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Under Armour Inc in Apparel and Footwear

March 2023

Under Armour underperformed most of its closest global competitors over 2019-2022, falling three positions in the sportswear top 10 ranking. Its sales are heavily concentrated in North America, and in three categories: performance, apparel and men’s products. Moving forward, the company plans to increase its presence in women’s sportswear and footwear, and aims to better reach younger consumers. Its recent launch of SlipSpeed signals its intention to play beyond its core segment, performance.

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This report comes in PPT.

Overview:

Euromonitor International's report on Under Armour Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Apparel and Footwear market and the global economy. Company and market share data provide a detailed look at the financial position of Under Armour Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Under Armour Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Under Armour Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Apparel and Footwear research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Download Table of Contents
Scope
Executive summary
Top companies at a glance
Under Armour Inc’s global footprint
North America remains Under Armour’s largest market
Under Armour’s sales are highly concentrated in apparel, but footwear grows faster
Sportswear’s momentum favoured Under Armour sales over the historic period
International expansion will continue, but the US is set to remain UA’s largest market
Case study: Technology at the centre of Under Armour’s innovation in sports footwear
Competition gets tougher in sportswear as the category’s performance attracts new entrants
Nike and adidas are UA’s largest competitors, while VF Corp has become closer
Sports apparel remains Under Armour’s largest category
Under Armour is best positioned in the US, its home market, and Canada
Under Armour outlines its growth strategy around five pillars
Overview of Under Armour: Product coverage
Under Armour needs to look beyond its core market for growth
Sports footwear continues to gain share in Under Armour’s portfolio
Case study: Under Armour moves beyond performance-only with SlipSpeed
Menswear accounts for most of Under Armour’s sales in apparel
Under Armour invests in women’s footwear
Case study: “Girl dad”, UA and Dwayne Johnson collaboration dedicated to daughters
Being in tune with their expectations is key when targeting Gen Z
Sustainability and DEI are top-of-mind for younger consumers
Under Armour wants to create opportunities for young people to engage in sports
Case study: UA partnered with Women’s Health in the #itstartswithabra campaign
Omnichannel: Searching for the wholesale vs DTC (and e-commerce) balance
E-commerce grows faster but stores are still relevant
Case study: Under Armour opens pop-up store in NYC for the launch of SlipSpeed
Executive summary
Projected company sales: FAQs (1)
Projected company sales : FAQs (2)

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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