Under Armour Business Model

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



Have you ever wondered how Under Armour, the renowned sportswear brand, has achieved such remarkable success?

This article provides an in-depth analysis of Under Armour's business model, exploring its distribution channels, marketing strategy, revenue streams, organizational structure, and financial performance.

By focusing on athlete endorsements, diverse distribution channels, and strategic partnerships, Under Armour has managed to establish a strong global presence and generate substantial revenue.

Join us as we delve into the key elements that have contributed to Under Armour's triumph in the competitive sportswear industry.

Key Takeaways

  • Under Armour operates through various distribution channels, including own retail stores, e-commerce, and retail partnerships, allowing them to reach a wide range of customers.
  • The company's marketing strategy focuses on athlete endorsements, sponsorship deals, marketing campaigns, and maintaining a strong digital presence, contributing to brand consistency and visibility.
  • Under Armour generates revenue through sportswear sales, branded apparel, and licensing and sponsorship, indicating a diversified approach to income streams.
  • The organizational structure of Under Armour includes divisions such as Performance Apparel, Footwear, and Accessories, Connected Fitness, and International, highlighting their focus on product development, brand building, and global expansion.

Distribution Channels

Under Armour utilizes multiple distribution channels to reach its customers, including its own retail stores, e-commerce platform, and partnerships with retailers and athletes. These distribution channels play a crucial role in expanding the brand's reach and driving sales.

Under Armour's retail partnerships are an integral part of their distribution strategy. By collaborating with various retailers, the company is able to leverage their established customer base and physical presence to enhance brand visibility and accessibility.

Additionally, Under Armour's e-commerce expansion has been a key focus for the company. With the rise of online shopping, the brand has invested in building a robust e-commerce platform that allows customers to conveniently browse and purchase their products.

Through these distribution channels, Under Armour is able to effectively cater to the needs of its diverse customer base and maximize its market presence.

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Marketing Strategy

Under Armour implements a comprehensive marketing strategy to promote its products and enhance brand visibility in the market. The company utilizes various tactics such as celebrity endorsements and sponsorship deals to reach its target audience. By partnering with high-profile athletes and teams, Under Armour is able to leverage their influence and credibility to create brand awareness and drive sales. Additionally, the company invests in marketing campaigns and maintains a strong digital presence to engage with consumers and communicate its brand message. This multi-faceted approach allows Under Armour to effectively position itself as a leading sportswear brand and differentiate itself from competitors. Overall, Under Armour's marketing strategy plays a crucial role in driving its success in the highly competitive athletic apparel industry.

Marketing Strategy Description Example
Celebrity Endorsements Partnering with Stephen Curry endorsing
high-profile athletes Under Armour basketball
and teams to promote shoes
the brand and products
Sponsorship Deals Entering into Official sponsor of
sponsorship agreements the NFL
with sports leagues,
teams, and events
Marketing Campaigns Creating and "I Will What I Want"
implementing campaign featuring
strategic marketing Misty Copeland
campaigns to promote
brand and products

Revenue Streams

Under Armour generates revenue through multiple streams. Sportswear sales, including footwear, accessories, and apparel, are a significant revenue driver for the company. Revenue from these products has consistently increased over the years. The company has also focused on product expansion, introducing new lines and innovative designs to attract a wider customer base.

International growth has been another important aspect of Under Armour's revenue strategy. Revenues from regions like EMEA, Asia-Pacific, and Latin America have shown steady growth. The company has expanded its presence in these markets through partnerships and retail operations.

Licensing and sponsorship agreements have also contributed to Under Armour's revenue streams. These agreements allow the company to leverage its brand and gain exposure in various sports and entertainment industries.

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Organizational Structure

The organizational structure of Under Armour is designed to facilitate efficient operations and strategic decision-making. It follows a hierarchical structure, with clear lines of authority and responsibility.

The company is divided into various departments, each with its specific functions and responsibilities. These departments include Performance Apparel, Footwear, and Accessories, Connected Fitness, International, Marketing and Branding, Retail Operations, Research and Development, and Digital and Technology.

This departmental structure allows for specialization and expertise in each area, ensuring that tasks are efficiently executed. It also promotes effective communication and coordination between different departments, enabling the company to respond quickly to market changes and customer demands.

Financial Performance

Under Armour's financial performance reflects its strong position in the sportswear industry and its ability to adapt to market changes. The company has shown significant improvements in profitability, which can be attributed to several factors.

Factors contributing to Under Armour's profitability improvements:

  • Increased operating income in key regions: Under Armour's operating income in North America and EMEA has seen positive growth, indicating successful operations and market penetration in these regions.
  • Diversification of revenue streams: Under Armour has diversified its revenue streams through sportswear sales, branded apparel, licensing, and sponsorship. This diversification has allowed the company to mitigate risks and capitalize on multiple revenue sources.
  • Focus on direct-to-consumer channels: Under Armour has focused on expanding its direct-to-consumer channels, including e-commerce and retail stores. This strategy has helped the company increase its revenue and maintain a higher profit margin.
  • Improvement in gross and net profit margins: Under Armour has managed to improve its gross and net profit margins, indicating better cost management and operational efficiency.

Frequently Asked Questions

What Are Some Key Initiatives Under Armour Has Taken to Promote Sustainability and Eco-Friendly Practices in Their Business Model?

Under Armour has implemented various sustainability initiatives and eco-friendly practices in their business model. These include reducing waste and emissions, using recycled materials, and promoting responsible sourcing and manufacturing processes to minimize their environmental impact.

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How Does Under Armour Differentiate Itself From Competitors in Terms of Product Design and Manufacturing Processes?

Under Armour differentiates itself from competitors through its focus on product performance and supply chain efficiency in product design and manufacturing processes. This allows the company to deliver high-quality sportswear while maximizing operational effectiveness.

Can You Provide Examples of Specific Athlete Partnerships That Under Armour Has Engaged in to Enhance Their Brand Image?

Under Armour has engaged in athlete partnerships to enhance their brand image. Examples include collaborations with basketball player Stephen Curry, tennis player Sloane Stephens, and golfer Jordan Spieth, showcasing the brand's commitment to excellence and performance.

What Is Under Armour's Approach to International Expansion and Growth in Different Regions?

Under Armour's international expansion involves strategies tailored to each region's unique challenges. Their global marketing and branding efforts have seen success stories and lessons learned, contributing to the company's growth in different regions.

How Does Under Armour Prioritize Research and Development in Order to Stay at the Forefront of Innovation in the Sportswear Industry?

Under Armour prioritizes research and development to maintain its position as an industry innovator. Their investment in R&D enables them to create cutting-edge sportswear technologies, staying at the forefront of innovation in the sportswear industry.


In conclusion, Under Armour's success can be attributed to their diversified distribution strategy, athlete endorsements, and strong brand consistency.

The company has achieved significant revenue growth through sportswear sales, branded apparel, and licensing and sponsorship.

Their organizational structure allows for efficient management of various divisions and their focus on customer satisfaction and innovation has helped them expand globally.

Overall, Under Armour's strategic initiatives have positioned them as a leading sportswear brand in the industry.

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