Under Armour SWOT Analysis

Strengths

Strong Brand Name
Recognizable, Memorable logo
The company continues to grow and innovate
Supporting college athletic departments
Customers believe in the product, as do the employees of Under Armour
Stand strong against big competitors like NIKE and Reebok
They don’t pay athletes millions of dollars to wear the brand; the athletes choose to wear it, because it works.
Under Armour connects with their consumers better than most brands
Frontrunner in performance athletic apparel
Product is valuable to both consumer and Under Armour


Weaknesses

The product is expensive to buy
Lack of awareness
Forceful advertising can come off as too intense
Narrow focus, only work out wear
Viewed as a male-targeted brand
Can be hard to relate too in advertising if you’re not a serious athlete
Narrow target market
Isn’t always perceived as attainable with the high prices and big athletes as spokesmen
Still a rather new company (eight years)


Opportunities

Have popular athletes wear the product
Emphasize a variety of sports
Lower prices
Encourage a workout lifestyle
Focus on a younger target market
Attract consumers looking for a high-quality product
Transform advertising focus, make it more relatable and attainable
Supply more college athletic programs with Under Armour apparel
Introduce a more graphic line of apparel to attract a younger crowd
Become more relatable with a broader audience rather than just the hard core athletes


Threats

Economic recession
Long-standing Competitors
Male-dominated focus
If Under Armour wishes to expand into a more fashionable line, they run the risk of losing their hard-core athletes
Because they are still a young company, they could outlast the ‘buzz’ and become a long-standing sports apparel company. They still have phases to go through including a recession in purchasing and a lack of demand.
Competitors offer similar products at a lower retail value



Under Armour has coined the tagline, “We Must Protect This House!” They used it in all their print and television media. More recently, Under Armour has changed their slogan to, “The Advantage Is Undeniable.” This new slogan better fits the image that they are trying to convey to their market. Pointing out the idea that Under Armour’s products have advantage over all other products is a great way for the company to reinforce brand recognition to the consumer.

Target Market

Collegiate Athletes ages 17-23
Football, Baseball, Hockey players etc.
Adults practicing a Healthy Lifestyle