Under Armour: Sports Apparel Industry

Under Armour’s accomplishment over the last ten years has been nothing but remarkable. However, serious threats to the company growth should be a concern. Under Armour is strongly overlooking the fierce competition in the sports apparel industry that has the potential to seriously hold back the continued success of the company. For instance, the marketing strategy of Under Armour should face severe scrutiny as the company delivers a particularly wide-range of products, still they only focus on their football apparel for male athletes. Their product offerings target a sizeable market and have the aptitude to appeal to a much greater target market. Under Armour produces products for many sports, everything from hunting to lacrosse, yet these products are generally unheard-of.
There is very high possibility that current companies in the sports apparel industry might enter the performance apparel market in the future. Under Armour does not hold process or fabric patents over their products thus this issue presents a threat. Furthermore, there is always the potential threat of a newcomer coming out
The future success of Under Armour hangs on emerging their business outside of United States. However, this can be quite difficult because Europeans are less influenced by Under Armour traditional football and baseball marketing tactics. International sports such as running, soccer, and basketball are better received. The brand is not very well known for its footwear. While Under Armour has gotten terrific growth in its football and baseball categories throughout the past few years, it will need to focus on basketball, soccer, and running in the future in order to drive its footwear