Before we dive deep into the SWOT analysis, let’s get the business overview of Under Armour. Under Armour is an American sportswear and athletic apparel company founded in 1996 by Kevin Plank. The company is headquartered in Baltimore, Maryland, and its mission is to “make all athletes better through passion, design, and the relentless pursuit of innovation.”

Under Armour’s product offerings include a wide range of athletic apparel, footwear, and accessories for men, women, and children. The company’s product lines are designed for various athletic pursuits, including running, training, basketball, soccer, golf, and outdoor activities.

In addition to its product offerings, Under Armour operates several digital fitness and wellness platforms, including MapMyFitness, MyFitnessPal, and Endomondo. These platforms allow users to track their fitness progress, connect with others, and receive personalized coaching and recommendations.

Under Armour has partnerships with many high-profile athletes, teams, and organizations, including Steph Curry, Dwayne “The Rock” Johnson, the NFL, MLB, and the US Olympic team.

The company has faced some challenges in recent years, including declining sales and increased competition from other sportswear brands. However, Under Armour has continued investing in new product development, marketing campaigns, and digital platforms to remain competitive in the athletic apparel market.

Here is the SWOT analysis for Under Armour

A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. It involves identifying the internal and external factors that can affect a venture’s success or failure and analyzing them to develop a strategic plan. In this article, we do a SWOT Analysis of Under Armour.

SWOT Analysis: Meaning, Importance, and Examples


  1. Strong Brand Image: Under Armour has established a strong brand image associated with innovation, quality, and performance. The brand has a loyal following of athletes and fitness enthusiasts who appreciate the company’s commitment to delivering high-quality products.
  2. Technologically Advanced Products: Under Armour’s products are known for their innovative features and use of advanced materials. The company invests heavily in research and development to create functional and stylish products.
  3. Diversified Product Line: Under Armour offers various products for various sports and activities, including running, training, basketball, soccer, golf, and outdoor activities. This diversification helps the company appeal to a broad customer base.
  4. Strategic Partnerships: Under Armour has formed partnerships with several high-profile athletes, teams, and organizations, which helps to boost the brand’s visibility and credibility.
  5. Strong E-commerce Presence: Under Armour has a strong e-commerce presence, which allows customers to shop conveniently from home and provides the company with valuable customer data that can be used to inform product development and marketing strategies.
  6. Focus on Digital Platforms: Under Armour has invested in many digital fitness and wellness platforms, including MapMyFitness, MyFitnessPal, and Endomondo. These platforms provide the company with additional revenue streams and help establish a stronger customer connection.

Overall, Under Armour’s focus on innovation, quality, and performance, as well as its diversified product line and strong partnerships, have helped the company to establish itself as a leader in the athletic apparel market.


Despite its strengths, Under Armour also faces several weaknesses that could impact its long-term success:

  1. Dependence on North America: Under Armour generates significant revenue from North America, making it vulnerable to economic and political instability.
  2. Limited International Presence: Under Armour has a limited presence in international markets compared to its competitors, which limits its growth potential and exposes it to currency fluctuations and other risks.
  3. Limited Product Differentiation: While Under Armour’s products are known for their technological innovations, the company’s product offerings are similar to those of its competitors. This makes it difficult for the company to stand out in a crowded market.
  4. Declining Sales: Under Armour has experienced declining sales in recent years, which has impacted its profitability and forced the company to make difficult decisions, such as restructuring its operations and cutting jobs.
  5. Dependence on Athlete Endorsements: Under Armour’s marketing strategy relies heavily on athlete endorsements, which can be costly and may only sometimes result in a positive return on investment.
  6. Limited Retail Presence: Under Armour has a small retail presence compared to its competitors, which makes it more difficult for customers to try on and purchase its products in-store.

These weaknesses highlight some of the challenges Under Armour faces as it seeks to maintain its position in the highly competitive athletic apparel market. Addressing these weaknesses will be key to the company’s long-term success.


There are several opportunities for Under Armour to grow and expand its business:

  1. International Expansion: Under Armour has an opportunity to expand its presence in international markets, such as Asia and Europe, where there is significant demand for athletic apparel.
  2. Women’s Market: Under Armour has an opportunity to capture a larger share of the women’s athletic apparel market, increasing and representing a significant growth opportunity.
  3. Diversification: Under Armour has an opportunity to diversify its product offerings beyond athletic apparel, such as by entering the footwear, outdoor gear, or lifestyle apparel markets.
  4. Direct-to-Consumer: Under Armour can continue to expand its direct-to-consumer business by investing in its e-commerce platforms and opening more branded retail stores.
  5. Digital Fitness Platforms: Under Armour can continue to expand its digital fitness and wellness platforms, such as MyFitnessPal, to reach a broader audience and provide additional revenue streams.
  6. Sustainable Products: Under Armour can capitalize on the growing consumer demand for sustainable and eco-friendly products by developing and marketing more sustainable athletic apparel and accessories.

Overall, these opportunities provide Under Armour with a path to growth and expansion in the highly competitive athletic apparel market. By capitalizing on these opportunities, the company can strengthen its brand and increase its revenue and profitability over the long term.


Under Armour faces several threats that could impact its business and financial performance:

  1. Competition: Under Armour operates in a highly competitive market, with well-established competitors such as Nike, Adidas, and Puma. These competitors have strong brand recognition, significant resources, and established distribution networks, which could make it difficult for Under Armour to gain market share.
  2. Economic Factors: Under Armour’s sales and profitability are highly dependent on consumer spending, which can be impacted by economic factors such as recession, inflation, or changes in disposable income.
  3. Changing Consumer Preferences: Consumer preferences and trends can change quickly, which could lead to reduced demand for Under Armour’s products if the company fails to adapt to these changes.
  4. Counterfeit Products: Under Armour is susceptible to counterfeit products, which could damage the company’s brand image and reduce consumer trust.
  5. Supply Chain Disruptions: Under Armour relies on a complex global supply chain to manufacture and distribute its products, which can be vulnerable to disruptions due to natural disasters, political instability, or other factors.
  6. Changing Regulatory Environment: Changes in laws and regulations related to labor, trade, or environmental practices could impact Under Armour’s operations and increase costs.

Overall, these threats highlight the challenges that Under Armour faces in the highly competitive and rapidly changing athletic apparel market. The company must remain agile and adaptable to navigate these threats and maintain its position in the market.

Check out the SWOT Analysis of Global Businesses