Comparison Of Nike And Under Armour

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Wearable fitness technology is also a growing trend in the sports industry and UA is positioning its self to be a trailblazer in the industry. A positive growth outlook in the athletic apparel and footwear industry will give UA an opportunity to continually expand its market share into many geographical regions. In 2014 UA has had positive growth in the U.S., which is their primary geographic market. This increase in revenue is attributed to industry growth and a renewed focus on the female consumers (Prior, 26). Sports participation has seen a gradual increase in past few years and is expected to continue its growth. So athletic apparel manufacturers such as UA can realize significant growth in the coming years. On the other hand UA also faces…show more content…
However Under Armour is the has been able to mount a noticeable challenge being such a relatively new company. Innovation has been a key component in Under Armour has used make itself standout in a crowded apparel industry. It both Nike’s and Under Armour’s mission statement innovation is a common element. However, it is interesting to see how each company uses that innovation for different purposes. With Nike, innovation is linked to inspiration and convincing everyone that if they have a body they are an athlete. While, Under Armour’s innovation is linked more with science research and trying to develop the most high-tech products possible. Under Armour is focusing on direct-to-consumer categories: online sales and outlet and specialty stores, which are expected to represent nearly a third of Under Armour's distribution channels, and in international markets, with new store openings in…show more content…
Nike is international heavyweight that has locations in multiple countries and a significant market share of the sports apparel industry. It has already went through the stage of expansion and the company is now seeking to become a more sustainable business. Nike is now attempting to construct a plan that would allow it to achieve zero waste by manufacturing products that can be reused. For Nike, sustainability is linked to its growth and innovation strategy which is why it is trying so hard to make this a global plan. On the other side of the spectrum is Under Armour, which is just beginning to expand. For instance is has just began a five-year deal as the uniform sponsor of the English Premier League club Tottenham Hotspur. Being able to sponsor a popular sporting organization in Europe is a major step in the right direction for Under Armour. In term of marketing Under Armour has mainly focused on the United Sates however it is staring to develop a strong media presence in Europe and Asia. Currently, Under Armour has full uniform sponsorship deals with 3 teams and 4 individual endorsements in Europe. This level of expansion takes significant effort and resources, which is why they really can't focus too much on the sustainability issue at the present moment. Cleaver strategic planning has seen Under Armour compete with Nike on a level that most other sports
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