Nike Vs Under Armour Case Study

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Nike, is one of the most well-known sporting-goods company around the globe today. However, Under Armour is quickly rising to the top. The two are very outstanding companies, but which is better? Analyzing two “like companies” can be a difficult task for anyone. By beginning with the development of the company, would be the best way to start the process. Along with the history, I will be comparing the target markets, differences in their product lines, sales and revenue generated, and ending with what the world thinks about the two. Finally, after reviewing all of these aspects of the two companies I will decide who the better company really is. Nike was founded in 1964 by Bill Bowerman and Phil Knight. Before their name changed to Nike it …show more content…
Both Under Armour and Nike were started by former athletes who wanted to manufacture their own performance equipment. Both have an emphasis on performance as well as a higher purpose that involves being the best you can be. Remarkably, Under Armour has been able to successfully compete with Nike head to head rather using than a niche-disrupting strategy Nike’s main focus was to create shoes that would benefit all athletes. Under Armour’s goal was to create a shirt that was moisture wicking to keep athletes cool and dry during their intensive training. They both wanted to help improve an athlete’s performance. Obviously they accomplished their goals; otherwise, the two companies would not be where they are today. Nike and Under Armour both have a very similar target market, and that is anyone who wants to workout. Their main target audience would be professional athletes, because Nike has gear and apparel for nearly any sport you can think of. Although, there are people who are not involved in any specific sport, and who like to work out, are covered by them too. Under Armour tries to target athletes of all ages, from young males and females to more accomplished athletes. However, the main focus of Under Armour’s target demographic seems to be amongst young males. Most of their sales are from young male athletes; this is due to a high focus on male dominated sports like football and lacrosse. Nonetheless, their …show more content…
They both sell apparel like t-shirts, shorts, pants, and socks for any sport imaginable. People that are into running have apparel that fits their needs at both stores. The ones who are into basketball, football, soccer, volleyball, baseball, golf, skateboarding, surfing, and tennis can each find their gear at either company. Of course, they both sell other items like headbands, hats, backpacks, shoes, and many different kinds of items that are common. However, Under Armour has only one brand, which is Under Armour. All of their products are labeled with the Under Armour logo. Whereas Nike has many different brand lines, they have bought out a few companies like Converse and Hurley. Therefore, since they own different companies that means that they are not strictly just Nike. Nike then has a wider selection of items people could buy from if something does not fit a customers wants. Nike also sells the Nike FuelBand. The FuelBand is like a bracelet that goes on a person’s wrist and it measures how much that person moves. It also provides them with insights, motivation, and opportunities to become a better athlete. Nike has also paired up with Apple and developed an app called Nike+, this app allows a person to track how much they run, walk, and etc. However, when having the FuelBand all the activities can be synced and stored to the app. Overall, Nike has developed

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