Swot Analysis Of Under Armour

Under Armour’s (UA) current CEO Kevin Kant founded the company in 1996, which has witnessed the company grow in recent years to become a key player in the sporting gear and apparel industry. UA focuses its products and marketing efforts towards the youth, men, and women. The amount of resources that are allocated to each group of customers differs in that initially, UA primary source of revenue was from men even if youth and women products were also produced and sold. The specificity of UA’s products and their sporting activities selectivity can be attributed to UA’s limited global market share in the sporting gear and apparel industry. The company’s mission statement is inspiring, but in order to gain competitive advantages against larger

Under Armour is a pioneer company in sports apparel industries. Its mission is to use innovation and science to increase the athletes’ performance. The corporation also uses synthetic materials to make sports apparel. Essentially, this technology improved the performance of athletes consequently differentiating Under Armour from its competitors. However, these rivals have since integrated synthetic materials to their product lines (Under Armour, 2014).

Under Armour’s mission for the past few years has been to provide the world with technologically advanced products engineered with their superior fabric construction, exclusive moisture management and proven innovation. Its products are without doubt the company’s most effective part of the marketing mix. The enterprise, which commenced only with a superior type of t-shirt to take away transpiration and enhance performance, today has a much

Under Armour focuses primarily on producing three different lines of clothing (COLDGEAR wit’s cold, HEATGEAR, and ALLSEASONGEAR) along with three different types of fit. In 2011 as the company looked into expanding its brand, it started manufacturing shoes and accessories for all main sports while incorporating the microfiber technologies to them—which gave the company a significant competitive advantage in the high performance apparel market.

One of Under Armour’s greatest strengths however, is a diverse mix of products that utilize innovative moisture-wicking fabric technology (e.g., HeatGear, ColdGear, & AllSeasonGear that provides comfort in warmer and cooler temperatures) (C-79-80). To supplement this, the entirety of the manufacturing process for their products is outsourced to third parties (C-86). Manufacturers/suppliers that Under Armour selects however must be pre-approved by their quality assurance team before being selected, and must by continually monitored on an on-going basis to affirm that they are adhering to the company’s standards of quality, among other factors (C-86-87). These strategies, coupled with refined retail marketing and promotional strategies have led to strong North American sales in sports apparel market with estimated market share at 16% into early 2016; being able to overtake the Adidas group as the second-leading sports apparel brand in North America (C-73).

Under Armour is an America sports clothing and accessories Company. It’s a supplier of sportswear and casual apparel. Their headquarters is located in Baltimore, Maryland. In 2015, they had opened their business into worldwide especially in Europe and Asia. Kelvin Plank is the founder of Under Armour in 1996.

Nike holds roughly 14% of the global sporting goods market and is one of the

Under Armour is one of the most established sports apparel and accessories producing companies in the world. Under Armour

Under Armour is a leading athletic clothing line directed towards the overall athlete who is looking for the most comfort during extracurricular activities. The mission of the company is, "to provide the world with technically advanced products engineered with exclusive fabric construction, supreme moisture management, and proven innovation. In short, every Under Armour product is doing something for you; it's making you better."

The company Under Armour(UA), was founded in 1966 by a former University of Maryland football player that goes by the name of Kevin Plank. We know that Under Armour is known for their advanced sportswear, casual apparel company and being the original inventor of performance apparel. The primary focus for Under Armour primary goal is to promote the fitness and nutrition aspects in our society. For example, people use fitness applications to help them track there exercise and nutrition such as Under Armour Record, Mapmyfitness, Endomondo and Myfitnesspal. These fitness applications are directed towards the general health community or individuals with a healthy lifestyle.

Under Armour is an American sports clothing and accessories company. Under Armour is a supplier of casual apparel and sportswear. The global headquarter of Under Armour is located in Baltimore, Maryland. The firm has started offering footwear in the year 2006. The European headquarters are in Amsterdam’s Olympic Stadium while the additional offices are in Hong Kong, Jakarta, Indonesia, China, Canada, Toronto, Denver and Guanghour. Under Armour was established in the year 1996. Kevin Plank is the founder of Under Armour. Under Armour is one of the leading provider of high performance sports, and there are almost 1400 employees working in Under Armour

Under Armour, founded in 1996 by CEO Kevin Plank, is a non-financial company that is publicly traded on the New York Stock Exchange. Under Armour supplies an array of sports equipment, clothing, and sports accessories, but mainly focuses on hi-tech innovative products for athletes. Plank, a former University of Maryland football player created the idea of Under Armour in his grandmother’s basement. Plank noticed during a football practice that his compression shorts would stay dry, however, he had to continuously change his t-shirts due to excessive sweat stains. This finding led Plank to create a t-shirt prototype that would incorporate the same sweat combating microfibers that his compression shorts contained. This prototype led to the now well-known Under Armour dry fit sports shirt.

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

Under Armour will partner with a local company to handle the manufacturing and distribution of a new premium athletic shoe. Under Armour specialized in product development, marketing and securing endorsement and sponsorship deals. Action/Relaxo specializes in manufacturing and distributing their shoes. Together these two companies will be able produce a premium athletic shoe that will appeal to millennials, the middle class and athletics. A multidivisional structure combining these two companies together will divide employees into divisions based on the geographic area. Under Armour will be divided into three geographical regions, US, Europe and India. Each region will have their own marketing, sales, and product design teams.

Under Armour, Inc. is an American sports clothing and Accessories Company. The company is a supplier of sportswear and casual apparel. Under Armour began offering footwear in 2006.