The Marketing Layout Of American Sports Brand UA

U.S.A

The upstart Under Armour has attracted many people's attention because of the nearly crazy growth rate in recent two years.

Especially in their own American stronghold.

We need to look at this competitor in a different way.

However, there are hidden worries behind the glossy data, because during the quarter,

Net profit plunged from $13 million 760 thousand a year ago to $6 million 340 thousand, or 57%, and operating profit also declined by 39% to $19 million 370 thousand.

It can be said that such a scene has not been seen in UA for a long time.

Now UA and Nike obviously do not have much to compare with, because Nike also has a huge overseas market to support, and for the main battlefield in the local UA, we need to do more work.

Fortunately, UA has early warning about this. From the second half of 2016, every step is crucial to UA.

In June of this year, the news came out that Under Armour wanted to enter the fashion industry.

Under Armour, relying on professional fitness clothing, is now in the field of golf, basketball and other fields. The brand of sports shoes is pformed into comprehensive sports brand. The only thing they still lack is casual clothes such as clover and Air Max.

Rio Olympic Games are gradually coming to an end, and the main concerns in the last few days are basically locked in track and field and many collective events.

In fact, the early warm-up of UA for Rio Olympic Games is still very sufficient.

International Olympic Committee attaches great importance to the protection of the rights and interests of the official sponsors. Therefore, an Olympic marketing Rule 40 will be issued at every event to restrict the marketing actions of the non official sponsors. However, in Rio, this regulation has been relaxed.

The Olympic Games is an excellent opportunity for UA to carry out international publicity. However, they have not made much layout, and their eyes remain in the US.