Under Armour is known as an advanced sportswear and casual apparel company and the original innovator of performance apparel. They are mainly focused in a market directed towards the general athletic community or individuals with a more active lifestyle. Under Armour is different from other competitors because they offer a more flamboyant approach to supplying athletic apparel. They are unique from their top competitors because they have a high performance line of athletic clothing that absorbs moisture from the away from the athlete 's body to enhance their performance in hot or cold conditions.

Under Armour has numerous strengths that are assisting them in the rise to the top. They owned extremely good quality and innovative products that are unlike any other companies have done before. Even though they are newer company, but they are trusted by many other brand and company. They are established in the apparel field and are continuing expand the growth of 13.3% per year. They have excellent product placement in TV shows, movies, and even awards shows. They have excellent leadership in the company by CEO Kevin Plank and he owned a successful business team and have happy employees, so he does everything he can to keep it an exciting and happy environment. Although Under Armour has countless strengths in their company, there are also some weaknesses to go hand-in -hand with them. First of all, Under Armour is not the most inexpensive company to purchase sports apparel from.