Under Armour Research Paper
The development axes
The Under Armour sales have soared to such level that the stated purpose of the Baltimore brand is to compete Nike which is the leader in sportswear sector. For now, Under Armour does not seem to make weight. Nike generates more than $ 20 billion worldwide when Under Armour declares a turnover 10 times less. Under Armour will have to catch up in the coming years with a new development strategy. Under Armour should want to seduce a new target which is not the most sensitive in the early edge of the "athletic" image that the brand would want to promote, Female. Nike and Adidas have made this decision at the turn of years of launching female collections to meet their needs. No more unisex outerwear, women could finally qualify for colors, fabrics and sizes that have being entirely devoted for them. The trend sport "wellness" with the breakthrough of fitness clubs, weight training and yoga only accentuate a phenomenon that is growing, sportswear combines with femininity. Under Armour which brand’s female branch did not represent great thing compared to the competitor, must wish to meet that demand as best as possible. Kevin Plank must want to recruit an artistic director who will be dedicated solely to female …show more content…
While its success is assured, competitors such as Nike and Adidas will never be ready to cede their number # 1 and No. 2 in favor of Under Armour in the United States and around the world even though they are seeing their sales decreased to the benefit of under Armour. However, Under Armour is far behind Nike on American soil. To grow and compete with larger groups, the brand will have to work on three important areas: its range of products for female, the footwear and expanding the brand internationally. By focusing on these three points, Under Armour will be much more seen often around the stadiums and gyms in the
The Under Armour sales have soared to such level that the stated purpose of the Baltimore brand is to compete Nike which is the leader in sportswear sector. For now, Under Armour does not seem to make weight. Nike generates more than $ 20 billion worldwide when Under Armour declares a turnover 10 times less. Under Armour will have to catch up in the coming years with a new development strategy. Under Armour should want to seduce a new target which is not the most sensitive in the early edge of the "athletic" image that the brand would want to promote, Female. Nike and Adidas have made this decision at the turn of years of launching female collections to meet their needs. No more unisex outerwear, women could finally qualify for colors, fabrics and sizes that have being entirely devoted for them. The trend sport "wellness" with the breakthrough of fitness clubs, weight training and yoga only accentuate a phenomenon that is growing, sportswear combines with femininity. Under Armour which brand’s female branch did not represent great thing compared to the competitor, must wish to meet that demand as best as possible. Kevin Plank must want to recruit an artistic director who will be dedicated solely to female …show more content…
While its success is assured, competitors such as Nike and Adidas will never be ready to cede their number # 1 and No. 2 in favor of Under Armour in the United States and around the world even though they are seeing their sales decreased to the benefit of under Armour. However, Under Armour is far behind Nike on American soil. To grow and compete with larger groups, the brand will have to work on three important areas: its range of products for female, the footwear and expanding the brand internationally. By focusing on these three points, Under Armour will be much more seen often around the stadiums and gyms in the