2.6 Technology • They are increasing in Ecommerce. (Opportunity) Under Armour has more technological opportunities, than threats. Technological advancements are key for companies of any industry. Under Armor continually increases their e-commerce and m-commerce. UA has high goals; one of them is to continue to deliver outstanding products. Their products are manufactured by third parties. They are constantly searching for ways to enhance the performance of their products, as well as materials. 3.0 Competition Analysis 3.1 Introduction and Background of Primary Competitor Nike was founded on January 25, 1964 by founders Phil Knight and Bill Bowerman. They were called Blue Ribbon Sports before they came up with the name Nike on May 30, 1971. They named the company …show more content…
This does not make Nike a better company than Under Armour. Nike needs to find other ways to find sales, due to them being highly dependent on footwear sales. Nike does not have as big of a variety of products to sell, like UA does. One thing that UA should consider is a fitness device, like Nike has. 3.2 Secondary Competitors UA has several competitors, but two of them that are ranked below Under Armour are Columbia Sportswear and Adidas. Both of these companies carry mostly the same products. One thing about them is that they are not as good of quality like Under Armour. 4.0 COE target market analysis and