Under Armour Case Analysis

750 Words3 Pages
Under Armour has severely limited its product offerings due to its primary target market, which is geared mainly towards male athletes, aged 12-24. Their lack of diversity is a notable competitive disadvantage to industry rivals Nike and Adidas. However, we have recently witnessed the growth in demand for athletic-wear apparel - 6% (Marc Bain), as well as the growth in female sports engagement across the United States (Statista). A potential strategic alternative could be to significantly expand on their athletic apparel line. This expansion would primarily target female athletes within the same male target range. In order to enhance the success in this field, they should continue to add to the eight women (Under Armour Roster) who are currently apart of the Under Armour endorsement roster.
Pros and Cons Analysis 1:
In our first strategy we suggest that Under Armour expands their women’s line to tap its thriving market segment. Nike’s women’s department accounted for $5.7 billion in fiscal 2015 in comparison to $4.5 billion in 2013. In recent years, women have transitioned to wearing athletic apparel as leisurewear. Lululemon, a flagship store known for it women’s athletic apparel has incurred an annualized growth rate of 23.5% over the past five years (Soni). There is surely a strong market for women’s athletic apparel. With such strong growth in the industry over the past few years, the competition is beginning to establish their place in the market. With Nike’s and

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