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Under Armour: The Rising Sports Apparel Leader

Under Armour: The Rise of a Sports Apparel Giant

When we think of sports apparel and equipment, brands like Nike and Adidas immediately come to mind. However, in recent years, Under Armour has emerged as a major player in the industry.

Founded in 1996 by Kevin Plank, Under Armour has quickly garnered a reputation for producing high-quality athletic wear and gear.

History and Background

Kevin Plank was a football player at the University of Maryland and noticed that the cotton t-shirts he wore under his pads became heavy and uncomfortable with sweat. Plank’s solution was to create a moisture-wicking shirt made from synthetic materials that would keep athletes comfortable during intense workouts.

Thus, Under Armour was born.

Products and Services

Under Armour produces a wide range of sports apparel and equipment, including running shoes, golf shoes, and hoodies. They offer products for men, women, and children in a variety of sizes and styles.

In addition to athletic wear, Under Armour also makes equipment such as football helmets and lacrosse sticks.


Under Armour’s main competitors in the sports apparel and equipment industry are Nike and Adidas. Nike is the leading brand, with a market share of over 27%, while Under Armour holds just over 3%.

Adidas, in comparison, holds just under 14% of the market.

SWOT Analysis of Under Armour

A SWOT analysis provides an overview of a company’s strengths, weaknesses, opportunities, and threats.


Under Armour has a diverse product portfolio that includes both apparel and equipment. In addition, they have strong distribution networks, with products available in over 170 countries.

Under Armour’s brand recognition has also grown significantly in recent years.


One weakness of Under Armour is their limited operating presence in certain regions. The company has been slow to adopt e-commerce, with online sales making up only a small percentage of their revenue.

Furthermore, Under Armour has high investment expenditure, which may limit their ability to invest in new products and services.


Under Armour can take advantage of opportunities by introducing new products and exploring collaborations. The company can also expand into international markets, where there is a growing demand for sports apparel and equipment.


There are several threats that could impact Under Armour’s success. One threat is increased political polarization, which could lead to boycotts and negative press.

Additionally, there is growing competition in the sports apparel and equipment industry, making it difficult for Under Armour to stand out. Market uncertainties and federal investigations could also have significant negative impacts on the company’s operations.

In Conclusion

As Under Armour continues to grow, it will be essential for the company to remain innovative, expand into new markets, and build strong partnerships. While there are challenges ahead, there are also opportunities for the brand to expand its reach and become a household name in sports apparel and equipment.

In conclusion, Under Armour has become a major player in the sports apparel and equipment industry, offering diverse products and strong brand recognition. Although the company faces challenges such as limited operating presence and increased competition, there are also opportunities for growth and expansion, such as through collaborations and entering international markets.

As the company continues to innovate and evolve, it will be important to remain aware of the industry’s dynamics and threats. However, Under Armour’s success thus far suggests that with strategic planning and execution, the company can continue to thrive in the fast-paced world of sports apparel and equipment.

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