08 Jun UNDER ARMOUR MARKETING ANALYSIS
Since its creation in 1996, Kevin Plank’s Under Armour has under gone rapid expansion. It has taken over the performance apparel market in the United States, outselling sporting giants such as Nike and Addidas. The company has even expanded beyond the performance apparel line and introduced products including footwear and casual wear. Although it has an immense following in the United States, Under Armour has been facing many difficult barriers to their entry into foreign markets, specifically Europe. These ‘entrance barriers’ include the increase in competition, the limited scope of their main sport (American Football) in Europe, and the small range of the company compared to the larger, more established companies. However, given the lack of a clear apparel king in Europe and Under Armour’s history with clever advertising, it is possible for them to assert their marketing muscles and become a force in the foreign market.
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