Moreover, Under Armour has used the product development strategy which means developing new products in an existing market. According Under Armour, Inc. (2017), the company aims to focus on the innovation of sportswear by launching a global innovation hub in Portland, Oregon as part of its restructuring plan. It aims to bring the development and design of footwear all together under one roof. This new innovation hub is equipped with a dynamic biomechanics lab and performance training centre for athlete to do the testing of footwear. Through this strategy, it can help the company to improve their footwear sales. Other than that, the company also developed a new technology footwear which is the SpeedForm Gemini running shoe after the successful launch of their existing product known as the Speedform Apollo running shoe in 2014 (Mirabella, 2014). This product development is further supported when the company produces apparel products for different seasons, especially winter and summer seasons. According to Sports Unlimited Inc. (2017), the company produces UA …show more content…
According to Barker (2016), the company planned to open a large distribution depot in Sparrows Point steel mill which is Under Armour's nationwide centre to satisfy online orders by consumers. It also distributes its products to sporting goods stores such as Kohl’s Sporting Goods. According to Green (2017), Kevin Plank stated that “Kohl is a great evolution for us” and that this distribution chain is effective because the customers are mainly women. Delventhal (2017) stated that analysts at UBS assure that partnership with Kohl’s increases turndown across the