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Under Armour
STRENGTHS
• ENDORSEMENTS
• BRAND RECOGNITION
• PRODUCT DIVERSITY
WEAKNESSES
• HIGH COMPETITION
• NO STANDOUT PRODUCT/ TOP SELLER
• SMALL LINE OF FOOTWEAR
OPPORTUNITIES
• INTERNATIONAL EXPANSION
• ADVANCEMENT/ PARTNERSHIPS IN SPORTS
• EXPAND TOWARDS FEMALE
THREATS
• COMPETITORS
• 2014 OLYMPIC CONTROVERSY
• ENDORSE IRRESPONSIBLE ATHLETES
POLITICAL
• FOREIGN DIRECT INVESTMENT POLICIES
• NYSE: UA
• CHINA
ECONOMIC
• INCREASE COST OF RAW MATERIAL AND RESOURCES
• INFLATION IN CHINA
• GROWTH OF PERFORMANCE APPAREL INDUSTRY
SOCIAL
• SPORT PARTICIPATION IS A KEY ASPECT OF U.S. CULTURE
• OBESITY RATES IN U.S.
• QUALITY OVER PRICE
TECHNOLOGICAL
• INCREASE IN E-COMMERCE
• TECHNOLOGY IN PRODUCTS
• INTELLECTUAL PROPERTY RIGHTS
“PROTECT THIS HOUSE”
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