Under Armour Marketing Analysis

Since its foundation in 1996, the Under Armor of Kevin Planck is rapidly expanding. It exceeds the sports giant like Nike and Adidas, and has inherited the high-performance apparel market in the United States. The company expanded beyond the line of performance apparel and launched products such as footwear and casual wear. Under Armor has huge supporters in the United States, but especially in Europe, we face many difficult obstacles in entering overseas markets.

The SWOT analysis clearly outlines the advantages, disadvantages, threats and opportunities that Under Armor faces. In this analysis, the company's Under Armor and the industry-wide internal environment and the external environment are mixed deeply. (See Appendix 5 for the SWOT analysis diagram). Benefit: Under Armor is a leader who provides high-tech underwear to athletes who make high moisture-emissive fabrics that utilize innovative technology, high quality garments, brand loyalty to meet the needs of narrow target markets . They use technology to create opportunities, refine product differentiation to cope with changing industrial pressures, never lose market share to replace products. As a result, Under Armor has a higher share of market share than competitors.

In 1996, Under Armor entered the sports market by recreating this humble T shirt. Now, the powerful brand Under Armor is promoting the development of high performance sports equipment. Therefore, as the company celebrates its 20th anniversary, the UA Innovation Team has gained attention from brand performance training shoes. The team wanted to design lightweight, stable and cushioned shoes to support athletes during the most intense training. The team brings many innovative technologies, such as build designs and 3D prints, to the new UA Architech.