Under Armour Porter's 5 Forces

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 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 is a well-known brand for all ages known for its quality products. UA has high brand recognition and offers a variety of products, with a variety of styles and product purposes. UA continues to grow and is already the third largest athletic brand in the world (Chapman, 2017). They have sponsorships with big name athletes including championship athletes. They have a strong marketing message that encourages consumers to work hard at their goals like the underdog athletes they sponsor that end up on top. Another strength is their retail stores; they offer hands-on stores that allow consumers to see their innovative technologies.

Under Armour is in the Textile- Apparel Clothing industry, in the consumer goods sector. The market has been driven by economic recovery, new product offerings and a

The main players in this Apparel Manufacturing industry are VF Corporation, Ralph Lauren Inc., Hanesbrands Inc, Under Armour Inc., and Gildan Activewear Inc. VF Corporation, Under Armour Inc. and Hanesbrands Inc. are categorized as Big Company, with market capital above US $10 billion. While Ralph Lauren Inc. and Gildan Activewear are Medium Company with market capital above US $10 billion.

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."

Under Armour is the second biggest sportswear brand in the US losing the first place to Nike. It is a great accomplishment for Under Armour considering the fact that the company was established in 1996. Nevertheless, Under Armour does not have a well-known name so that people will actually consider it to have a real possibility to create a threat to Nike and surpass them at some point.

The performance industry is made up of companies that design and sell clothing, footwear, and accessories. Under Armour is an international brand focusing on health, fitness and sports. Under Armour is looking to push aside their competitors and become athletes first choice when it comes to performance gear. One of Under Armour’s objectives is to be the market share leader in the sporting apparel industry. Their goal is to provide the highest quality and most innovative products. Consumers know the specific retailers that distribute Under Armour apparel because Under Armour is using a selective distribution process which means that only a few retail outlets in a specific geographic region have their products. This is a good thing because their products can be view as a more prestigious good in the sporting apparel industry which means people will feel a since of pride when wearing it.

Ever since the creation of the well-known body wear Under Armour in 1996, Kevin Plank 's formal University of Maryland football player. The band has under gone rapid expansion and popularity throughout the world today being that it all started in a basement. It has taken over the performance workout apparel market in the United States and worldwide, over the years it has begun to outsell another well-known sporting apparel such as Nike and Addidas. Under Armour Inc. has even expanded its market way beyond performance apparel line and brings products such as footwear and casual wear also workout wear. The company has prided itself on maintaining a competitive advantage by always having top-notch products and adopting new ideas to outcompete the rivals.

Under Armour is an originator of performance apparel. Although being the first in the market it doesn’t automatically mean they will be the industry leaders. In Under Armour’s case they are not, but they do have strengths that make them a contender amongst the bigger companies.

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, 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.

Under Armour has successfully built upon its authentic brand and expanded its presence into a number of product categories. The company currently markets “apparel, footwear, and accessories” for all age categories and income segments that suit diverse tastes and weather conditions with the focus on the improved performance (Thompson, 2012). Since the first years of its operation, Under Armour has been working on increasing the brand awareness by placing the logo on all sports equipment and getting “broad exposure at live sporting events, as well as on television, in magazines, and on a wide variety of Internet sites” (Thompson, 2012). The company’s brand positions are reinforced by its

Founded in 1996, Under Armour has succeeded in gaining the number 2 spot in the sports apparel, footwear, and accessories industry yet, as of 2016, back in 3rd. The threat of new entrants shaking up the industry is a daily reality facing the industry participants. Technology and innovation within and outside the industry changes the playing field and results in companies scrambling to protect its market share. However, to protect the industry, Under Armour, as well as the other competitors, are quick to release innovative products, new designs, product enhancements value priced to keep up with the always changing minds of the consumers.