High-quality apparels, innovative marketing strategies, broad portfolio of products, multiple distribution channels, exponential growth in revenues, increase in stock prices are all key strengths of Under Armour. The core competency of the company is the unparalleled range of high-quality T-shirt it offers, which keeps the athletes’ dryer, lighter and comfortable even in extreme weather conditions. Its key geographic locations are North America, EMEA, Asia Pacific and Latin America, each with revenue contributions of 76.5%, 9.4%, 8.7% and 3.6% respectively, in 2017. Under Armour is an American company producing apparels (sports and casual), footwear, and accessories. Precisely, Under Armour’s SWOT analysis is a niche evaluation model that assesses the internal and external factors and their impacts on the company's micro and macro environment. The SWOT/TOWS analysis is a structure, utilized to estimate a company's competitive stance by identifying its internal strategic factors like strengths and weaknesses, external strategic factors like opportunities and threats. Under Armour's mission statement reads “To make all athletes better through passion, design and the relentless pursuit of innovation.” The vision statement of Under Armour reads “To Empower Athletes everywhere”. The quality of product not only solved athletes’ problem but became Under Armour’s unique selling proposition or USP for which it continues to outstand in the market. As of 2020, Under Armour has a workforce of over 16,000 employees across its facilities.Īll athletes faced discomfort with their T-shirts that got soggy and uncomfortable on sweating Kelvin Plank being a football player himself, endeavored to solve this problem by designing T-shirts made up of a high -quality fabric that stayed dry and fresh even after absorbing sweat.
This award was received for the “Unlike any” campaign of Under Armour, where top 5 female athletes’ stories were recited as poetry. Under Armour won the Gold award in the 'Best Press Event' category of the 2018 Ex awards- the world’s largest recognition program for experiential marketing. which has strengthened their presence in the fitness training domain. They have acquired many fitness companies like MapMyFitness, Endomondo, MyFitnessPal, etc. In 2007, they opened their first branded retail store in Annapolis, Maryland.
In 1998, they moved to a new headquarter and warehouse in Baltimore. is a multinational firm founded in 1996 by Kevin Plank which sells sports shoes, accessories and apparel.
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