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Under Armour Porter's 5 Forces

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Despite being less than 20 years old, Under Armour (UA) over took Reebok, a subsidiary of Adidas, the number 2 sports brand, in total sales in 2014 (Mirabella, 2014). It is only a matter of time before UA will be able to be the leading sports apparel brand in the world. With that being said, the sports apparel industry faces immense competition from other sports apparel giants, like Nike and Puma, who are more well-established. If UA does not continue to innovate to distinguish ourselves from rivals, we may lose our market share in this very competitive industry. The growing acceptance of athleisure wear in the workplace, as well as the advent of fitness buffs, shows that there is growing demand for sports apparel. In order to capitalise on …show more content…

This is an opportunity to strengthen UA’s market share through the different marketing strategies. Currently, UA has adopted the multi-channel approach, where our products are sold through distributors, retail stores as well as online websites (MarketLine Advantage, 2016). This enables us to reach out to a larger consumer base from all over the world, allowing more people to purchase our sports apparel, therefore increasing our market share. On the other hand, Reebok focuses on advertising (Datamonitor, 2008). Reebok endorses famous celebrities as well as sports teams in order to market their products to fans (Datamonitor, 2008). Apart from endorsements, Reebok also sponsors major sporting events such as the Reebok Spartan Race and the Reebok World Crossfit Games. These major sponsorships and endorsements have made Reebok gain more recognition amongst fitness enthusiasts (Markelz, n.d.). It has also enabled them to take advantage of the growing demand for sports apparel. Despite having differences in their marketing strategies, we can see that both companies are able to capitalise on the growing demand for sportswear in order to increase their market share in this industry. In order to stand out from the competition, we can take inspiration and adopt Reebok’s business model. This will allow us to capitalise on different marketing strategies to bring about a plethora of new customers and brand

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