Look At How Under Armour Beat Adidas And Nike.

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Xiaobian of the network to introduce the sports brand rookie Under Armour: beat Adidas, beat Nike.

It's time to get to know Under Armour (UA). This company not only defeated Adidas in the US, but also won Nike in the stock market.

Wearing a pair of UA sneakers on American campuses is more cool than Nike and Adidas.

UA, headquartered in Maryland, USA, is the second largest sports brand manufacturer in the United States. It is made in tight suits.

According to data provided by Sterne Agee and SportScanInfo, UA sales increased by 20% to $1 billion 200 million in the first eight months of this year, the first time to surpass Adidas (sales 1 billion 100 million US dollars, down 23% from the same period last year), and become the second sports brand in the US.

The sales figures of US $1 billion 200 million are far less than that of Nike's $8 billion 900 million in the same period, but UA's share price growth over the past three years is two times that of Nike.

Even in S & P 500

Of the 40 stocks that performed best in August, UA also ranked third as the 57.85% increase, becoming the most attractive stock in the consumer goods industry.

UA was founded in 1996, and the founder and CEO Plank of rugby star came to create the brand at the time to create a high-performance sports suit that could satisfy professional athletes in CEO.

Since then, the company has truly distinguished itself from many sports brands in the US market, especially by professional athletes and young people. Its coverage in the gym (especially fitness trainers) is very high, and President Obama is also a fan of it.

As an American brand, UA has a strong influence on American teenagers, especially college students.

Wearing a pair of UA sneakers on American campuses is more cool than Nike and Adidas.

This is largely due to the star effect and word of mouth of professional athletes.

UA's first impressive appearance was Geoff George (Jeff George), a member of the famous American rugby team Oakland Raiders, wearing the headlines of USA Today.

Today, UA's spokesmen include "Olympic eight kings" Phelps, American sweetheart Lindsay Vaughan and NBA guard Steve Currie.

This summer, in the most expensive advertising endorsement war with Nike in the history of Kevin Durant, despite the eventual failure, UA's popularity in overseas markets has been improved.

However, Chinese sports brand consumers still have limited awareness of UA.

Compared with the global layout of Nike and Adidas, UA's sales are highly dependent on the US market.

At present, 94.1% of its revenue comes from the North American market.

The pace of the expansion of the international market is slow.

In China, it was not until April 2011 that UA opened its first exclusive store in Shanghai port Hui square.

Up to now, there are only 18 stores in China. These stores are basically located in the commercial landmark buildings of the first tier cities in China.

The first product is sweat absorption and drainage.

After opening the market, UA's product range has expanded to include all kinds of sports equipment including shoes and sunglasses.

The company also has the qualities of some technology companies. UA has released fitness apps MapMyFitness and wearable devices Armour 39 in implantable fabrics.

In July this year, Li Zairong, vice president of Samsung Electronics, met with UA senior in Seoul, and expressed the hope to form a partnership with the latter in developing wearable products in order to combat possible alliances such as Apple Corp and Nike.

In 2013, UA's sales grew from $17 thousand in the year to $2 billion 300 million, and the stock market valued more than $9 billion.

The proportion of sports apparel products in the income structure of UA has been more than 75%.

The brand has gained 70% of the market share of the sportswear market, and has introduced professional equipment in basketball, football, rugby, running and other sports fields.

UA's performance on runners is especially prominent, and this category is also the best selling product in its entire line of products.

In the American professional sporting goods market containing sports shoes, UA now accounts for 31%, behind Nike, which accounts for 36%.

UA's performance is bound to trigger Adidas's counterattack.

The latter lowered its expectations for sales of Euro 17 billion in 2015 in the mid 2014 report.

The team hopes to break through the American market's achievements only in football business, and can perform better in rugby, baseball and basketball business.