Under Armour Essay

Since its founding in 1996, Under Armour has resoundingly been touted as the fastest growing sports-apparel brand in today’s global market. It’s current sales see an escalating trend to $20 billion by 2025 which solidifies their spot as a secondary competitor to Nike. With the company's surprising ascension above Adidas in 2015, market analysts project that “Under Armour is growing at an even faster pace than Nike, as well as Adidas — the two biggest sportswear companies in the world” (Peterson, 2015). Today they are an international force that competes in bidding wars for athletic endorsements, aggressively expanding into growing consumer markets that label them as the anti-Nike. Proving investors wrong, Under Armor unprecedentedly heightened their sales demographic with great focus on the youth, female, digital application and footwear based markets in recent years. By 2011 they achieved such international endeavors by establishing brand stores in China and increasing their lingering influence in other regions like Europe and Latin America. Utilizing various mantras similar to its competitors, Under Armour marketing executive, Adrienne Lofton,

Teaming up with Adidas and Ralph Lauren designer, Tim Coppens, the team looks to ignite a new brand that is "designed to capture the existing opportunity of a collection that goes beyond the comforts of casual active wear and the trusted functionality of innovative athletic wear" (McNew, 2016).

The result of the endeavor could estimate $15 billion, extending the brand to a young, casual and urbanized demographic. Awaiting its future launch, the sneak-preview in September 2016 has seen positive approval from notable names in fashion. Although an ambitious move nonetheless, consumers and athletes could see an unprecedented brand range seen both on and off the