Published in Lifestyle and Retail category by MBA Skool Team
Under Armour is one of the leading brands in the lifestyle and retail sector. Under Armour SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Under Armour:
Under Armour is a leading sports apparel company and expanding to various sports, it has increased its business manifold
The prime feature what differentiates the company’s products from its competitors is the innovation in the highly engineered products which make the athletes feel better in weather extremes.
Under Armour has a strong community involvement with programs like UA Give Back with different branches like UA Power in Pink, UA Freedom and UA Win Global.
Acquisitions of digital app maker MapMyFitness , the calorie and nutrition app MyFitnessPal and fitness app maker Endomondo further diversify the revenue sources of the company.
High and constant growth in revenues ensure billion dollar turnovers for the company
Increasing share price of Under Armour boosts investor confidence
Shoes are the fastest growing product line of Under Armour along with its apparel product line
Under Armour invests in advertising and uses channels like social media, digital marketing, billboards, TV campaigns, print ads and sponsorships
More than 10,000 employees are a part of the organization globally
The company has annual revenues in the range of $5 billion
Above are the strengths in the SWOT Analysis of Under Armour. The strengths of Under Armour looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Under Armour Weaknesses
Relatively new company with limited stores and presence in few markets.
Consumer Products Safety Commission of the US announces a voluntary recall of Under Armour brand athletic cups which might break when hit causing serious injury.
These were the weaknesses in the Under Armour SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Since innovation is the backbone of the products of Under Armour, with its constant innovation it can extend its product line to increase the benefits offered and attract more consumers.
Huge potential since the company is a relatively new company, it can expand to unexplored markets in Asia, Europe and Australia.
Kids comprise the largest consumer market in terms of sports apparel, team gear and equipment and the company’s partnership with NBA league will create high brand visibility for the viewers who are mostly kids.
Tapping online shopping can be a big boost for Under Armour
Above we covered the opportunities in Under Armour SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Under Armour Threats
Competitors have higher global brand recognition and recall with high customer base globally which is a major threat for Under Armour
Some products like chin straps or athletic cups which may cause injury to the athletes are very sensitive and can harm the brand name.
Brand awareness is still low compared to global apparel & footwear brands
The threats in the SWOT Analysis of Under Armour are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
Under Armour has an untiring pursuit of innovation and passion in its products to make athletes feel better
Under Armour STP
Athletes and sports wear enthusiasts
Premium and stylish sports wear targeting individuals who seek comfort as the prime factor along with style during athletic activities.
Under Armour is positioned as a brand, every product of which does something for you, that is makes you feel better.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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