Under Armour is a sportswear company that has built a leading brand name in the emerging market for hi-tech athletic gear . The company uses patented synthetic fabrics in its apparel, marketing its products as perfomance-enhancing alternatives to traditional cotton or mesh gear as UA products are designed to wisk away moisture, regulate body temperature, and improve comfort. Under Armour's brand has captured share in the hard-to-reach demographic of 18-35 sports-oriented males, and established itself in the youth market as well. UA has been traded as a public company from November 2005. 
The company's traditional focus has been on compression (tight fitting) performance attire, but the company has also begun to offer a more comprehensive array of products-- “LooseGear” in an effort to appeal to customers looking for a more conventional relaxed-fitting apparel that still provides exceptional performance . As Under Armour has expanded its retail offerings, the company has also seen rapid financial growth. 
Increases in UA's revenue over the last five years is due more to an increase in popularity of hi-tech gear rather than Under Armour capturing market share from competitors. Yet the increasing gap between revenue and net income is due to Under Armour's attempts to break into new markets as well as its reliance on third party distributors. Under Armour is spending more on merchandising to break new markets as well as dealing with distributors. cody bennett
Under Armour's apparel products are separated into three different categories, ColdGear, HeatGear, AllSeasonGear.  In 2006 Under Armour added a fourth segment, footwear, entering this market with their performance cleats for football, baseball, and softball. The company quickly signed a contract with the NFL the same year to be their official footwear supplier. Under Armour also produces a number of accessories such as gloves for football, baseball, and golf, as well as socks, bags, and eye wear. 
HEATGEAR: Designed for hotter temperatures and humid environments, HEATGEAR is the original Under Armour product. Its microfiber design helps the body breathe and gets rid of moisture quickly, allowing the athlete to remain light and dry. 
COLDGEAR: COLDGEAR is the most expensive product line of Under Armour and the most popular. Its design is similar to the HEATGEAR, with microfiber material getting rid of moisture. However it is also not designed to trap heat and keep the body warm. Its popularity helped to Under Armour's profits increase dramatically in late 2007 and earl 2008.
ALLSEASONGEAR: This product line is designed differently from other Under Armour products as it does not use microfiber. Rather it uses technical fabrics that are good for both hot and cold temperatures. Examples of ALLSEASONGEAR include tights, jackets, and long sleeve shirts.
Recovery Gear: Under Armour's product offerings contain the Recharge compression suit, which is designed to relieve aches and pains after workouts, shortening soreness time and re-energizing the body. The company says the suit's high price tag ($200) is offset by the product's uniqueness and niche high-income market. 
Roughly half of Under Armour Products are produced in Asia, a quarter in Central America, and a quarter in Mexico. Central America and Mexico are unstable regions of the world and have witnessed much political violence in recent history. Such violence could directly effect Under Armour as factories shut down or are destroyed, shipments are delayed or confiscated, or employees are attacked or leave their posts. As a result Under Armour would be unable to distribute in the United States.
Under Armour's attempts to penetrate the shoe market have been fairly successful with their performance cleats. The company is the official footwear sponsor of the NFL. The move into the footwear market marks another step in competition with Nike, with future plans to expand into the basketball, tennis, and soccer footwear markets. 
Roughly one third of Under Armour's sales were to Dick's Sporting Goods (DKS) and Sports Authority. If either of these companies were to suffer, Under Armour's sales would be affected. Also the company does not enter into long term sales contracts with any of its key customers, relying on a good faith policy. Due to the lack of any contracts, these customers can take away business from Under Armour whenever they feel the need to. In addition, the vast majority of the company's wholesale distribution is through large format national and regional retail chains. 
Over 80% of Underarmour's net sales come from the United States, and less than 10% of net sales came from outside the US and Canada.  In contrast to Nike and Adidas, which have large presences in international and emerging markets, UA at present is dependent on the US for sales growth. While it is a small company and has the potential for expansion, short term declines in US consumer demand have the potential to negatively affect the company's bottom line.
Under Armour's pen main competition comes from large and well established apparel and footwear companies, such as Nike (NKE) and Adidas AG (ADDYY). These companies have international appeal and resources to match. Thankfully, Under Armour competes with them in a market that they specialize in. Therefore the company has been able to be both competitive and very successful despite the fact that their competitors have far more resources. Also, Under Armour competes with other sportswear focused companies, such as Columbia Sportswear Company. These smaller companies, while more of a match for Under Armour in terms of resource, they too appeal to a larger base than Under Armour and are competing with the company in only one market. In their primary market, athletic apparel, Under Armour can claim 74% of the market share, with Adidas and Nike struggle to catch up. In the terms of the overall athletic market, Under Armour claims 31% of the market share, Nike 36%, and Adidas and other athletic companies claiming the remainder.