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Under ArmourHolly Kogachi, Sophie Jacobs, Saad Khan
We are leaders, teammates and innovators. We are Under Armour.
Who are we?
Leadership
MissionTo make all athletes better through passion,
design and the relentless pursuit of innovation.
vision statementEmpower athletes everywhere.
- The athletic apparel industry is dominated by a small number of large firms
Nike, Under Armour and Adidas
- To stay competitive the firms must constantly innovate and create
- The firms use strategic partnerships and endorsements by professional athletes to increase brand awareness
Industry
Product innovation
- Profit margin has been growing steadily year after year - Stock increased by 63% last year
sales
Strategic acquisitionsMapMyFitness, MyFitnessPal, Appmaker: Endomondo for a total of $700 mil
Heavy investment spending
Poor market share Nike: 60%
Adidas: 11% Under Armour: 7%
strengths weaknesses
threatsOpportunitiesCompetition with Nike
!
Poor endorsement decisions
Advertising
Innovation
Footwear
Overseas expansion
Women and Children
Stephen Curry Tom Brady Lindsey Vonn Jordan Speith
Strategic historySince its inception, Under Armour
has pursued a differentiation strategy.
ChallengesUnder Armour has 3 major challenges to overcome in order to grow successfully.
- Have greater product development
- Opportunity to take advantage of a strength
- Appeal to women
- Opportunity to overcome a weakness
- Become an internationally recognized brand
- Opportunity to neutralize environmental threats
RecommendationsTo have greater product development, Under
Armour should invest more money in R&D and advertising shoes and wearable technology.
To appeal more to women, Under Armour should restructure its organization to allow women to have more input in product design and advertising.
recommendations
To become an internationally recognized brand, Under Armour should open stores overseas and seek more celebrity endorsements in prominent male and female athletes.
Recommendations
“You need to put your hands around the throat of your business, and you need to run it. There’s no other way.”
Kevin Plank Founder, Under Armour