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Under Armour, Inc.: High growth company with a bright future

Under Armour, Inc.: High growth company with a bright future


Under Armour has grown to become a $3bn business, generating significant profits in the process. However, the company does face a number of challenges. Its origins as a supplier of performance apparel continue to be seen, as the company exhibits an ongoing overreliance on apparel, a segment that accounts for almost 75% of revenue, while the vast majority of its business is in North America.

Features and benefits

  • Learn about Under Armour's origins and how it has become a major player in the performance apparel industry.
  • In-depth analysis of Under Armour's recent financial performance compared to its closest rivals
  • Explores Under Armour's 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.

In order to achieve success as a performance apparel brand, Under Armour has focused almost exclusively on the sports industry. As part of this sport-focused strategy, the company has entered the world of mainstream sport by way of endorsement and exclusive outfitter deals covering a wide range of sports. Much of this is focused in North America.

The company has begun to branch out in to sports such as rugby and soccer as it looks to boost its brand appeal on a more global scale. Since its inception in 1996, Under Armour has gradually increased its product range as it looks to reduce its reliance on apparel. This strategy remains a central part of the company’s plans.

Under Armour's story is one of great success. It has undergone rapid growth and has developed its presence across a range of product lines and geographies. There however remains great potential for further expansion as the company looks to reduce its reliance on the North American market and enter new product categories like wearable technology.

Your key questions answered
  • What is Under Armour and what does it sell?
  • How has Under Armour established itself in the sports market?
  • How does Under Armour's financial performance compare to that of Nike and adidas?
  • What future growth opportunities might Under Armour look to exploit?

Under Armour: The Origins
Rapidly growing, profitable multi-billion dollar business
Profitable growth
Reliance on apparel segment
Dependence on North America
Darling of the stock market
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 Armour's 'womanifesto' targets the female market
Gradual product & geographical diversification key to success
Product diversification: From apparel to footwear to accessories
Remains North America centric but increasingly global
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 & entry to new markets
Under Armour could learn from Nike's golfing experience
Further acquisition targets: lululemon?
Under Armour's success story set to continue
Further Reading
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