sales close to $7 billion in 2015-Under Armour’s market share was thought to exceed 35 percent. 1 In the synthetic performance apparel segment-a market niche with estimated U.S. Heading into 2016, Under Armour had an estimated 16 percent share of the United States market for sports apparel (up from 12.7 percent in 2012 and 11.1 percent in 2011). Its interlocking “U” and “A” logo was almost as familiar and well-known as industry-leader Nike’s swoosh. Nearly 20 years later, with 2015 revenues of $3.9 billion, Under Armour had a growing brand presence in the roughly $70 billion multisegment retail market for sports apparel, activewear, and athletic footwear in the United States. Under Armour’s innovative synthetic performance fabric T-shirts were an instant hit. It started with a simple plan to make a T-shirt that provided compression and wicked perspiration off the wearer’s skin, thereby avoiding the discomfort of sweat-absorbed apparel. Thompson The University of Alabama Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour was the originator of sports apparel made with performance-enhancing fabrics-gear engineered to wick moisture from the body, regulate body temperature, and enhance comfort regardless of weather conditions and activity levels. CASE 08 Under Armour’s Strategy in 2016-How Big a Factor Can the Company Become in the $250 Billion Global Market for Sports Apparel and Footwear? Arthur A.

Under armour endomondo