Under Armour as a developing rookie in the field, for which market share is so valuable, has accomplished what was unthinkable just a few years ago. Taking on the companies that are behemoths and staples of a sports world era, names like Nike, Adidas, and Reebok (Now owned by Adidas). Under Armour continues to topple those whom one-by-one became complacent in their prospective portion of the market, and has sights to overtake them all.
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.
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 company I choose to write about is Reebok because I am a huge fan of their classic sneaker product and I am also a basketball and football fanatic. Reebok as a company is in a unified position as both a business and a business within the sports field. Building
What industry are the companies in? Nike; one of the most well known companies across the globe today is most known for being the world’s #1 shoemaker. They design and sell shoes for a variety of sports including baseball, golf, tennis and football. Nike also sells dress and casual shoes as
Other major companies in direct competition (filling the same need, with the same products) include brands which have a focus on athletic apparel such as Athletica (a subsidiary of GAP with a focus on sports apparel), Under Armour (a supplier of sportswear and casual apparel), Nike (a retailing giant focused on footwear, apparel, equipment, accessories
6.1 Supplier Groups and their Power: One of the industry categories where the demand always exists is the footwear market. Raw materials like rubber, leather, cotton and nylon are used majorly for the manufacturing of Athletic shoes. The manufacturing process adds to their value as these materials are classified as
The also place a big emphasizes on the Under Armour logo and pushed for brand recognition. Under Armour became the official uniform sponsor for many colleges and sport teams. Under Armour’s strategy was to design and make varies styles of sports apparel with their moisture-wicking fabrics to satisfy the needs of athletes of all levels and all sports. Their growth strategy was to continue to expand on the products they offered their consumers. They wanted to create more products that encompassed several sports and activities. By doing this they would be targeting additional consumers with their new performance products. Part of the growth strategy was to expand sales in foreign countries, become a global competitor in sports apparel and strengthening the appeal of their products and brand
At some point in one’s life, he or she gets introduced to sports which have become a staple in society around the world. For example, most countries have a national team for different sports such as soccer, volleyball, and baseball. There are many companies like Addis, Reebok, and Asics that produce sportswear for every sport imaginable. Two of the biggest sportswear companies are Nike and Under Armour. Athletes and non-athletes all over the world use Nike and Under Armour products every day.
Under Armour has proven year over year that they are indeed a growth company. As their brand recognition and product availability increases so do their revenues. Under Armour achieved a growth in net revenue by over 18 percent, increased net income by 22 percent (suggesting financial discipline) all leading to their ability to sustain growth year over year (Under Armour 10K, 2009). This considerable increase in net revenue is attributed to an increase in apparel and the introduction of footwear in the first quarter of 2009 (2009). Although Under Armour has only been around 14 years they have only been traded publicly since 2005 (2009).
Nike became very successful and became the #1 Sports brand in the world. However, Nike could not slack off as their competitors might surpass them. For years, Adidas was Nike’s biggest competitor. However, recent studies show as of 2015, Under Armour has become the second biggest Sports brand in the world. Under Armour revenue was reported to be about $17,000 in 1996 (year the company was founded). Now, Under Armour has reported to be making a little over $2 billion a year while their biggest competitor, Adidas, has dropped quite a bit and making a little under $2 billion a year. Though, both companies seem to be doing well, neither is close to Nike’s revenue a year. Nike is making over $11 million a year; Nike’s Jordan brand has reported to be making a little over $2 billion a year alone. Nike will always be the #1 Sports brand in the U.S. and in the world. The company will continue to grow with not only their Jordan brand, but with more and more star athletes the company
Reebok and the NFL both were facing a decline and they both needed to enhance their brands, which the NFL has a negative brand impact because of poor product quality and negative brand experience perceptions and Reebok had to cut their endorsement contracts with key NFL players to budget out their sports marketing with the size of their current business. Reebok also wanted to create a new licensed apparel business and the NFL wanted to resurrect a business in decline due to competition among the licensees. The key goals for the NFL were to expand in the fan market of youth and women, improve their brand, and capitalize on the fitness and performance dimensions of the brand by entering the fitness equipment market (Hecox, 2016, p. 26). Reebok’s
However, there also have been other executives who have helped the organization to still leading the market. For many years, although Nike has had a lot of competitors, they have managed to control the market share in an excellent way. Under Armour for example, is a direct competitor of Nike and even though is newer company than Nike, they have shown to be a strong competitor. Also, Under Armour has been able to make presence in some of the biggest sports name, their brand has grown and their style clothing is distinct and unique. Apart from Under Armour, Reebok is another brand that is a direct competitor of Nike. Many brands actually struggle to be on top for Nike, but because of the efforts, talent and undeniable innovation, Nike will be ahead of them for years to
Under Armour was founded in 1996 by a former collegiate football player named Kevin Plank. Plank first developed the idea for this brand through his own personal need and desire, as a collegiate athlete at the University of Maryland, for a product that didn’t exist in the market at the
Under Armour Industry Analysis Under Armour Industry Analysis Industry Competitors Under Armour provides sports clothing, casual apparel and footwear. It faces intense competition from Nike, Adidas, and Puma.