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The Sports Industry Analysis Paper

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4.1Target Market Analysis and Segmentation UA is trying to target consumers that are becoming more active and interested in living a healthier and fit lifestyle. UA has endorsement deals to motivate people that they can do it too. They want to show their products with celebrities and athletes wearing them. They have a huge influence on people because now a day’s people want to wear the same things celebrities and pro athletes wear. 4.2 Strengths and Weaknesses of Current target market Strengths • They have endorsement deals with celebrities and pro athletes. • They are targeting young active people. Weaknesses • They are not targeting all active people. (Focusing on young) • They don’t have enough commercials to show endorsement deals. 4.3 …show more content…

They should not only have young athletes in endorsement deals, but older ones as well. Another recommendation would be for them to focus more on high schools and college athletes because some of them in the future will become pro athletes. This would work great for them because if they are able to get athletes interested in UA before their pro careers, this could help them have loyal endorsement deals in the future. Especially, if UA gets the athletes to wear their products throughout all of those years before their careers. This will help UA by showing that the athletes are not just in it for the money. They wear the product because they love it. 5.0 Conclusion In all, Under Armour will continue to strive to be better and exceed all of their goals in the near future. Kevin Plank wants this company to become a globally recognized brand, and this company will most definitely become one. They have high standards and only expect the best. They will continue to make many different products and reach out to a wider range of consumers. Under Armour is going to continue to have the best quality product compared to most competitors. As well as still being very affordable to the consumers. Under Armour will always maintain loyal consumers with low prices and great quality. 6.0

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Plank decided to perfect and create a new T-shirt built from microfibers that kept athletes cool, dry, and light. Plank started selling his products from a truck of a car, and over the years has expanded UA into the internationally well-known brand that it is known as today. UA is in the sports clothing/athletic goods industry and may be considered one of the leaders for its product lines within certain markets. According to the recent article by Sara Germano, in the Wall Street Journal, UA’s U.S. sales

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Current Situation Under Armour is taking over North American sportswear market. It took over Adidas, and Nike is the only sportswear that’s in ahead of Under Armour. Although Under Armour’s footwear sales declined in Second Quarter 2010. It also declined by 4.5% in 2009 second Quarter; However, accessories sales went up by 28%.

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Which isn’t beneficial for everyone who don’t have the money to buy products each time something comes out new. In today's society if you don’t have Nike products you aren’t popular or up to date. The problem with that is when one does get something new from Nike whether to exercise or for fashion the next week something new is released. That only makes the customer feel behind in buying new things. One thing people don’t realize how deep Nike advertisements affects the culture and society of the generation.

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Under Armour took advantage of the knowledge of its suppliers and stayed close to them when it came to making each product that they offered. The company executives took the time to invest in the consumers by working with both minor and major league athletes. They want to know how each fabric fit, where they could use improvement. Under Armour produced four product lines, that were all made differently, but they wanted the same results from, a happy customer. My favorite of the four was the ColdBlack, which was made of a material that would deflect the sun and make the person wearing the item cooler.

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Moreover, to create the type of brand image and recognition as well as customer loyalty that Under Armour has generated is a difficult task that will require time, effort and capital. Overall, these factors make it difficult for the new entrants to enter this sector of the industry. However, the threat is still there because some fashion brands also make sports apparel. Any existing large and recognized clothing brand can enter this sector and gain popularity after some research and marketing.

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When he started Under Armour, his main product was shirts made of high-performance material. This was an innovative step in active-wear, but Plank knew that he could not limit his company to just that. Today, Under Armour is a staple in the athletic industry. With active-wear, lifestyle products (exercise monitors, mobile applications, etc…) and footwear, Under Armour is embracing the Innovator role which is translating to a tremendous amount of success. (Harrison,

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Therefore, the power of the end customers is not as high due to Under Armour having strong brand recognition within the market. This is why Under Armour has signed several big names, for example Jordan Spieth, to get their brand well known and popular among their customers. However, with the wide range of choice and ease of access to finding lower prices for similar products, Under Armour have to think carefully about producing a product that customers will be willing to pay a premium over a

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NIKE is ready to bounce back and recover from those inventory issues that casted a shadow over their reputation. It looks like they have been working for a long time on that innovation aspect in order to rival with competitors: Adidas and Under Armour. That new strategy is a long-term process since they expect revenue to slow in the first time. However, NIKE has proved many times their ability to last with long-term growth, which should not cause any issues for future plans. III.

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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.

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The threat of new entrants into the athletic sportswear industry is ranked low, as there are steep financial challenges that face any company trying to join such a competitive industry. Under Armour has managed to break in over the last twenty years, but this is a rare occurrence. The industry is dominated by the major players and cannot support too many further entrants. Nike should not worry too much about any smaller players in the industry as they do not have the ability to keep up with Nike’s marketing, design, and endorsements.

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A journalist, Sara Germano, from the The Wall Street Journal reported (Germano 2016) that foreign revenue increased by 68% between 2015 and 2016. Moving back to the U.S., Under Armour is always looking for opportunity to grow. Its newest growth development has been launching the new line of clothing named, “Under Armour Sportswear.” This new line of clothing is supposed to be casual and appeal to new, and different consumers. The line of clothing was placed in Kohl’s stores nationwide.

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Under Armours greatest weakness is perhaps, their lack of competitiveness in the shoe market, specifically basketball shoes. Basketball shoes are the highest priced and highest revenue earning shoes of both Nike and Reebok. Compared to its competitors, UA is the latest company to sign pro-athlete endorsements and create signature shoes. Number show that if UA can continue to create quality shoes that match Nike, Adidas, and Reebok they may stand a chance in becoming a competitor in the shoe market. Lack of competitiveness in the shoe market is not the only variable holding UA back, like every company is employee turnover.

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(Cite) It seems strange that Nike would invest so heavily in getting athletes to wear their product. However, based on findings in a recent report, celebrity endorsements are incredible in creating purchase intention by the consumer. (Cite) When the viewer of this ad views an athlete of the caliber of a Mo Farah wearing Nike products they relate Nike with success and their favorite athlete, encouraging them to buy not only a specific product, but the brand as well. This is partially why Nike has done so well in selling to the younger generation throughout the years, they chose athletes who meet strict standards of behavior and achievement. These are the athletes that young kids and young adults support.

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Endorsement deals, have slowly taken the industry by storm. It was not long ago that Under Armour and Nike

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