Under Armour SWOT Analysis 2023

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Written By Angelo Sorbello

Tech entrepreneur and passionate about business



As the global market for casual and sports apparel continues to evolve, it is crucial for companies like Under Armour to assess their strategic position.

This article presents a comprehensive SWOT analysis of Under Armour, providing valuable insights into the company's strengths, weaknesses, opportunities, and threats.

By examining factors such as product diversification, international expansion, and e-commerce adoption, this analysis aims to shed light on Under Armour's trajectory in the industry and its potential for future growth.

Key Takeaways

  • Under Armour has a broad product portfolio, reducing its dependence on one specific product and allowing for diversified revenue streams.
  • The company has a strong presence in North America, but limited operating presence in international markets, which presents an opportunity for expansion and increased sales.
  • Under Armour's slow e-commerce adoption and poor expansion strategies have contributed to a decline in sales, highlighting the need for improved online sales strategies.
  • There are opportunities for Under Armour to introduce new products with necessary modifications, collaborate with retailers, and focus on women's apparel to drive growth in the future.

Overview of Under Armour

Under Armour's overview highlights its establishment in 1996 by Kevin Plank as well as its production of casual and sports apparel, footwear, and accessories.

Over the years, Under Armour has experienced both successes and challenges in its financial performance. In recent years, the company has faced a decline in sales, with a 23% and 40% decrease in Q1 and Q2 of 2020, respectively. However, Under Armour has implemented various marketing strategies and brand positioning tactics to address these challenges.

The company has a broad product portfolio, reducing its dependency on one specific product. It has also focused on distribution through multiple networks, including wholesale and direct consumer sales. Under Armour has also embraced digital apps like MapMyFitness and MyFitnessPal to engage with its target audience.

Strengths of Under Armour

One of the strengths of Under Armour is its broad product portfolio, which allows the company to diversify its offerings and reduce dependency on any one specific product.

This diversification provides collaboration potential across different product lines, enabling the company to leverage its brand and customer base more effectively.

By offering a wide range of apparel, footwear, and accessories, Under Armour can cater to various consumer preferences and market segments.

Additionally, this diverse product portfolio gives Under Armour a competitive advantage in the industry, as it can adapt to changing trends and consumer demands more easily.

Furthermore, the company's ability to distribute its products through multiple networks, including wholesale and direct consumer sales, strengthens its market position and revenue streams.

Weaknesses of Under Armour

Under Armour's weakness lies in its limited operating presence in international markets, with 83% of its revenue generated from North America. This dependence on a single region makes the company vulnerable to economic downturns or shifts in consumer preferences in that market. Additionally, Under Armour has been slow to adopt e-commerce compared to its competitors, hindering its ability to reach a wider customer base and capitalize on the growing online retail trend. Moreover, the company has experienced a decline in net revenue, with sales decreasing by 23% and 40% in Q1 and Q2 of 2020, respectively. This decline, coupled with high investment expenditure in the past three years, raises concerns about Under Armour's financial sustainability and ability to generate profits.

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Weaknesses of Under Armour
Limited operating presence in international markets
Slow e-commerce adoption compared to competitors
Decline in net revenue
High investment expenditure

Opportunities for Under Armour

Expanding into international markets and capitalizing on the growing online retail trend are key opportunities for Under Armour. With a limited operating presence in international markets and the majority of revenue coming from North America, expanding globally can provide Under Armour with access to new sales and customers.

Additionally, the brand should focus on the growth potential in women's apparel, as this segment showed significant growth in 2020. By introducing new products with necessary modifications and collaborating with stores like Kohls and other retailers, Under Armour can tap into collaboration opportunities and expand its market reach.

Furthermore, investing in innovation, such as developing new basketball shoes like the HOVR Breakthru and launching the M+MI line, can help the brand stay competitive and attract more customers.

Threats to Under Armour

Moving forward into the discussion of threats to Under Armour, the brand faces several challenges that could impact its future success and profitability. These threats include:

  1. Political controversies: Under Armour has faced political polarization due to its association with the Trump administration. This controversy has the potential to alienate a significant portion of its customer base and damage the brand's reputation.
  2. Decline in net revenue: Under Armour has experienced a decline in net revenue, with sales dropping by 23% and 40% in Q1 and Q2 of 2020, respectively. This decline can be attributed to various factors, including the ongoing COVID-19 pandemic and increased competition in the sportswear market.

These threats pose significant challenges for Under Armour and require strategic solutions to mitigate their impact. The brand must carefully navigate political controversies and find ways to boost revenue to ensure its long-term sustainability in the highly competitive market.

Under Armour's Broad Product Portfolio

Under Armour boasts a diverse range of products, catering to both casual and sports enthusiasts, making it a formidable competitor in the apparel and footwear industry. Its broad product portfolio includes high-quality apparel, footwear, and accessories that are designed to meet the needs of athletes and active individuals. Under Armour prides itself on its commitment to product quality, ensuring that its offerings not only look good but also perform well. This dedication to quality has earned the brand a loyal customer base, with many individuals choosing Under Armour products for their reliability and durability. The following table provides a snapshot of Under Armour's product portfolio:

Apparel Footwear
Activewear Running Shoes
Outerwear Basketball Shoes
Athleisure Training Shoes
Accessories Cleats
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Under Armour's wide range of products allows it to cater to various customer preferences, further enhancing its customer loyalty and market presence.

Under Armour's Distribution Channels

Under Armour effectively reaches its target market through a diverse range of distribution channels. The company utilizes both traditional retail partnerships and online sales to maximize its reach and sales potential.

  • Under Armour's retail partnerships:
  • Collaborations with stores like Kohl's provide an additional avenue for the brand to showcase and sell its products. This allows Under Armour to tap into the existing customer base of these retailers and expand its market presence.
  • By partnering with other retailers, Under Armour can increase its visibility and accessibility to customers who may not typically shop directly from the brand's own stores or website.
  • Under Armour's online sales growth opportunities:
  • With the increasing popularity of e-commerce, Under Armour has the opportunity to capitalize on the growing trend by expanding its online sales platform. This would allow the brand to reach a wider audience and provide a convenient shopping experience for its customers.
  • By investing in digital marketing strategies and improving its online shopping interface, Under Armour can enhance its online sales growth and tap into the potential of the digital marketplace.

Under Armour's Adoption of Digital Apps

The incorporation of digital apps into its business strategy has allowed Under Armour to further expand its reach and enhance customer engagement.

Under Armour's digital transformation journey has been marked by the adoption of apps like MapMyFitness and MyFitnessPal, which have had a significant impact on its customer engagement.

These apps have not only provided a platform for users to track their fitness and nutrition, but they have also allowed Under Armour to gather valuable data and insights into its customers' preferences and behaviors.

This data has enabled the company to personalize its marketing efforts and create targeted campaigns that resonate with its target audience.

Under Armour's International Expansion Strategies

Under Armour aims to accelerate its global presence through strategic international expansion strategies. To overcome market expansion challenges and achieve global growth, the company is implementing the following strategies:

  1. Market Diversification:
  • Expanding into new international markets to reduce dependence on North America.
  • Focusing on regions with high growth potential, such as Asia Pacific and Europe.
  1. Partnership and Collaboration:
  • Collaborating with local retailers and stores to increase brand visibility and reach a wider customer base.
  • Building strategic partnerships with key players in the sports and fitness industry to leverage their existing customer networks.

Under Armour's Innovation in Products

Innovation plays a pivotal role in Under Armour's product development strategy, driving the company's commitment to staying ahead of the competition and meeting evolving consumer demands. Under Armour's product innovation efforts are focused on creating cutting-edge athletic apparel, footwear, and accessories that enhance performance and provide superior comfort. The company constantly seeks to push the boundaries of technology and design to deliver products that athletes and fitness enthusiasts can rely on.

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Under Armour also recognizes the importance of collaboration opportunities in driving innovation. By partnering with retailers like Kohls and other brands, Under Armour can tap into different expertise and resources to create unique and innovative products. This collaborative approach allows the company to leverage the strengths of others and expand its product offerings to cater to a wider range of consumer preferences and needs.

Product Innovation Collaboration Opportunities
Cutting-edge athletic apparel, footwear, and accessories Partnerships with retailers and brands
Advanced technology and design to enhance performance Leveraging expertise and resources
Meeting evolving consumer demands for comfort and functionality Expanding product offerings through collaboration

Frequently Asked Questions

How Has Under Armour's Revenue Been Affected by the Controversy With the Trump Administration?

Under Armour's revenue has been affected by the controversy with the Trump administration, as it has caused market uncertainties and a decline in sales. Additionally, the company's limited international presence and slow e-commerce adoption have also contributed to the challenge of facing competition in the online marketplace.

What Are the Specific Market Uncertainties That Under Armour Is Currently Facing?

Under Armour is currently facing market challenges and uncertainties, particularly in terms of international expansion. The limited operating presence in international markets and heavy investment expenditure are some of the specific uncertainties the company is currently facing.

Can You Provide More Details About Under Armour's Decline in Sales in Q1 and Q2 of 2020?

Under Armour experienced a decline in sales of 23% and 40% in Q1 and Q2 of 2020, respectively. This decline can be attributed to market uncertainties, revenue impact, and challenges from competitors, highlighting the need for international expansion strategies.

How Does Under Armour Plan to Expand Its Presence in International Markets?

Under Armour plans to expand its presence in international markets by introducing new products, collaborating with retailers, and focusing on women's apparel. This strategy aims to drive global growth and tap into the potential of international markets.

What Are the Competitors That Pose the Biggest Challenge to Under Armour's E-Commerce Adoption?

In terms of competitor analysis, Under Armour faces significant challenges in e-commerce adoption. Competitors such as Nike and Adidas have already established a strong online presence, which puts Under Armour at a disadvantage in terms of reaching and engaging with customers.


In conclusion, Under Armour has established itself as a prominent player in the global apparel and sports industry. With a diverse product portfolio and a well-diversified revenue stream, the company has showcased its strengths in the market.

However, it also faces challenges such as limited international presence and slow e-commerce adoption. To maintain its competitive edge, Under Armour should focus on expanding its international reach and accelerating its digital transformation.

As the saying goes, "Innovation is the key to success," and Under Armour must continue to innovate in its products and strategies to thrive in the ever-evolving market.

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