What Does Under Armour Want To Put Home In Nike'S Backyard?

In the pursuit of Nike, Andemar (Under Armour) never left any strength.

Now, it has to move home to Nike's backyard.

According to reports, the second major sports brand of the United States, Andrea bought a building in Portland, it plans to set up second headquarters in Portland.

The city in the western United States is exactly where Nike headquarters and Adidas North America Headquarters are located.

As soon as the news was released, it was quickly confirmed by Andrew.

"Andrew company will continue its global expansion. We are very happy to leave footprints in Portland. This is a major strategic deployment of the brand."

Andemar said in a public statement.

It is reported that the building bought by Andrea is located in the center of Portland, which is the fitness center of the YMCA.

The building covers an area of 70 thousand square feet (6503 square meters), including a swimming pool, basketball court and other sports facilities.

Although located in the center of the city, the low building is surrounded by the local city park, and the surrounding environment is very beautiful.

Andemar spent a total of 10 million dollars (about 61 million 935 thousand yuan) for that purpose.

Andemar has taken a fancy to the quiet surrounding environment, because most of the office designers will soon work here, and the company believes that such an environment is more conducive to their design creation.

"The Portland headquarters will be fully responsible for the brand footwear business. The first batch of employees in Portland will have about 50 people, of whom the footwear products designers are the main ones."

The company said in a statement.

Prior to that, Andemar was famous for sports tights and other clothing products, but the shoe business of the brand is also growing rapidly.

In the 2014 fiscal year, sales of Andemar's sneakers were $431 million (about 2 billion 369 million yuan), up 44% from the same year.

At present, the income of footwear products accounts for about 14% of the company's total revenue, and this figure continues to grow.

Nevertheless, Andemar's footwear performance is still far behind Nike.

In the fiscal year of 2014, Nike's total revenue was 27 billion 800 million yuan (about 172 billion 165 million yuan), of which footwear accounted for 58% of total revenue.

As a result, Andrew has moved the footwear business to Nike's door, one of which is to grab the resources of the other party.

Not long ago, Nike's product development director, Allan Schrock, was captured by Andrew and became one of the first Portland's new headquarters.

However, this obviously can not satisfy Andrew's ambition.

According to the local media "Oregon people", after Andrew entered Portland, he intends to continue to grab some footwear designers from Nike and Adidas to expand their sports shoes production team.

"Andrea is rapidly building our footwear team. In 2014, our market share of footwear products continues to improve. Next, Andrew will speed up the innovation of footwear products such as running shoes and basketball shoes."

Kevin CEO Planck said at a recent investor conference call.

In addition, Andemar also plans to put a small number of non footwear businesses in Portland.

The first thing they did was to excavate people from Nike. Rick Anguilla, Nike's former investor relations leader, was recently hired by Andrew as a strategic consultant.

It is speculated that Rick Anguilla will help promote its women's clothing products in Portland to shake Nike's position in the female market.

Following

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After that, second of the United States.

Also stationed in Portland, which means that the world's most influential sports brands are gathered in this American city.

Of course, as the "capital of the world sports industry", Portland enjoys a long standing reputation.

In addition to the big brands such as Nike, the city also owns more than 2000 excellent sports enterprises in Columbia, including the sports apparel company, including the overseas footwear products R & D center of Lining, the Chinese sports brand.

This American city

The industry is so developed, first of all, from Portland's passion for sports.

Secondly, the most important factor driving the development of the industry is that Portland has the world's best universities in the field of sporting goods design -- University of Oregon, Portland State University and Portland Shoe Design Institute.

Sufficient reserves of talents make Portland maintain a strong momentum in the sporting goods industry.

Therefore, after Andemar's announcement, Patrick Quinton, executive director of the Portland Development Committee, said: "the expansion of the company needs talents, and the world's top sports shoes designers are in Portland."

In addition, Portland mayor Charlie Hales also praised the decision of Andrew company, which he said was an exciting news.

It can be predicted that Portland, as the "Silicon Valley" of the sporting goods industry, will surely bring a lot of power and energy to Andrea.

This ambitious young brand is likely to cause great trouble to the major brands in Portland.

However, this does not mean that Andrew will completely relocate its headquarters to Portland.

Andrew CEO Kevin Planck recently said they would not leave their home town of Baltimore and will soon buy new office buildings in the coastal city to meet the needs of their expansion.