Under Armour Adheres To The "UA" Style And Aims At New Directions.

Speaking of Under Armour, the fast dry tights that come first in many people's minds, the "UA" logo, are a little expensive, but most of them are in sports venues when they are looking at figures and technological content. Maybe this will change in the future. This "UA" will go skiing with you on foot. Because Under Armour has been targeted. Outdoor market We need to march in a big way.

The brand, which has been established for less than 20 years, has surpassed Adidas in the second half of 2014 and has become the second largest sport brand in the US market in the second half of the 18 months after the 18 consecutive month of sales growth of more than 20%. In 2014, the total revenue of Under Armour exceeded $3 billion. In the stock market, the price growth rate of Under Armour shares, which only went public in 2005, is almost two times that of Nike. However, from a global perspective, the scale of the brand is still quite different from that of Adidas and Nike: in 2014, Adidas's global income was nearly $15 billion, while Nike was as high as $28 billion.

On the whole, Under Armour Most of the sales came from North America. Compared with the two leading companies in the outdoor industry, The North Face and Columbia (the brand itself only), the two brands in 2014 were global sales of $2 billion 200 million and $1 billion 750 million respectively.

In order to develop the outdoor business, Under Armour has made great efforts to deploy the original elite of the company, and has also dug up a number of industry experts: Page has only been 6 months as the senior director of Under Armour outdoor function business. Before that, he was in Mountain Hardwear and The North Face They have worked for many years; Kat Schoewe has worked in L.L. Bean for 8 years before coming to Under Armour as an outdoor product design director, and a senior designer Margaret Mussman, who was the winner of the Salt Lake City outdoor exhibition fashion design award and served as a designer in Eddie Bauer and 686.

For the style of Under Armour outdoor products, Schoewe will insist on the consistent style of UA: strong, athletic, simple, streamlined design, bold logo, bright color. "At the moment, a lot of outdoor brands love to see the trend of color and retro, but we do not see the trend, but this means we ignore the trend of the outdoor market," she said. "We are just ensuring that this is a product of Under Armour, which has the characteristics of Under Armour.

Under Armour also focuses on the female sports equipment market. In its first outdoor product line, a high-tech female ski suit has been released. Just like Kevin Plank, the founder of Under Armour, Under Armour should become the favorite brand of female consumers.