Under Armour

1. Under
ArmourHolly Kogachi, Sophie Jacobs, Saad Khan

2. We are leaders, teammates and innovators.
We are Under Armour.
Who are we?

3. Leadership

4. MissionTo make all athletes better through passion,
design and the relentless pursuit of innovation.
vision statementEmpower athletes everywhere.

5. - 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

6. Product
innovation

9. - 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

10. Heavy investment spending
Poor market share
Nike: 60%
Adidas: 11%
Under Armour: 7%
strengths weaknesses
threatsOpportunities
Competition with Nike
!
Poor endorsement decisions
Advertising
Innovation
Footwear
Overseas expansion
Women and Children

11. Stephen Curry Tom Brady Lindsey Vonn Jordan Speith

12. Strategic history
Since its inception, Under Armour
has pursued a differentiation
strategy.

13. Challenges
Under 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

14. RecommendationsTo have greater product development, Under
Armour should invest more money in R&D and
advertising shoes and wearable technology.

15. To appeal more to women, Under Armour
should restructure its organization to allow
women to have more input in product design
and advertising.
recommendations

16. To become an internationally recognized brand, Under Armour
should open stores overseas and seek more celebrity
endorsements in prominent male and female athletes.
Recommendations

17. “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