Swot Analysis Of Under Armour

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Under Armour Organization Design Derrick Prempeh Benedictine University To understand the success of Under Armour, it is important to understand the creative beginnings of the organization. Kevin Plank, founder of Under Armour, knew that performance apparel would revolutionize the athletic gear industry. As a former student football player for the University of Maryland, Plank experienced first-hand the discomfort of undergarments during practices and games. He would have an idea to use polyester-blend fabrics to create tight fitting t-shirts and undergarments that would be cooler in strenuous activities during high temperatures. By networking with teammates and coaching staffs, Plank was able to grow the brand very rapidly. As…show more content…
Nike has been in the sports wear industry since 1968. As the leader in the sports apparel industry with sales amounting to $32.4 billion in 2016, it is considered Under Armour’s biggest threat. The market is highly competitive and Nike has greater financial, distribution, marketing and other resources that make the competition very intense. Although Under Armour has a fair share of prominent athletes to promote the brand, Nike has over 1,000 professional with endorsement deals currently. In addition, the company had most of its endorsement contracts with soccer athletes due to the sport’s worldwide appeal. The Adidas Group maintained a stronghold as the global leader in sporting goods as largest manufacture in Europe and second largest in the world. As the oldest sport shoe manufacturer in world, the company is well known throughout the globe due their beginnings in soccer…show more content…
The amount of time Nike and Adidas have been in the sports apparel industry is greater than Under Armour by decades. In addition, both companies have higher total annual sales than Under Armour with Nike accruing $31 billion, Adidas accruing $16 billion and Under Armour totaling $4 billion. The Under Armour brand was ranked #5 in the “Forbes Fab 40: The World’s Most Valuable Sports Brands 2014” behind Nike (#1) and Adidas (#3) (Soni, 2014). Under Armour must continuously become innovative and creative when marketing products to keep the brand relevant in the industry. The marketing team of Under Armour constantly adds new, young professional athletes to long-term endorsement deals to secure advertising strength for future

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