Under Armour Inc in Apparel and Footwear

Company Profile

About This Report

Dec 2017

Under Armour Inc, a US-based producer and retailer of performance sportswear, generated astonishing growth over the review period. International expansion, product innovation, strategic sponsorship and a strong perception as an athletic brand drove this dynamism. With a focus on developing its footwear and womenswear offerings, Under Armour is set to broaden its consumer base as it aims to take on Nike Inc for its leading position.

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Under Armour Inc in Apparel and Footwear

Euromonitor International's report on Under Armour Inc delivers a detailed strategic analysis of the company's business, examining its performance in the 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 SWOT 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 Footwear research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the report


Strategic Evaluation

Key company facts
Financial analysis
Q2 2017 financial results
SWOT: Under Armour Inc
Strategic objectives and challenges

Competitive Positioning

Innovative product and retail expansion produce growth
Climbing up the ranks within sportswear…
… although visibility in global apparel and footwear remains small
Under Armour remains overshadowed by Nike and adidas

Market Assessment

Step it up in footwear
Progress in Asia Pacific
Prioritising performance sportswear

Geographic and Category Opportunities

Expansion opportunities in dynamic markets
Internet retailing a priority strategy
Domestic developments
Presence in Asia Pacific remains small
Opportunities outside China
Sponsorship strategy takes precedence in Europe
Footwear: The holy grail of sportswear
Active in womenswear
Under Armour: Fashion victim?
Sporting technology

Brand Strategy

Developing its mono-brand strategy
Social media for athletes


Operations remain US-focused


Under Armour: Refining its approach