Under Armour Inc's Business Segments

Under Armour Inc.s principal business activities encompass the development, marketing, and distribution of branded performance apparel, footwear, and accessories for men, women, and youth. The company specializes in moisture-wicking fabrications, which are designed for various climates, offering a performance alternative to traditional products. Under Armour aims to cater to athletes across all levels—from youth to professionals—while also appealing to consumers leading active lifestyles worldwide.

The companys net revenues primarily stem from wholesale sales to national, regional, independent, and specialty retailers. Additionally, revenue is generated through direct-to-consumer sales, which include brand stores, factory outlet stores, and e-commerce platforms, as well as through product licensing. While a significant portion of sales occurs in North America, Under Armour has a growing international presence, with revenues generated through wholesale and direct-to-consumer channels in more than fifteen countries across Europe, Latin America, and Asia. A third-party licensee also sells Under Armour products in Japan and Korea. The company is focused on long-term growth through increased sales of its apparel, footwear, and accessories, expanded wholesale distribution, enhanced direct-to-consumer channels, and deeper international market penetration. Most of its products are manufactured by unaffiliated manufacturers in 19 countries outside the United States.

A pivotal acquisition for Under Armour was MapMyFitness, Inc. in December 2013, a digital fitness platform with a community of over 20 million registered users. The brand plans to engage this community by developing innovative digital products to promote healthier lifestyles, while also leveraging this platform to increase awareness and sales of existing product lines in North America.

Under Armours marketing strategy primarily targets athletic, fitness, training, and outdoor activities. The company builds brand equity and awareness by ensuring that its products are utilized by high-performing athletes and teams at the high school, collegiate, and professional levels. Through a range of sponsorships, outfitting agreements, and direct sales to athletes and equipment managers, Under Armours products gain visibility through various media channels, enhancing brand authenticity.

The brand maintains official outfitting agreements with several high-profile collegiate conferences and is the official supplier for footwear and gloves to the NFL. Under Armour also partners with Major League Baseball (MLB) and the NBA, allowing it to market its products in connection with these leagues. Internationally, the brand supplies performance apparel to European soccer and rugby teams, including the Tottenham Hotspur Football Club and the Welsh Rugby Union.

Additionally, Under Armour sponsors grassroots events, such as combines and camps, to promote brand authenticity and engage young athletes. The company manages a collection of high school All-America Games, generating significant exposure for its products.

In terms of media presence, Under Armour promotes its products across various national digital, broadcast, and print channels, while also engaging consumers through social media to foster brand conversations.

For retail presentation, Under Armour focuses on increasing floor space dedicated to its products within major retail accounts. Establishing Under Armour concept shops, which provide exclusive and immersive brand experiences, is a key initiative in aligning its branding strategy with retail partners. This shop-in-shop model enhances brand visibility and consumer engagement through dedicated product displays and environments.

Under Armour Inc. is a prominent player in the athletic apparel and footwear industry, well-known for its innovative products that appeal to a variety of athletes and fitness enthusiasts. The company operates in several segments, offering a wide array of products that cater to men, women, and youth. Heres an extensive overview of their key segments, products, and services:

1. Apparel

Under Armours apparel line is diversely designed to enhance athletic performance by focusing on comfort, mobility, and temperature regulation. Their apparel products are marketed within three primary gearlines, each tailored for different environmental conditions:

- HEATGEAR®: This product line is engineered for wear in warm to hot weather. It features lightweight, moisture-wicking fabrics that keep the body cool and dry. HEATGEAR® apparel is available in various tops and bottoms that are ideal for workouts or outdoor activities in high temperatures.

- COLDGEAR®: Designed for cooler conditions, this line helps in moisture management while retaining body heat. COLDGEAR® comprises lightweight layers that can be worn underneath other garments for added insulation. It is particularly popular in sports requiring protective gear, such as football and skiing.

- ALLSEASONGEAR®: This line provides versatility for wear in fluctuating temperatures. It incorporates technical fabrics that maintain comfort, keeping the wearer dry and warm in cooler weather while preventing overheating in warmer conditions.

In terms of fit, Under Armour offers three types across its apparel lines:
- Compression (tight fit): This fit is aimed at providing support and aiding muscle recovery.
- Fitted (athletic fit): Offering a balance of mobility and support, this fit is suitable for athletic activities.
- Loose (relaxed fit): Designed for comfort, this fit is ideal for casual wear or less intense activities.

Footwear

Under Armours footwear offerings have significantly expanded since their introduction in 2006. The range includes:
- Cleats for various sports: Football, baseball, lacrosse, softball, and soccer cleats designed with performance features that cater to different sports-specific needs.
- Training and running footwear: Shoes designed for high performance and comfort during workouts and running sessions.
- Basketball footwear: Designed with cutting-edge support and cushioning features tailored specifically for the sport.
- Casual and lifestyle shoes: These products often blend functional design with everyday style.

Their footwear incorporates innovative technologies that enhance performance, such as stabilization support, directional cushioning, and advanced moisture management.

Accessories

Under Armours accessory line includes:
- Headwear: Caps and beanies designed with performance fabrics.
- Bags: Versatile gym bags and backpacks that combine functionality with style.
- Gloves: A range of gloves that apply both HEATGEAR® and COLDGEAR® technologies to provide flexibility and performance depending on the season.

These accessories are engineered to deliver the same type of advanced performance as the apparel and footwear lines.

Licensing Arrangements

Under Armour also enters into licensing agreements to develop additional products that bear the brands name. These products often include:
- Socks and team uniforms: Essentials for various sports teams.
- Baby and kids apparel: Extending their brand reach to younger audiences.
- Eyewear: Performance-oriented glasses suitable for various athletic activities.
- Inflatable sports equipment: Items such as footballs and basketballs that have performance-related advantages.

Under Armours licensing partners work under the guidance of the companys product teams to ensure that the quality and design align with brand standards.

Digital Fitness Platform

In 2013, Under Armour expanded its portfolio by acquiring MapMyFitness, a digital wellness platform. This platform offers services related to fitness tracking, providing users with tools to monitor their health and fitness progress. The acquisition has enhanced Under Armours engagement with consumers through:
- Subscriptions and digital marketing: Generating revenue through premium features and advertising on the platform.
- Community building: Connecting users with like-minded individuals for motivation and support in fitness endeavors.

Conclusion

Under Armour, through its diverse product offerings and innovative technologies, continues to position itself as a formidable competitor in the athletic gear market. By blending performance with style and functionality, the company meets the needs of a wide range of active consumers, continually evolving its product lines to incorporate the latest trends and technological advancements in the fitness industry.