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.

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

- 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

Stephen Curry Tom Brady Lindsey Vonn Jordan Speith

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

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