Under Armour Lululemon's Competitors

Athleisure style take years to craft and master due to the various focus groups, sample testing, and trial and error mechanisms required to establish a look and comfort level that customers deem valuable and purchasable. Under Armour has been focused on technical athletic gear, which takes a lot less checkpoints; thus, Under Armour is losing competitive advantage by entering the athleisure business too late. Many of Under Armour’s competitors are already thriving in the athleisure business. For example, Lululemon is popular among all types of consumers--runners, yogis, dancers, suburban moms, teenage girls, college guys, men and women from all walks of life. Lululemon also has aspirational personas--Ocean and Duke--to help them with their marketing.

Athleisure has become such a big trend that there are many smaller brands and companies coming out with products. For example, celebrities like Kate Hudson has her brand Fabletics, Beyonce has her brand Ivy Park, Rihanna’s working with Puma, Jessica Simpson and “The Warm Up” partnered with Macy's, Cheryl Burke with QVC. There are many more stylish stars who have decided to start their own lifestyle and athleisure clothing lines. With the emergence of social media, influencer marketing, and completely digital shopping platforms, more and more athleisure products are being introduced. Athleisure is the newest trend and popular among various demographics. Under Armour is facing competition from the major athletic brands, as well as start-ups and celebrity started clothing lines. Under Armour is especially in trouble because the majority of customers, particularly females, desire trendy and fashionable athleisure wear. Under Armour is known for its “copious logos and basic styles of sportswear.” In order to truly break into the athleisure world, Under Armour is going to have to modify and recreate their image to show that they are more than a utility-based athleticwear