Industry Positioning Analysis Of Under Armour Essay

865 Words Nov 9th, 2015 4 Pages
Industry Positioning Analysis of Under Armour by Arely Cornejo


Under Armour is a company that was founded in 1996 by a man named Kevin Plank, who was also a former football player at the University of Maryland. Kevin had the brilliant idea of coming up with a moister-wicking polyester blend of fabrics to make tighter fitting shirts and undergarments that would not only make it cooler but more comfortable when engaging in high levels of physical activity. At first the company was named KP Sports but in the year 2005, they renamed themselves to Under Armour as they were also going public.
The company is definitely a front-runner in performance apparel. Their goal is to keep athletes cool, dry and light throughout the course of their physical activity, practice, workout or game. Under Armour has three lines of apparel gear that is intended to regulate body temperature, enhance comfort/mobility, and provide ultimate performance regardless of the weather. They have HeatGear when the weather is hot, ColdGear for the cold, and AllSeasonGear for all the other seasons in between. Their brand mission is to make all athletes better through passion, design, and the relentless pursuit of innovation.

Porter’s Five Forces Model

Porter’s Five Forces Model is used to analyze the profitability of the sports apparel industry. There is a lot of rivalry and competition among companies in the sports apparel industry. The demand is high and that is why there are many large…

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