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Under Armour SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 02, 2023Read time:

Here is a detailed SWOT analysis of Under Armour covering strengths, weaknesses, opportunities and threats.

Under Armour Strengths

  1. Under Armour is a leading sports apparel company and expanding to various sports, it has increased its business manifold
  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 along with its apparel product line
  8. Under Armour invests in advertising and uses channels like social media, digital marketing, billboards, TV campaigns, print ads and sponsorships
  9. More than 10,000 employees are a part of the organization globally
  10. 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

  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.

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.

Under Armour Opportunities

  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

Above we covered the opportunities in Under Armour SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Under Armour Threats

  1. Competitors have higher global 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

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.

Hence this concludes the Under Armour SWOT analysis.

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


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

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.


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 which comprises of MBA students, management professionals, and industry experts. 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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