Under Armour

After twenty years of unprecedented growth in the sportswear industry, Under Armor faces a new record that needs to be broken: Only its competitors Nike and Adidas have made the jump from $ 5 billion to $ 10 billion in sales. . At the heart of this challenge is how Under Armor can maintain its brand authenticity while adding new products that will drive future growth. The case tracks the evolution of the Under Armor brand and describes how the company has or has not expanded its brand into adjacent categories and markets in the past. Now Under Armor must decide the next steps. Should the company focus on its core markets? Should the brand expand to more neighborhoods? Or should you consider something a bit more radical like selling apps through subscriptions and wearable technology?

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