Under
Armour is a rising athletic wear company, and is to not to be underestimated.
Recently Under Armour has overtaken Adidas in combined apparel and footwear
sales. With this said, Under Armour has surpassed Adidas, and is now the second
biggest athletic wear brand in the United States.
As said by Sam Poser, a managing director and research analyst with Sterne Agee, “Under Armour and Nike are constantly dissatisfied, and Adidas hasn't had the same sense of urgency.” He continued to explain that, “Adidas sometimes sits back on their laurels too much and the other folks pass them by. What we're seeing now is an example of that.” In this quote, Mr. Poster is referring to Adidas, and how Under Armour is now surpassing them with new and innovative products.
To exemplify this, Under Armour has made huge progress in women’s wear in recent years. In the early 2000s, Under Armour was not doing well in attracting women, as men conceded much of their original clothing line. With this in consideration, the company revamped and now the company’s sales have risen. Under Armour as a brand targets the women’s apparel and footwear markets, all in an effort to expand its retail outlets and brand around the world to gain more market shares. This had been and still is due to their women’s campaign and smart PR actions.
Under Armour’s drive to be at the top has shown. While Nike’s sales are ten times larger, Under Armour has been increasing revenue at three times Nike’s pace. This pace eventually toppled Adidas, and pushed Adidas to the third spot in the top athletic brands. This showed in the year-to-date report, where it had Under Armour’s apparel sales growing while Adidas’ were declining. This has lead to Adidas’ market share to become whittled down day by day. With these factors posed by Under Armour and the actions that Adidas has not taken, it is no wonder why Under Armour has jumped to that number two spot in the athletic wear industry.
As said by Sam Poser, a managing director and research analyst with Sterne Agee, “Under Armour and Nike are constantly dissatisfied, and Adidas hasn't had the same sense of urgency.” He continued to explain that, “Adidas sometimes sits back on their laurels too much and the other folks pass them by. What we're seeing now is an example of that.” In this quote, Mr. Poster is referring to Adidas, and how Under Armour is now surpassing them with new and innovative products.
To exemplify this, Under Armour has made huge progress in women’s wear in recent years. In the early 2000s, Under Armour was not doing well in attracting women, as men conceded much of their original clothing line. With this in consideration, the company revamped and now the company’s sales have risen. Under Armour as a brand targets the women’s apparel and footwear markets, all in an effort to expand its retail outlets and brand around the world to gain more market shares. This had been and still is due to their women’s campaign and smart PR actions.
Under Armour’s drive to be at the top has shown. While Nike’s sales are ten times larger, Under Armour has been increasing revenue at three times Nike’s pace. This pace eventually toppled Adidas, and pushed Adidas to the third spot in the top athletic brands. This showed in the year-to-date report, where it had Under Armour’s apparel sales growing while Adidas’ were declining. This has lead to Adidas’ market share to become whittled down day by day. With these factors posed by Under Armour and the actions that Adidas has not taken, it is no wonder why Under Armour has jumped to that number two spot in the athletic wear industry.
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| Under Armour's symbol |
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