Under Armour SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Under Armour analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Under Armour SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Under Armour to benchmark its business & performance as compared to the competitors and industry. As of 2020, Under Armour is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Under Armour competitors and includes Under Armour target market, segmentation, positioning & Unique Selling Proposition (USP).

Under Armour SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Under Armour Brand Analysis
Parent Company

Under Armour


Clothing, footwear, sports equipment, accessories


Lifestyle and Retail

Tagline/ Slogan

Protect This House


Under Armour has an untiring pursuit of innovation and passion in its products to make athletes feel better

Under Armour STP
Under Armour Segmentation

Athletes and sports wear enthusiasts

Under Armour Target Market

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

Under Armour Positioning

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

Under Armour SWOT Analysis
Under Armour Strengths

Below are the Strengths in the SWOT Analysis of Under Armour:

1. Under Armour 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. 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.

4. 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 ensure billion dollar turnovers for the company

6. Increasing share price of Under Armour boosts investor confidence

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

Under Armour Weaknesses

Here are the weaknesses in the Under Armour SWOT Analysis:

1. Relatively new company with limited stores and presence in few markets.

2. 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.

Under Armour Opportunities

Following are the Opportunities in Under Armour SWOT Analysis:

1. 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.

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.

4. Tapping online shopping can be a big boost for Under Armour

Under Armour Threats

The threats in the SWOT Analysis of Under Armour are as mentioned:

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 compared to global apparel & footwear brands

Under Armour Competition

Below are the top 12 Under Armour competitors:

1. Nike

2. Reebok

3. New Balance

4. Converse

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Adidas

10. Umbro

11. Woodland

12. Asics

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Under Armour. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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