the sports apparel and footwear industry, but most of them are unable to compete with the industry giants, Nike and Adidas. They are well seated in the industry and their sales reveal this ultimate strength, however, Under Armour is putting pressure on these mammoths. In 2015, global sales of sports clothing and footwear equated to $250 billion, of which Nike grabbed $30.6 billion, Adidas held in its grasp $18.8 billion and Under Armour had a much smaller piece of the pie, at $3.9 billion globally. In reviewing these numbers, it looks like Under Armour is really subpar to the industry giants, but this is not exactly the case. Under Armour in the past couple of

The intercollegiate Athletics Council for Norfolk State University shall advice the President, through the Vice-President for Student-Affairs, on all matters of policy and procedures for the operation of the Intercollegiate Athletics program. The President in ultimately responsible for the conduct of Intercollegiate Athletics at Norfolk State University, and all recommendations of the Athletics Council are advisory to the President. The Athletics Council will review Athletics Department policies and procedure to ensure compliance with NCAA rules and regulations.

Companies like Under Armour, Nike and Adidas/Reebok have high threats of substitute´s products. These companies share the sport apparel industry and are vulnerable to competitive pressure from the actions of buyers whenever they view that their products can be substituted for others. The availability of substitutes invites the costumer to compare performance, features, and ease of use as well as price. Under Armour’s major competitors are Nike and Adidas/Reebok because they have a similar or competing product offerings. The top sport apparel brands offer similar products and that is why each one of them needs to keep a high standard and produce good quality products in order for customers to keep buying their product.

The sportswear industry is growing and becoming more competitive so the will be new producers and entries in the market with new ‘’aces up their sleeves’’. More competition in the market

In the meantime Under Armour has been the pioneer in the latest technology in athletics gear; the second step would be how to transfer the technology into fashionable designs that could satisfy female’s needs and taste. By centering on direct market segment, UA can be the leader and innovator of the female’s market with most fashionable and technologically athletics gear products.

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed

In 1996, Kevin Plank , a 23-year-old former University of Maryland special teams captain, brought an revolutionary idea in the business world to change the fashion of athletes’ dress. Back to his time, the athletes would have to wear sweat-soaked T-shirts again during two-a-days. This problem ignited an idea in his mind, “There has to be something better”. After broad researches around the athletic benefits of synthetic fabrics, he designed the first T-shirt which was engineered with moisture-wicking performance fibers. The product would help athletes to stay cool, dry, and light in heavy hot conditions. He started his work from his grandmother’s basement in Washington DC, and named his product as Under Armour HeatGear T-shirt. Plank launched his business by selling the T-shirts from his car trunk while traveling up and down of East Coast. He made his first team sale in 1996, and Under Armour generated $17000 in sales. In 1997, Under Armour introduced new product, ColdGear fabric T-shirts, which would keep athletes warm, dry, and light in cold conditions. Later he launched the new line of AllseasonGear to provide athletes comfortable condition between the extremes. In 1998, Under Armour moved from grandma’s basement to the headquarters and warehouse in Baltimore. Now Under Armour is a multi-billion dollar brand whose activities are focused on development, marketing, and distribution of innovative performance of footwear, apparel, and accessories for men, women, and youth

Companies in this industry also attempt to differentiate themselves by technical advancements in the apparel. Companies compete to find the technology that consumers believe will help their overall performance in sports and activities; whether it’s a sweat wicking shirt or lighter shoe, consumers seek the product they believe will give them the greatest advantage. Overall, the rivalry amongst competitors is a strong force that ultimately lowers the profitability of the industry.