Name: Comprehensive SWOT Analysis Of Under Armour - 2025 Edition
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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><h2><b>About Under Armour</b></h2><p><img decoding="async" class="wp-image-256102 alignnone size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736882354019-fe0dc4c11b6c770a55d8f16447ca2414.webp" alt="SWOT Analysis of Urban Armour - Kevin Plank - The Founder of Under Armour" width="581" height="349" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-Kevin-Plank-The-Founder-of-Under-Armour.pngw3.webp 581w, https://iide.co/wp-content/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-Kevin-Plank-The-Founder-of-Under-Armour-480x288.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 581px, 100vw"><br><b>(Kevin Plank – The Founder of Under Armour, Source: nytimes)</b></p><p><span style="font-weight: 400;">Under Armour, Inc. is a USA-based sports equipment company that manufactures sports and casual apparel and has a wide base of the product range. The company was incorporated on September 25, 1996, by Kevin Plank. </span><span style="font-weight: 400;">When Kevin Plank was a 24 year old he used to captain the former special football teams of the University of Maryland.</span></p><p><span style="font-weight: 400;">The products are designed to adapt to weather conditions. It has reached all across the globe and the transformation in Under Armor has made it </span><a href="https://www.forbes.com/sites/peterhigh/2017/09/18/under-armour-is-now-the-largest-digital-health-and-fitness-company-on-earth/" rel="nofollow noopener noreferrer" target="_blank"><span style="font-weight: 400;">the largest digital fitness and Health Company</span></a><span style="font-weight: 400;"> worldwide. The brand has survived a lot of competition because of its wide product range and having premium quality clothes.</span></p><p><span style="font-weight: 400;">With the launch of Under Armour fitness apps, the company has become one of the world’s largest fitness companies and has become a leader in the sports gear business.</span></p><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><table class="dcf-table dcf-table-bordered dcf-table-striped"><caption><strong>Quick Stats on Under Armour</strong></caption><tbody><tr><th scope="row">Founder</th><td data-label="Founder">Kevin Plank</td></tr><tr><th scope="row">Year Founded</th><td data-label="Year Founded">1996</td></tr><tr><th scope="row">Origin</th><td data-label="Origin">Maryland, U.S.</td></tr><tr><th scope="row">No. of Employees</th><td data-label="No. of Employees">16,400+</td></tr><tr><th scope="row">Company Type</th><td data-label="Company Type">Public</td></tr><tr><th scope="row">Market Cap</th><td data-label="Market Cap">$ 9.794 Billion (2021)</td></tr><tr><th scope="row">Annual Revenue</th><td data-label="Annual Revenue">$ 5.3 Billion (2021)</td></tr><tr><th scope="row">Net Income/ Profit</th><td data-label="Net Income/ Profit">$ 92.14 Million (2021)</td></tr></tbody></table></div><div data-bglz="1" class="dcf-overflow-x-auto" tabindex="0"><p><img decoding="async" class="wp-image-256101 alignnone " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736882354944-a5bb896afae090d180d0a318f54b0f88.webp" alt="SWOT Analysis of Urban Armour - An Under Armour Retail Store" width="551" height="341" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-An-Under-Armour-Retail-Store.pngw3.webp 551w, https://iide.co/wp-content/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-An-Under-Armour-Retail-Store-480x297.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 551px, 100vw"><br><b>(An Under Armour Retail Store, Source: Footwearnews)</b></p><h3><b><br>Products of Under Armour</b></h3><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Facemasks</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Footwear</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Sportswear</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Clothing</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Toiletries</span></li></ul><h3><b><br>Competitors of Under Armour</b></h3><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Reebok</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">ASICS</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">New Balance&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">PUMA&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Adidas&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Nike</span></li></ul><p><span style="font-weight: 400;">After understanding the core of the company, let us now proceed to the SWOT analysis of Under Armour.</span></p><h2><b>SWOT Analysis of Under Armour</b></h2><p><span style="font-weight: 400;">SWOT (Strengths, Weaknesses, Opportunities, and Threats) Analysis is a famous method that is used to evaluate a company’s position and helps them in developing strategic planning. SWOT Analysis helps the companies in finding out internal and external factors, and also helps them in looking for the prospects for the company.</span></p><p><span style="font-weight: 400;">To better understand the SWOT analysis of Under Armour, refer to the infographic below:</span></p><p><img decoding="async" class="wp-image-256078 aligncenter size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736882356477-f7f63c5d6b1f2e458f68161249f6dca4.webp" alt="SWOT Analysis of Urban Armour - SWOT Infographics of Urban Armour" width="750" height="500" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-SWOT-Infographics-of-Urban-Armour.pngw3.webp 750w, https://iide.co/wp-content/uploads/2021/12/SWOT-Analysis-of-Urban-Armour-SWOT-Infographics-of-Urban-Armour-480x320.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 750px, 100vw"></p><p><span style="font-weight: 400;">So let us first start by looking at the strengths of Under Armour from the SWOT analysis of Under Armour.</span></p><h3><b>Strengths of Under Armour</b></h3><p><span style="font-weight: 400;">An organization’s capabilities that give it an advantage in increasing and capturing its market share, attracting more customers, and maximizing profits are referred to as its strengths. Following are Under Armour’s strengths:</span></p><ul><li style="font-weight: 400;" aria-level="1"><b>Presence in the Market:</b><span style="font-weight: 400;"> Under Armour is a leading sports apparel company and expanding to various sports, it has increased its business manifold. This gives Under Armour the advantage of brand awareness, brand reputation and therefore enhances customer relations and develops strong relations with them.</span></li><li style="font-weight: 400;" aria-level="1"><b>Recognition from Sportcelebs:</b><span style="font-weight: 400;"> Under Armour is famous in the NBA community. Most of the basketball players such as Steph Curry recently promoted the Under armour commercial after </span><a href="https://fansided.com/2021/12/14/steph-curry-under-armour-commercial-record/" rel="nofollow noopener noreferrer" target="_blank"><span style="font-weight: 400;">setting the NBA 3-point record</span></a><span style="font-weight: 400;">.</span></li><li style="font-weight: 400;" aria-level="1"><b>Best Quality:</b><span style="font-weight: 400;"> Under Armour believes in providing the best it can offer and hence never compromises on the quality of its products which adds to another strength of the company.</span></li></ul><p><img decoding="async" class="wp-image-256103 alignnone size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736882357296-7cb3ba260e60df752c71b4939738e5c3.webp" alt="SWOT Analysis of Under Armour - Under Armour 3 Applications" width="400" height="367" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/12/UAacquire.pngw3.webp 400w, https://iide.co/wp-content/uploads/2021/12/UAacquire-300x275.png 300w, https://iide.co/wp-content/uploads/2021/12/UAacquire-150x138.png 150w" sizes="(max-width: 400px) 100vw, 400px"><br><b>(Under Armour 3 Applications, Source: GeekWire)</b></p><ul><li style="font-weight: 400;" aria-level="1"><b>App-Store Management:</b><span style="font-weight: 400;"> Under Armour have 3 applications for the fitness lover. MapMyFitness &amp; MyFitnessPal work as a calorie and nutrition app and Endomondo for fitness &amp; body makers. These applications are helping Under Armour to enhance its revenue potential and this is only possible by </span><a href="https://iide.co/online-digital-marketing-certification/"><span style="font-weight: 400;">optimizing the apps</span></a><span style="font-weight: 400;"> on the play store &amp; iOS based on app icons, titles, descriptions, screenshots, preview videos and much more.&nbsp;</span></li><li style="font-weight: 400;" aria-level="1"><b>Good Suppliers Relations:</b><span style="font-weight: 400;"> Under Armour has good relations with their suppliers and hence they have the best source of raw material to manufacture the best quality of products. Good Suppliers also help the organization to get raw materials at a lower cost and so the company can increase its margins and profits.</span></li><li style="font-weight: 400;" aria-level="1"><b>Well-managed System:</b><span style="font-weight: 400;"> Under Armour has a well-established and well-managed system that ensures efficiency in their internal as well as external working.</span></li><li style="font-weight: 400;" aria-level="1"><b>Good Product Portfolio:</b><span style="font-weight: 400;"> Under Armour has a large product portfolio where it provides products in a large range of categories. It also has a good number of products that other competitors lack in providing them.</span></li></ul><h3><b><br>Weaknesses of Under Armour</b></h3><p><span style="font-weight: 400;">Whenever a company is recognized with its strengths, there are always going to be some weaknesses as well. Let’s check them out.</span></p><ul><li style="font-weight: 400;" aria-level="1"><b>High Investment Expenditure:</b><span style="font-weight: 400;"> A lot of risks have been taken by the company by doing huge and risky investment expenditures in the past three years. These investments can be beneficial from a long-term perspective but in the short run, these investments will affect the revenues of the company. It has also greatly impacted its ability for some new acquisitions.</span></li><li style="font-weight: 400;" aria-level="1"><b>Expansion Strategies:</b><span style="font-weight: 400;"> Under Armour focused on direct-to-consumer sales as its long-term growth opportunity instead of online sales and hence it was not able to capture the larger online market. If they work on this online segment then it can greatly boost the company’s growth and revenues.</span></li><li style="font-weight: 400;" aria-level="1"><b>Low Market Penetration:</b><span style="font-weight: 400;"> Under Armour has very low market penetration and it has affected its market share as well. It is very low as compared to other competitors in the industry and this is the main reason why the company is lagging.</span></li><li style="font-weight: 400;" aria-level="1"><b>Financial Planning and Growth:</b><span style="font-weight: 400;"> Currently financial planning of Under Armour is not done efficiently which is hindering the growth of the company. The asset ratio and liquid asset ratios of the company suggest that the company can use its cash more efficiently than what it is doing now.</span></li></ul><h3><b><br>Opportunities for Under Armour</b></h3><ul><li><b>Enter Growing Market:</b> <span style="font-weight: 400;">They have the perfect opportunity of entering a growing market to expand their penetration and increase their market share. With the upcoming new generation, the company is gaining some popularity and with correct methods, they can drastically grow their market.</span></li><li><b>Better Designs: </b><span style="font-weight: 400;">Under Armour should boost its R&amp;D to enhance its product design and quality. With better designs and good quality, they can gain a lot of attention as high product quality increases brand loyalty and will improve Under Armour’s performance in this competitive market.</span></li><li><b>New Market:</b><span style="font-weight: 400;"> Several new niche markets have opened up in the past three years and are growing at a very fast pace. Under Armour can enter these markets to sell its products and can gain first movers advantage.</span></li><li><b>The Popularity of E-commerce: </b><span style="font-weight: 400;">With the boom of the internet, the e-commerce market has emerged quite well and it has been increasing greatly. Under Armour needs to tap into e-commerce just like Under Armour’s competitors are using this </span><a href="https://iide.co/blog/how-to-start-an-e-commerce-business/"><span style="font-weight: 400;">8-step e-commerce guide</span></a><span style="font-weight: 400;"> and it has come out as a great opportunity for them. By launching e-commerce, Under Armour can hold a good market share if implemented properly.</span></li></ul><h3><b><br>Threats to Under Armour</b></h3><p><span style="font-weight: 400;">When there are opportunities, there are also threats to the company. Let’s learn more about them and see some upcoming threats to the company from various other industries.</span></p><ul><li style="font-weight: 400;" aria-level="1"><b>Competitor’s Performance:</b> <span style="font-weight: 400;">New technologies developed and undertaken by the competitors can become a threat to the company. This could affect the market of Under Armour for a short period and even for the long-term future.</span></li><li style="font-weight: 400;" aria-level="1"><b>Rise in Fuel Prices:</b><span style="font-weight: 400;"> The rise in prices of fuel has increased the input costs for Under Armour. This has increased the costs for the company like the companies that are providing them with the raw material have increased transportation costs and thus the prices have increased.</span></li><li style="font-weight: 400;" aria-level="1"><b>Marketing Campaigns by Competitors: </b><span style="font-weight: 400;">Increased promotions by competitors have been a threat for Under Armour. Now the customers are bombarded with a lot of messages from various competitors. Hence this has reduced the effective marketing campaigns and promotions by Under Armour.</span></li><li style="font-weight: 400;" aria-level="1"><b>New Entrants in the Market:</b><span style="font-weight: 400;"> Nowadays more and more companies are entering the market and have also gained a lot of market share. Thus decreasing the market share of previous companies. They are gaining the trust of consumers through innovations brought by them. If Under Armour does not make its move then it can lose its customers to these new entrants.</span></li></ul><p><span style="font-weight: 400;"><br>This ends our comprehensive SWOT analysis of Under Armour. Let us conclude our learning below.</span></p></div></div></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2><b>To Conclude</b></h2><p><span style="font-weight: 400;">Under Armour is still growing its market in the sports equipment sector. In the SWOT analysis of Under Armour, we have observed that the company is very reliable and trustworthy but lacks in the brand portfolio, designing, and some R&amp;D departments. This indicates that the brand has a bright future ahead of it. The company has made good investments through their publicity and market attention and now it requires only some necessary reorganization through expenditure reductions.</span></p><p><span style="font-weight: 400;">Under Armour also needs to focus on expansion as they have a lower market penetration. But with better up-gradation in some key areas will improve the company’s performance and then only it can survive in this competitive market. Companies need to go for digital marketing methods to gain the attention of new people and the younger generation as they will be the prospective buyers for them.</span></p><p><span style="font-weight: 400;">In today’s world, every business has its presence online. With increasing competition and challenging companies that are always up to their marketing game. It is very important to make your mark and defend yourself in the market. In changing times when everything is shifting digitally it is very important to be well-versed and thorough with the new trends to be at the top. If you are interested in grasping a skill or investing in upgrading your skills in marketing, feel free to check out </span><a href="https://iide.co/online-digital-marketing-course/?swcfpc=1"><span style="font-weight: 400;">IIDE’s 3 Month Advanced Online Digital Marketing Course</span></a><span style="font-weight: 400;"> to know more.</span></p><p><span style="font-weight: 400;">We hope this blog on the SWOT analysis of Under Armour has given you a good insight into the company’s strengths, weaknesses, opportunities and threats.</span></p><p><span style="font-weight: 400;">If you enjoy in-depth company research just like the SWOT analysis of Under Armour, check out our </span><a href="https://iide.co/case-studies/swot-analysis-of-suzuki/#:~:text=IIDE%20Knowledge%20portal."><span style="font-weight: 400;">IIDE Knowledge portal</span></a><span style="font-weight: 400;"> for more fascinating case studies.</span></p><p><span style="font-weight: 400;">Thank you for taking the time to read this, and do share your thoughts on this case study of the SWOT analysis of Under Armour in the comments section below.</span></p></div></div>

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Searching for SWOT Analysis of Under Armour? Learn more about Under Armour and its strengths, weaknesses, threats, and opportunities with infographics.

Comprehensive SWOT Analysis Of Under Armour - 2025 Edition

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400;">Previously we did the exclusive SWOT analysis of an American-inspired global brand that is all about fashionable fitness, </span><a href="https://iide.co/case-studies/swot-analysis-of-reebok/?swcfpc=1"><span style="font-weight: 400;">Reebok</span></a><span style="font-weight: 400;">, this time we will look at the SWOT analysis of Under Armour.&nbsp;</span></p><p><span style="font-weight: 400;">Under Armour is the inventor of performance costume – sportswear engineered to keep athletes &amp; players cool, dry and light throughout a game, practice or workout. Starting from producing a moisture-wicking t-shirt company to becoming a global brand, Under Armour has its sports product line which extensively includes hats, pants, shoes, gloves, bags, facemasks and the like.</span></p><p><span style="font-weight: 400;">Under Armour is a very big company because of its marketing tips and tricks and as the world is shifting online the marketing techniques are changing which is digital marketing. As the world goes online, marketing is changing and if you are interested in learning about the latest – check out our&nbsp; </span><a href="https://iide.co/digital-marketing-basics?swcfpc=1"><span style="font-weight: 400;">Free MasterClass on Digital Marketing 101</span></a><span style="font-weight: 400;"> by the CEO and Founder of IIDE, Karan Shah.</span></p><p><span style="font-weight: 400;">Before we begin with the SWOT analysis of Under Armour, here’s a deep dive into the company’s history, founding, products, financial status, competitors.</span></p></div></div>

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Comprehensive SWOT Analysis of Under Armour – A USA Based Sports Equipment Company

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