Under Armour SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 11793

SWOT Analysis of Under Armour with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Under Armour

Parent Company

Under Armour


Clothing, footwear, sports equipment, accessories


Lifestyle and Retail

Tagline/ Slogan

Protect This House


Untiring pursuit of innovation and passion in its products to make athletes feel better

Under Armour STP


Athletes and sports wear enthusiasts

Target Group

Premium and stylish sports wear targeting individuals who seek comfort as the prime factor along with style during athletic activities.


Positioned as a brand, every product of which does something for you, that is makes you feel better.

Under Armour SWOT Analysis


1. The company is expanding to other sports, it has huge potential to expand since it’s a new company.
2. 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.
3. A strong community involvement with programs like UA Give Back with different branches like UA Power in Pink, UA Freedom and UA Win Global.
4. Recent 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.

5. High and constant growth in revenues with the Third Quarter revenue reaching $1.2 Billion, being the first billion-dollar quarter for the company.

6. Increase in share price which boosts investor confidence.

7. Shoes are the fastest growing product line of Under Armour.


1.Relatively new company with limited stores and presence in few markets.
2. High prices of the products hence targeting only niche customers.
3. 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.
4. Recall of Under Armour Defender chin straps which pose a laceration hazard.


1.Since innovation is the backbone of the products of the company, with its constant innovation it can extend its product line to increase the benefits offered and attract more consumers.
2. Huge potential since the company is a relatively new company, it can expand to unexplored markets in Asia, Europe and Australia.
3. 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.


1.Competitors like Adidas and Nike have high brand recognition and recall with high customer base globally which is a major threat for Under Armour.
2. Some products like chin straps or athletic cups which may cause injury to the athletes are very sensitive and can harm the brand name.
3. Brand awareness is still low since its just a 19 year old company.

Under Armour Competition


1. Adidas

2. Nike

3. Converse

4. Fila

5. Puma

The brandguide table above concludes the Under Armour SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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