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- Learn about Under Armours origins and how it has become a major player in the performance apparel industry.
- In-depth analysis of Under Armours recent financial performance compared to its closest rivals
- Explores Under Armours focus on sport strategy, with particular attention to its endorsement efforts
- Looks at what the future may hold as Under Armour looks to reduce its reliance on performance apparel and on the North American market.
Reasons To Buy
What is Under Armour and what does it sell?
How has Under Armour established itself in the sports market?
How does Under Armours financial performance compare to that of Nike and adidas?
What future growth opportunities might Under Armour look to exploit?
Table of Contents
RAPID GROWTH FUELLED BY APPAREL SALES
Under Armour: The Origins
Rapidly growing, profitable multi-billion dollar business
Reliance on apparel segment
Dependence on North America
Darling of the stock market
SUCCESS BUILT ON SPORT AND DIVERSIFICATION
Under Armour: A performance apparel brand
Endorsements in US-centric sports
Move away from US-centric sports
Under Armour tentatively enters soccer market
Moving in to rugby via Wales
Endorsement strategy reflected in marketing costs
Under Armour: Not a lifestyle brand
Under Armours womanifesto targets the female market
Gradual product and geographical diversification key to success
Product diversification: From apparel to footwear to accessories
Remains North America centric but increasingly global
A FUTURE FILLED WITH OPPORTUNITY
Great scope for geographical expansion
China is at the forefront of Asian expansion plans, India also potential boom market
Latin America a key growth region
Cautious approach based on distribution agreements in Europe
Expand existing product categories, rollout new ones
Promising future for Under Armour footwear
Potential future as equipment manufacturer
Under Armour: A player in wearable technology
Under Armour as a lifestyle brand remains a remote possibility
Further acquisitions could aid growth and entry to new markets
Under Armour could learn from Nikes golfing experience
Further acquisition targets: lululemon?
Under Armours success story set to continue
Ask the analyst
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