The sports apparel industry is comprised of performance gear, but also includes active wear for casual use. Under Armour produces both performance gear and apparel, so they fall into this industry. The industry is controlled by giant, international companies such as Nike and Adidas. Currently, Under Armour is a small company and is not competing well with respect to the criteria described in the company analysis
Products: Under Armour will continue to increase the amount of products it makes from recycled materials.
Energy: Under Armour will continue to find ways to reduce the energy used to run its business.
Waste: Under Armour will continue to find ways to reduce and reuse the waste it creates.
Supply Chain: Under…show more content… Sizing up the competition
The national focus on the obesity epidemic has fostered a slew of new apparel companies that target specific market segments like rock climbers, CrossFitters, and yogis. As competition heats up, established brands like Lululemon, Nike and GAP are looking to draw in more customers by attracting more males, females or budget-conscious fitness enthusiasts. The challenge is how can brands stay relevant, expand into new markets and ensure the same high-quality products and experiences consumers are accustomed to? Online discount retailers have hurt sales for larger brands. Meanwhile, international brands like Lorna Jane are scoring big with shoppers in the US, giving domestic companies a run for their money. As the athletic goods market evolves, brands like Under Armour are looking to expand in unlikely places. The company recently announced a $560 million investment in two fitness and mobile application companies, an exciting and unexpected move for the massive retailer. Meanwhile, DICK’S Sporting Goods announced it is moving forward with a store expansion, illustrating brands still find value in physical stores. However, as the lines between retailer and digital fitness companies blur, it’s imperative that brands focus on building out their omnichannel path to provide more consumer value.
Here are a few ways brands can