Essay About Under Armour And Increasing Popularity Of Wearable Devices

Swot Analysis Under Armour
SWOT ANALYSIS
Internal
Strengths
Innovative
Diverse/expanding product portfolio
Financially stable
Visibility in market
Committed leadership
Credibility for performance
Weaknesses
Supply chain: dependence on 3rd parties
Lack of global presence
Financial strength
Dependent on athletic endorsements
Lack of diversity within leadership
External
Opportunities
Global expansion
Technology: wearable & mobile fitness
Expansion into new product categories: women, youth, footwear, performance fashion
Threats
Material price fluctuations/supply shortages
Competition: Nike, Adidas
Lack of IP
Table 1. Strengths, Weaknesses, Opportunities, & Threats (SWOT) of Under Armour.
Since its inception, Under Amour has strived to accomplish their goal of being the world leading in performance apparel. However, with strong competition from Nike, Adidas, and others, the question of whether or not Under Armour can sustain the competitive advantage that has made them so successful remains. If Under Armour can capitalize on their opportunities while improving their weaknesses and managing/neutralizing threats, they should be able to sustain their competitive advantage. Under Armour will need to continue to expand into women’s and youth performance apparel, as well as refine their footwear category. They will need to find the right balance between fashion and performance—creating a fashionable product without damaging their reputation for creating true performance apparel . With the increasing popularity of wearable devices, mobile fitness, and nutrition-related applications, Under Armour will need to expand its