Under Armour SWOT Analysis
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:
Quick Glance:
Under Armour Strengths
- 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.
Read more about Under Armour
Under Armour Opportunities
- 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.
Read Similar SWOT analysis
Hence this concludes the Under Armour SWOT analysis.
Continue reading more about the brand/company.
About Under Armour
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Under Armour Overview | |
|---|---|
| Parent Company |
Under Armour |
| Category |
Clothing, footwear, sports equipment, accessories |
| Sector | |
| Tagline/ Slogan |
Protect This House |
| USP |
Under Armour has an untiring pursuit of innovation and passion in its products to make athletes feel better |
| Under Armour STP | |
| Segmentation |
Athletes and sports wear enthusiasts |
| Target Market |
Premium and stylish sports wear targeting individuals who seek comfort as the prime factor along with style during athletic activities. |
| Positioning |
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.
Browse marketing analysis of more brands and companies similar to Under Armour. This section covers SWOT Analysis along with Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.
Continue Reading:
The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute
