Under Armour Vs Nike

Under Armour, Nike and Adidas are the top three brands known worldwide. These three companies were able to gain a strong brand to make a name for themselves in the sports apparel market today. On the other hand, Under Armour has become one of the top leading distributing companies to offer athletic apparel, footwear amongst many other things. “In 2013, Under Armour had a 14.7 percent share of the U.S market, compared quite favorably with Nike’s 27 percent market share and Adidas’s 7.4 percent market share.” (C-50) However, the company’s path of success can come crashing down as you take a look

Nike and Under Armour are two of the biggest brands in the active wear industry. Fitness goers of all ages and genders are passionate users of their sports gear and athletic clothes. Two print advertisements from Under Armour and Nike will be analyzed based on the way they use goals to captivate the viewers attention and elicit an emotion to persuade the viewer to buy their athletic wear. In a world that is quickly becoming aware of its health problems consumers are becoming more aware of fitness brands and their advertisements. People are taking an active stand in achieving their fitness aspirations and doing so with the best equipment available. Nike’s famous “Just do it” slogan has been a boost for the company’s reputation and notoriety, by setting it a part from other brands. The two advertisements from Nike and Under Armour are representations of current consumer ambitions towards fitness.

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

Nike; one of the most well known companies across the globe today is most known for being the world’s #1 shoemaker. They design and sell shoes for a variety of sports including baseball, golf, tennis and football. Nike also sells dress and casual shoes as well as athletic apparel and equipment for almost every sport imaginable. In addition Nike also operates NIKETOWN shoe and sportswear stores, factory outlets along with Nike women shops. One of Nike’s biggest competitors on the rise is Under Armour, Inc. Under Armour; the primary maker of performance athletic underwear and apparel has risen to the top with main competitor Nike. The company has also begun to become a factor in the footwear market as

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

Under Armour should exercise a focused, differentiated approach by exclusively developing performance apparel. Its non-standardized products are good for customers who prefer performance than price. For this reason, the corporation should have more emphasis on research and development to offer products, which are superior to what is in the market. On the other hand, its focus strategy should aim at particular sports, serving each sport’s needs more precisely than the broad apparel companies like Adidas and Nike. Combining a focus differentiation strategy will enable the firm to create a fertile niche positioning meanwhile meeting the customer’s specific needs (Kenyon,

Under Armour has been successful in competing in the retail area because they were able to develop a strong relationship with the retailers that resulted in strong sales of their product. Also, brand image and recognition has also made Under Armour to compete successfully because of the quality of their products and selective distribution policies. For Under Armour gear line merchandising is a competitive advantage and in future, they expect to compete for consumer preferences an expect greater competition on the pricing side.

There are many ways to market your brand and get consumers involved. Nike has taken the initiative to invest in the National Basketball Association by endorsing a surplus of professional basketball athletes. This method of marketing has been going on for many years allowing different brands to advertise themselves through celebrities that people look up to. Having a celebrity as the face of your company engages a broader audience and increases sales. It is illustrated in the graph labeled “NBA Players Brand Endorsement,” the leverage Nike has over its main competitors Adidas and Under Armour.

The article entitled Under Armour Overtakes Adidas in U.S. Sportswear market, written by Germano, claims that Nike is number one seller of sportswear & footwear in the US market followed by Under Armor. Adidas was directly behind Nike in the US market yet it lost its No. 2 position in the acutely focused U.S. sportswear advertise a year ago to Under Armor Inc., which expanded both clothing and footwear deals at its German adversary's cost. Nike has long held the top roost in U.S. offers of sweats and tennis shoes, with its Nike and Jordan brands representing more than 90% of the American business sector for basketball shoes. Be that as it may, both the footwear and attire divisions of Nike and Under Armor expanded their piece of the overall

If I had to choose between Nike or Under Armour I would more likely choose Nike because they offer better vibrant colors and better comfort for your feet. Under Armour shoes and cleats are not bad or nothing I would try both pairs but I would more likely stick to Nikes. I will stop talking about what I like and show you some similarities and differences in both Nike and Under armour cleats.

An enemies weak spots are natural targets and the flank attack focuses on attacking those natural weak spots through geographic dimensions and segmental dimensions. In this case, Under Armour uses the segmental dimension. The segmental dimension serves the market’s uncovered needs. As a matter of fact, according to the Flank strategy, the purpose of marketing is to discover needs and satisfy them. This is exactly what Under Armour has done and what it continues to do. It has been the fuel that steers this ship to success. Under Armour is deliberately planning its future according to its consumer base. For example, Under Armour is has recently entered the cross-training footwear market by releasing a very specific product which I will explain later in the paper. When CEO Kevin Plank was asked as to why he was pursuing the cross-training category, his answer was simple: “It’s the same reason we went after football cleats, because our customer asked us for it.” (Olson 2008) This marketing concept has not only helped Under Armour grow exponentially, but it has helped Under Armour separate itself from other sportswear giants like Nike. Nike’s philosophy which believes in telling the athlete what’s best for them portrays them as being the loud, stubborn, know-it-all type whereas Under Armour portrays themselves as the player-friendly coach, who listens to its player’s feedback and adjusts its game-plan accordingly.

Under Armour was founded in 1996 and is known as a leading developer, marketer, and distributor of branded performance apparel, footwear and accessories. Under Armour’s target market is athletes on the professional and collegiate level as well as consumers with active lifestyles. The company’s widely recognized brand is known for performance an authenticity, and is an alternative to traditional natural fiber products and non-performance apparel and footwear. The case analysis performed will evaluate the company’s vision and mission statement, internal and external situation, possible strategy options going forward, and recommendations for the company.

Our team has reviewed and compiled an assortment of financial statements and documents pertaining to the firm’s progress and financial position in comparison to its direct competitor, Nike. Through our financial analysis, we have identified potential areas of strength and weakness for Under Armour and Nike, which we plan to address and call to the attention of Under Armour’s management team.

Nike’s recent decline in market share and stock can be attributed to changing trends in consumer spending habits and apparel tastes. Nike can re-establish a competitive advantage in the short-run by implementing an innovative design team and brand ambassador. Long-run competitive advantage can be achieved by fully committing to a sustainable innovative business model or by incorporating innovative technology trends into their retail structure.

Nike, Inc. Is involved in the design, enlargement and universal marketing and vending of footwear, equipment, attire, accessories and services. Nike has a solid worldwide brand which everybody will know by its logo. Due to the Powerful brand, the company can be seen as manipulative and insatiable, That is the biggest weakness of Nike , However The business could likewise be produced universally, expanding upon its solid worldwide brand identification and the product development offers Nike many opportunities (Friesner, 2014). Nike is threaded by presenting itself to