Under Armour -- Industry Analysis Essay

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

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.

a. Under Armour’s approach towards innovation is very unique, they think and plan out their projects thoroughly in order to create a one of a kind product that could be appealing to their consumers. The company has been extremely progressive throughout the years in order to stay ahead of the other competitive companies in their targeted industry. By constantly updating and coming up with different product lines, such as compression shirts and cleats, Under Armour is able to compete with other top athletic wear company’s in their market. If

Under Armour’s business strategy towards market segmentation is broken down into three different basis; Age, Gender, Uses. The first major market segmentation is by age, different age groups demand different products and Under Armour has produced certain merchandise to appeal to each generation. The second is Gender, both male and female respectively make up roughly 50% of the market equally.To appeal to females UA produces apparel in brighter colo, as a fashion forward athletic wear. While for males they they cater toward masculine vibe of tight fitting and resistant to wear and tear. Lastly, UA segments by the range of uses for their products.

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

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.

Background: It all started with an idea. In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain, turned an idea born on the football field into a new industry that changed the way athletes dress forever. Back in his playing days, Plank hated having to change his sweat-soaked cotton T-shirts over and over again

Under Armour does have resource strengths in product design and technology innovation know-how was it crucial for Under Armour sales growth and meet customers’ expectation. Customers are curious about all types of new invention release out of someone knowledge, ideas and Under Armour has developed something useful for sports to encounter these weather related. The Under Armour differentiates their product design to regulate body temperature and enhance comfort, mobility, and performance in any type of weather condition. Apparently, it makes them unique characteristic. Under Amrour typically outsourcing the specialty fabric production to meet the specifications and managing their time for company research and development.

In 1995 the then captain of the University of Maryland football team, Kevin Plank came up with a brilliant idea that will revolutionize the athletic apparel industry forever: microfiber T-shirts designed to wick moisture away from the skin. Almost two decades later, Under Armour is a multi billion-dollar athletic apparel market competing directly with industry giants Nike and Adidas.

The brand identity for Under Armour is much larger than that of Columbia because they have a multifaceted approach to the athletic apparel market. Nike has also began to pull some similar style products, however, they have already made a name for themselves in all other realms of apparel so the customer is naturally drawn to their products which is more evident as retailer JC Penney added nearly 600 Nike-branded shops within their own stores in 2017 (Penney Adds Nike Shops, 2017) . These two titans have a strong hold on customers that are looking to purchase the apparel due to their strong brand

Founded in 1996 by University of Maryland graduate Kevin Plank, Under Armour has become the leading supplier of the athletic performance apparel industry. Under Armour began with simple idea to create a t-shirt that would enhance athletic performance by regulating body temperature and removing perspiration

With a mission to “make all athletes better through passion, design, and the relentless pursuit of innovation” and a vision to “empower athletes everywhere”, Under Armour is an athletic apparel company who understands its’ expectation to society and meets these expectations in innovative fashion (Under Armour, 2017). In the world of athletic apparel, Under Armour has been labeled as the underdogs, but along with this label comes their undeniable hunger for growth in all areas of their business, including their tactics to be socially responsible. Under Armour works tirelessly to protect its’ brand and discover new methods to set themselves apart from their competitors. They take nothing for granted and prove this through their philanthropy,

The rapid success of Under Armour is not a mistake. The company dominates the performance apparel category. According to Founder Kevin Plank, “The mission of Under Armour is to make technically advanced products that are engineered with superior fabric construction, to provide proven innovation available to the masses-aimed at making athletes perform better” (UnderArmour.com). Under Armour uses many marketing initiatives including athlete endorsement, product placement, and popular culture which illustrates the success of Under Armour.

Under Armour is currently one of the leading companies in the sports apparel industry whose mission is to “Make all athletes better through passion, science, and the relentless pursuit of innovation”.1 When Under Armour first broke into the sports apparel industry it was a disruptive pioneer that initially made the two giants, Nike and Adidas, a little weary. Under Armour revolutionized the sports apparel industry by creating apparel that used synthetic materials as an alternative to natural fibers, such as cotton, or other materials, such as polyester. This all-important switch to these materials resulted in a 2“shirt that provided compression and wicked perspiration off your skin rather than absorb it. A

Under Armour is a very popular and well-known brand throughout the world, there are many reasons why this is the case and why they are very successful as a company. Under Armour creates value for their customers in many ways, one of these ways is with their basketball shoes. Customers wouldn't want to buy shoes if they didn't think it would be durable and a good shoe. Customers can trust Under Armour’s basketball shoe because it is a shoe that somebody in the NBA wears. This shows that someone is willing to trust their million-dollar contract with their shoes to help them get their well-earned money, and that shows to confidence in Under Armour. Under Armour also gives many different options that the customer can choose from. They offer different technologies, materials, and articles of clothing. There are many different technologies they have, but I will only list a few. One of these technologies is cool switch, this helps athletes perform longer because the clothing will keep them cool and save them from sweating as much which helps save energy. Also, they offer many different materials in case a customer is allergic to a certain type of material there is always another so that they don't lose a customer. They also offer all different types of clothing so that whatever you need they'll have. Based on this research it proves that Under Armour has done so much to get where they are and be as successful as they are.