Under Armour Swot Analysis

Under Amour’s strength is innovative and unique technology of their products. “For example, in 2013, the company released a shirt that tracks athlete’s heart. Sensors in the brand’s shirt are able to pick up electrical signals from the heart. Additionally, Under Armour developed the tape replacing clear that gives ultimate support, and pivot freedom for athletes.” (Horovitz 2012) These Innovations give Under Armour a competitive edge against other sporting retail brands. As the company continues to keep up with society’s technology advances, it can remain a hot topic in its industry in the eyes of many consumers. Also with the invention of the compression undershirt, Under Armour was founded on innovation within the athletic industry. From the company’s humble beginning to now, Under Armour has kept a continuous focus on meeting the changing needs of athletic industry with new, innovation technology. The company has a natural fast-dying cotton.(Jackson and Day P12-18)
The Under Armour’s logo is showing up in almost any sport, at any level in North America. Their symbol can be seen on stadium walls,postor and it is a symbol that has grown common to the American eye for a long time. Under Armour has really invested themselves in advertising for sport of golf. Their brand is even more recognizable than ever with professional golfer Jordan Spieth endorsing the company. As Spieth gains notoriety in the golfing world, there is a whole new group of people recognizing the Under Armour brand and buying Under Armour products.Not only Jordan Spiethh, but also they have Misty Copeland,a ballerina, and Lindsey Vonn,downhill skier as their female product endorser.For this step of having , Under Armour started their female-target