Profile of Under Armour: a leader in compression performance apparel

Published by: Textiles Intelligence

Published: Mar. 1, 2008 - 9 Pages

Table of Contents

SUMMARY

INTRODUCTION

COMPANY DEVELOPMENT

PRODUCTS

SOURCING AND DISTRIBUTION

SALES AND MARKETING

FINANCIAL PERFORMANCE

OUTLOOK

List of tables

Table 1: Under Armour: key financial data, 2003-07

List of figures

Figure 1: Under Armour: sales by product category, 2007

Abstract

Under Armour is a relative newcomer to the performance apparel industry. The company entered the sports clothing business in 1996 by launching a high-tech, moisture wicking compression T-shirt. The shirt represented a major breakthrough. It propelled the company into dominance in the compression segment of an overcrowded sportswear market, thereby placing it well ahead of much larger rivals such as Nike. Indeed, Under Armour has been credited with helping to establish the compression segment of the market over the past decade. The development of a moisture wicking compression T-shirt laid the groundwork for the creation of a company with a strong culture of innovation. Such a culture has enabled Under Armour to greatly expand its product range, and hence to silence many who had asserted that company would be a one-hit wonder. In fact, Under Armour has carved a highly profitable niche for itself in the fiercely competitive sporting goods market, by creating products which live up to their promise of enhancing comfort and performance. The company has enjoyed explosive growth over the past decade, thanks in no small measure to its unique marketing and branding strategy and its exemplary customer service. Not surprisingly, it is optimistic about its prospects, and has projected that its sales and earnings will grow by 20-25% per annum over the long term.

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.