Unfortunately for Under Armour, it will remain a difficult hurdle because they are competing with two industry giants, Nike and Adidas. These companies are well established and have a long-standing history that allows them to capture a larger market share over UA. They are able to attain this through growth of their brand equity over time, efficient supply chains, and their ability to create value for stakeholders on a consistent basis. Over a four years period from 2011 to 2014, Under Armour has achieved a consistent increase in annual sales revenue from $1.47 billion in 2011 to $3.08 billion in 2014. Though this shows success and growth, it is substantially smaller compared to Nike, the industry leader with a $20.10 billion in 2011 to a $27.8 billion in 2014. Attempting to obtain a larger market share is an ambitious gesture however; UA must look at growth as a way of protecting themselves against companies like Nike and Adidas, as they pose a risk of pushing out smaller companies using their advantage over the market. Growth does not happen overnight, it is achieved with time and consistency. Some ways that UA can capitalize on achieving growth are: sports marketing, more efficient and effective supply chains, improved distribution networks, and creating more technologically advanced products through research and development (Daigle, Bowen, Dion, & Valentine,
Unfortunately for Under Armour, it will remain a difficult hurdle because they are competing with two industry giants, Nike and Adidas. These companies are well established and have a long-standing history that allows them to capture a larger market share over UA. They are able to attain this through growth of their brand equity over time, efficient supply chains, and their ability to create value for stakeholders on a consistent basis. Over a four years period from 2011 to 2014, Under Armour has achieved a consistent increase in annual sales revenue from $1.47 billion in 2011 to $3.08 billion in 2014. Though this shows success and growth, it is substantially smaller compared to Nike, the industry leader with a $20.10 billion in 2011 to a $27.8 billion in 2014. Attempting to obtain a larger market share is an ambitious gesture however; UA must look at growth as a way of protecting themselves against companies like Nike and Adidas, as they pose a risk of pushing out smaller companies using their advantage over the market. Growth does not happen overnight, it is achieved with time and consistency. Some ways that UA can capitalize on achieving growth are: sports marketing, more efficient and effective supply chains, improved distribution networks, and creating more technologically advanced products through research and development (Daigle, Bowen, Dion, & Valentine,