An expanding product line. In addition to continually growing the profitability of its established hi-tech apparel line, UA is diversifying is its product mix, taking market share from its somewhat stagnant competitors - Nike, Champion, Reebok, Adidas, Puma, and Russell Athletic. Just before Superbowl 2009, the company announced it was launching its first running shoe line. "We're dead set on becoming the world's No. 1 performance brand and running is a part of that," said Steve Battista, senior vice president of brand at Under Armour Inc.
Its six shoes will sell for $85 to $120. The company is hoping to leverage its brand recognition in the clothing business to tap the running shoe market, valued at $5 billion in the U.S. alone.
International Growth. Under Armour is poised to expand its international presence from its highly targeted Rugby and Soccer markets to a more comprehensive line. Featured at over 4,000 retail stores outside the U.S. already, UA could reap high rewards from increased international presence.
As football season kicks off (last week), and athletes begin to fill out their fall wardrobe, Under Armour’s sleek high performance apparel typically begins to fly off retailers shelves. Management has been very successful in promoting the quality of their wares and developing a robust distribution plan.
Kevin Plank is the mastermind and a confident leader. Plank appears to fill the leadership role well and has built a solid team of aggressive players who have built an impressive retail giant out of what used to be a single product shop .