Nike Vs Under Armour Essay

It’s always interesting to see the emergence of a company and how companies compare to competitors over time. As a sports enthusiast, I primarily wear a sporty style. I wanted to research the sports industry and how Under Armour a newer company, compared to Nike, an established business. I conducted a survey to answer my research questions. I asked how Under Armour and Nike compare on performance, style and gender among primarily college age students. The same survey also helped me determine if males are more concerned with performance and females primarily concerned with style.

During my search for secondary sources, I discovered that Nike has two product lines in thecompany¹. Nike has ‘Nike Sportswear’ to focus on fashion and style, and most of the other product offerings are based on performance. Nike Sportswear has a logo that includes the signature swoosh and words ‘Nike’ under it. The regular Nike performance line has just the swoosh included

Most college students are active in the sports world so having more sporty participants would be understandable. According to the students surveyed, Under Armour was a sporty brand based on performance. The secondary research conducted backed my expected results of Under Armour being more performance based to a sporty style. Nike was in the middle of performance and style, but also appealed to sporty based participants.

Throughout my survey, there were certain cohorts present. Most females were considered to not be sporty and focused on style. There was also a sporty cohort that had males and females mixed, being in the middle of performance and style. This cohort was close to Nike’s average answers of the survey. The third cohort present in the survey was all males concerned with performance and considered themselves in the middle of being sporty and not sporty. This cohort was closely related to Under Armour’s average answers of the