Under Armour: Clothing Has Gained Popularity And Footwear Has Become The Biggest Growth Point.

In addition to accurate market positioning, superior market environment and direct marketing of pain points are also key to their success.

In recent years, people have more demand for sports, not only the number of participants is increasing, but also the demand for sports equipment is more and more refined and professional.

This provides a suitable growth environment for technology based UA.

At the same time, UA's marketing positioning is very precise, it will locate the crowd in the campus young people and athletes, and strive to create a brand young, professional image.

At the same time, the brand also emphasizes the sense of technology, whether it is products or stores.

It can be seen that a good positioning can make the original homogenization of competition different.

They rely on Sports tights and rugby protective devices, and are a smaller share of the market.

Brand positioning relies on technology and market segmentation. At the very beginning, it created strong influence in the field, resulting in the product line being too long and Adidas and Nike with too much coverage to be deeply touched.

And this kind of market demand for technology makes barriers to entry high, so in this field, UA has obvious advantages and its status is difficult to shake.

However, UA is not only satisfied with the dominance of market segments.

When sports giants fought in the field of fashion, UA began to try gradually in various sports fields: in 2006, they began to push football shoes, in 2007 they pushed baseball series, 2008 began training shoes, 2009 was running shoes, and began the basketball market in 2010.

UA's ambition is clear every year.

UA founder also said that our goal is to identify leading positions in every field.

However, the layout

The market is not easy to do, because the dominance of Nike and Adidas is obvious both in the US market and in the global market. Whether in the US market or overseas market, the giant barrier makes it difficult for new brands to enter directly from the footwear market.

In 2012, UA clothing sales accounted for 75.6%, footwear 13%, which can be seen.

And with

Compared to sportswear, market distribution is more dispersed, especially in the US market, while Adidas and Nike occupy the top two seats, but the advantage is not obvious.

The sportswear market's fragmented characteristics make UA, a sport tightshirt, seize the opportunity.

But over reliance on single category is certainly not the normal way of development.

It is gratifying to note that UA 2014 annual report shows that the sales of footwear have increased rapidly due to the increase in brand awareness of sportswear. Sales of UA clothing increased by 30% in the 2014 fiscal year, footwear increased by 44.2%, and footwear sales increased from 12.8% in 2013 to 14%.

Like Nike and Adi, UA also focuses on the stars.

It grabbed Kevin Durant from Nike in 2014 with a bid contract of more than $320 million for 10 years. According to statistics, UA currently has 13 NBA players including Stephen Currie.