Sports Rookie UA Is Expected To Take The First Place In The Brand.

Sports brand rookie UA: beat Adidas and win 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.

UA, headquartered in Maryland, USA, is the second largest sport in the United States.

They started 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, exceeding Adidas for the first time (1 billion 100 million US dollars, 23% lower than the same period last year).

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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 the S & P 500 stock market, as of August, the best performing 40 stocks, UA also ranked 57.85% by third, becoming the most popular 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 also made great efforts in the United States by virtue of its professional and high-tech content.

Among them, especially in the gym (especially fitness trainers), they are very popular, and President Obama is also a fan.

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, China

The awareness of UA is still limited.

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.

After the first product, the sweat absorbing and moisture releasing T-shirt, was opened to the market, today's UA product range has been extended to 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 product revenue in the income structure of UA has been over 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. Management hopes to break through the US market only in the field of soccer business, and can perform better in rugby, baseball and basketball business.