Under Armour Analysis: A Guide for Business Students

Under Armour is a well-known brand of sportswear and accessories that has changed the sports industry with its new ideas. Business students who want to learn more about the industry need to know about the company’s history, mission, products, market position, and main competitors. In this thorough analysis, we’ll look at Under Armour’s profile and give a thorough analysis of the company.

Under Armour is an American company that has been around since 1996. Kevin Plank started it. Athletes and fitness fans all over the world use the company’s products, which focus on new ideas, performance, and style.

Business students need to understand company analysis because it gives them valuable information about how a company works and what strategies it uses. By looking at a company like Under Armour, students can learn about the problems and opportunities that businesses in the sports industry face, as well as what makes a business successful.

Company Profile

Company History

Kevin Plank, who used to play college football, started Under Armour in 1996. At first, the company’s main goal was to make a sweat-wicking T-shirt for athletes. However, it later grew to include shoes, accessories, and fitness technology. Today, Under Armour is one of the biggest companies in the world that makes sports clothes and accessories. The company focuses on new ideas, performance, and style.

Vision, Mission, and Core Values

Under Armour’s vision is to “empower athletes everywhere.” The company’s mission is to “make all athletes better through passion, design, and the relentless pursuit of innovation.” Under Armour’s core values include authenticity, innovation, inspiration, and teamwork.

Products and Services

Under Armour offers a wide range of sports apparel and accessories, including clothing, shoes, bags, and accessories. The company’s products are designed for athletes and fitness enthusiasts, with a focus on performance, comfort, and style. Under Armour also offers fitness technology products, such as the UA Record app and wearable fitness devices.

Industry and Market Position

Under Armour operates in the sports apparel and accessories industry, which is highly competitive and dominated by large players such as Nike and Adidas. Under Armour has established itself as a leading brand in the industry, with a focus on innovation, performance, and style. The company has also expanded into other areas such as fitness technology, which has helped it diversify its revenue streams.

Key Competitors

Under Armour’s key competitors in the sports apparel and accessories industry include Nike, Adidas, Puma, and Reebok. These companies compete with Under Armour in areas such as product innovation, marketing, and brand recognition. However, Under Armour has established itself as a leading brand in the industry, with a focus on innovation, performance, and style.

SWOT Analysis on Under Armour

Here’s a SWOT analysis of Under Armour:

Strengths

1. Strong brand recognition: Under Armour is a well-known brand in the sports industry, with a focus on innovation, performance, and style.
2. Diverse product portfolio: Under Armour offers a wide range of sports apparel and accessories, including clothing, shoes, bags, and accessories, as well as fitness technology products.
3. Innovation: Under Armour has a reputation for innovation, with a focus on developing new products and technologies that meet the needs of athletes and fitness enthusiasts.
4. Endorsements and partnerships: Under Armour has established partnerships with high-profile athletes and sports teams, which has helped it build brand recognition and credibility.

Weaknesses

1. Dependence on the North American market: Under Armour’s sales are heavily dependent on the North American market, which makes it vulnerable to economic downturns and changes in consumer behavior.
2. Limited international presence: Under Armour has limited international presence compared to its competitors, which limits its growth potential in global markets.
3. Price sensitivity: Under Armour’s products are often priced higher than those of its competitors, which can make it less attractive to price-sensitive consumers.

Opportunities

1. Growth in international markets: Under Armour has the opportunity to expand its presence in international markets, particularly in countries with a growing sports industry.
2. Diversification of services: Under Armour has the opportunity to develop new revenue streams, such as fitness classes or subscription services.
3. Expansion into new product categories: Under Armour has the opportunity to expand into new product categories, such as outdoor gear or lifestyle apparel.

Threats

1. Intense competition: The sports apparel and accessories industry is highly competitive, with numerous global and local competitors.
2. Economic downturns: Economic downturns could impact the demand for sports apparel and accessories and impact Under Armour’s revenue streams.
3. Changing consumer behavior: Changes in consumer behavior, particularly related to preferences for sustainable and ethical products, could impact Under Armour’s reputation and sales.

Noteworthy Research Papers on Under Armour

Here are some noteworthy research papers on Under Armour:

1. “Under Armour: A Financial Analysis” by Ryan C. Fuhrmann. This paper provides a financial analysis of Under Armour, including an evaluation of the company’s revenue growth, profitability, and financial health.
2. “Corporate Social Responsibility in the Sports Apparel Industry: A Case Study of Under Armour” by Abigail G. Sweeney. This paper examines Under Armour’s corporate social responsibility practices, including efforts to reduce its environmental impact and improve labor conditions.
3. “The Impact of Endorsements on Brand Image: A Case Study of Under Armour” by Lauren N. Jones. This paper analyzes the impact of athlete endorsements on Under Armour’s brand image and reputation.

Essay Titles on Under Armour

Here are some potential essay titles related to Under Armour:

1. “The Evolution of Under Armour: From Moisture-Wicking T-Shirts to Fitness Technology”
2. Under Armour’s Marketing Strategy: A Case Study on Brand Building and Endorsements
3. “The Role of Innovation in Under Armour’s Success in the Sports Apparel Industry”
4. Under Armour’s Corporate Social Responsibility Practices: An Analysis of Environmental and Labor Initiatives
5. “Under Armour’s Global Expansion Strategy: Opportunities and Challenges”

Research Topics on Under Armour

1. Here are some potential research topics for further exploration:
2. The Impact of Under Armour’s Brand Image on Consumer Behavior”
3. The Role of Technology in Under Armour’s Product Development Strategy”
4. “The Effect of Under Armour’s Sponsorship Deals on Athlete Performance and Endorsement Value”
5. “The Relationship between Under Armour’s Financial Performance and Brand Recognition”
6. The Effectiveness of Under Armour’s Social Media Strategy in Building Brand Awareness and Consumer Engagement”

Frequently asked questions on Under Armour:

What is Under Armour?
Under Armour is an American sports apparel and accessories company that was founded in 1996 by Kevin Plank. The company offers a wide range of sports apparel and accessories, including clothing, shoes, bags, and accessories, as well as fitness technology products.

What is Under Armour’s mission?
Under Armour’s mission is to “make all athletes better through passion, design, and the relentless pursuit of innovation.”

What are Under Armour’s core values?
Under Armour’s core values include authenticity, innovation, inspiration, and teamwork.

What is Under Armour’s market position?
Under Armour is a leading brand in the sports apparel and accessories industry, with a focus on innovation, performance, and style. However, the company faces intense competition from other global and local competitors.

What are some challenges faced by Under Armour?
Under Armour faces challenges related to dependence on the North American market, limited international presence, and price sensitivity. The company also faces threats from intense competition, changing consumer behavior, and economic downturns.

How does Under Armour address these challenges?
Under Armour is addressing challenges related to dependence on the North American market by expanding its presence in international markets. The company is also focusing on innovation and product diversification to stay competitive in the industry.

What is Under Armour’s approach to corporate social responsibility?
Under Armour has a commitment to corporate social responsibility, with initiatives focused on environmental sustainability and labor conditions in its supply chain. The company has also established partnerships and programs aimed at promoting physical fitness and health in local communities.

Conclusion

Under Armour is a well-known company that makes sportswear and accessories. It has become a top brand in its field. Business students who want to learn more about the sports industry should learn about the company’s profile, strengths, weaknesses, opportunities, and threats. In this guide, we’ve given a full overview of Under Armour’s profile, done a SWOT analysis of the company, and listed some good research papers, essay titles, and research topics about the company.

Company analysis is an important tool for business students who want to learn more about how a business works and what strategies it uses. By looking at a company like Under Armour, students can learn about the problems and opportunities that businesses in the sports industry face, as well as what makes a business successful. Company analysis also gives useful information about specific industries and markets, which can help students learn more about the economic and social trends that affect businesses as a whole.

Further Reading

Here are some recommended books, articles, or case studies on Under Armour:

1. “Shoe Dog” by Phil Knight. This book provides an in-depth look at the founding and early history of Nike, one of Under Armour’s key competitors in the sports industry.
2. “Under Armour: A Case Study in Growth, Strategy, and Branding” by John A. Davis et al. This case study examines Under Armour’s growth strategy and brand building efforts, including its focus on innovation and athlete endorsements.
3. “Corporate Responsibility Report” by Under Armour. This report provides an overview of Under Armour’s corporate social responsibility practices, including efforts to reduce its environmental impact and improve labor conditions in its supply chain.
4. “The Future of Sports Apparel: Under Armour’s Strategy” by Trefis Team. This article analyzes Under Armour’s strategy for growth and expansion, including its focus on international markets and product diversification.
5. “Under Armour’s Digital Transformation: Using Technology to Drive Innovation and Growth” by Andrew Cave. This article examines Under Armour’s approach to digital transformation and its use of technology to drive innovation and growth in the sports industry.