UA Surpasses Adidas to Become the Second Largest Sports Brand in the United States Date:2014-11-18 10:26
According to the Wall Street Journal, in the United States, Under Armour, the only 18-year-old brand in the world's largest sportswear market, has just surpassed veteran Adidas to become the second largest sports brand in the United States after Nike.
According to data provided by Sterne Agee and SportScanInfo, in the US market from January to August this year, Adidas AG Group's sales fell 23% year-on-year to US$1.1 billion, while Under Armour Inc.’s sales increased by 20% to US$1.2 billion over the same period. , ranked second in the United States. Over the same period, Nike’s US sales of sportswear, with US$8.9 billion, still dominates.
Globally, Adidas is still the second largest sports brand after Nike, but in the US market, despite Adidas acquiring Reebok Reebok in 2005 for $4 billion, it still failed to counterattack in Nike's hometown of the United States as expected. The German sports brand, which started with football in 1948, guards Nike’s European headquarters and also strengthens marketing in the US market.
Adidas lowered its forecast for sales of 17 billion euros in 2015 in its most recent mid-year report, with stocks falling more than 8% on that day. Adidas only makes a difference in the football business in the United States. Management hopes that Adidas can perform better in football, baseball and basketball.
Under Armour is not as strong as Adidas, but it has outstanding performance in running apparel and is the best-selling product in its full line of products. Although the existing wholesale network has limited capacity to reach the terminal, it does not prevent the brand from rapidly expanding footwear. Supplies, especially basketball shoes.
Under Armour was founded in 1996 and is headquartered in Baltimore, Maryland, USA, with sales of only 17,000 U.S. dollars. However, out of the 2014 S&P 500 stocks, among the 40 stocks that performed best in August, Under Armour (UA) ranked third and was the brightest performer in the consumer goods industry, with an increase of 57.85%.
A brief history of the Under Armour brand:
Under Armour (abbreviated as UA) was established in the United States in 1996. Kevin Plank, the founder of the brand, has been selected as the CEO of Top 10 Forbes ranked under 40 in the United States. Because he was an athlete and used to be the captain of the University of Maryland football team. When he was sweating, he was not satisfied with the performance of sweat-absorbing cotton clothes during the training process. He thought that the sportswear on the market did not meet his needs. The idea of ​​finding a clothing material that could quickly absorb sweat and perspiration and create a sporting goods brand that can enhance athlete performance was excited at that time. So he decided to start researching and developing sports innersuits. In the basement of his grandmother's house, he developed a micro fiber T-shirt and provided it to many people to gradually establish a reputation. Slowly reach today's scale.
Kevin Plank, President and CEO of Under Armour, once said that Under Armour’s net profit has grown at a rate of 20%+ for more than 10 consecutive quarters. The secret of its success is that we are always committed to satisfying users’ needs and bringing new products and innovative technologies. Ever since its first store was opened in February 2013 in Baltimore, the company’s hometown, various innovative products have been introduced, such as the earlier Armour 39 digital sports monitoring system, which can be fitted with a women's jogging bra to track heartbeats. , calorie consumption and exercise intensity, after the introduction of the reverberation of infrared thermal insulation technology ColdGear Infrared, thermal material fabrics and Speedform running shoe technology, etc.; after rapid development in the United States, the first store opened after Under Armour's globalization strategy started. And started the rapid development of online and offline, including the mobile terminal, including Under Armour's rapid expansion of offline retail stores, e-commerce sites and the acquisition of the famous mobile application MapMyFitness, to fully meet the consumer experience.
Nike has firmly monopolized the sports field big-name celebrity endorsement, Under Armour not to be outdone, and Nike fight for basketball star Kevin Durant Durant endorsement defeat, in rush to launch a large-scale women's market global marketing plan at the time, finalized with the world's top The cooperation of supermodel Gisele Bundchen and the launch of video digital advertising.
According to the Wall Street Journal, in the United States, Under Armour, the only 18-year-old brand in the world's largest sportswear market, has just surpassed veteran Adidas to become the second largest sports brand in the United States after Nike.
According to data provided by Sterne Agee and SportScanInfo, in the US market from January to August this year, Adidas AG Group's sales fell 23% year-on-year to US$1.1 billion, while Under Armour Inc.’s sales increased by 20% to US$1.2 billion over the same period. , ranked second in the United States. Over the same period, Nike’s US sales of sportswear, with US$8.9 billion, still dominates.
Globally, Adidas is still the second largest sports brand after Nike, but in the US market, despite Adidas acquiring Reebok Reebok in 2005 for $4 billion, it still failed to counterattack in Nike's hometown of the United States as expected. The German sports brand, which started with football in 1948, guards Nike’s European headquarters and also strengthens marketing in the US market.
Adidas lowered its forecast for sales of 17 billion euros in 2015 in its most recent mid-year report, with stocks falling more than 8% on that day. Adidas only makes a difference in the football business in the United States. Management hopes that Adidas can perform better in football, baseball and basketball.
Under Armour is not as strong as Adidas, but it has outstanding performance in running apparel and is the best-selling product in its full line of products. Although the existing wholesale network has limited capacity to reach the terminal, it does not prevent the brand from rapidly expanding footwear. Supplies, especially basketball shoes.
Under Armour was founded in 1996 and is headquartered in Baltimore, Maryland, USA, with sales of only 17,000 U.S. dollars. However, out of the 2014 S&P 500 stocks, among the 40 stocks that performed best in August, Under Armour (UA) ranked third and was the brightest performer in the consumer goods industry, with an increase of 57.85%.
A brief history of the Under Armour brand:
Under Armour (abbreviated as UA) was established in the United States in 1996. Kevin Plank, the founder of the brand, has been selected as the CEO of Top 10 Forbes ranked under 40 in the United States. Because he was an athlete and used to be the captain of the University of Maryland football team. When he was sweating, he was not satisfied with the performance of sweat-absorbing cotton clothes during the training process. He thought that the sportswear on the market did not meet his needs. The idea of ​​finding a clothing material that could quickly absorb sweat and perspiration and create a sporting goods brand that can enhance athlete performance was excited at that time. So he decided to start researching and developing sports innersuits. In the basement of his grandmother's house, he developed a micro fiber T-shirt and provided it to many people to gradually establish a reputation. Slowly reach today's scale.
Kevin Plank, President and CEO of Under Armour, once said that Under Armour’s net profit has grown at a rate of 20%+ for more than 10 consecutive quarters. The secret of its success is that we are always committed to satisfying users’ needs and bringing new products and innovative technologies. Ever since its first store was opened in February 2013 in Baltimore, the company’s hometown, various innovative products have been introduced, such as the earlier Armour 39 digital sports monitoring system, which can be fitted with a women's jogging bra to track heartbeats. , calorie consumption and exercise intensity, after the introduction of the reverberation of infrared thermal insulation technology ColdGear Infrared, thermal material fabrics and Speedform running shoe technology, etc.; after rapid development in the United States, the first store opened after Under Armour's globalization strategy started. And started the rapid development of online and offline, including the mobile terminal, including Under Armour's rapid expansion of offline retail stores, e-commerce sites and the acquisition of the famous mobile application MapMyFitness, to fully meet the consumer experience.
Nike has firmly monopolized the sports field big-name celebrity endorsement, Under Armour not to be outdone, and Nike fight for basketball star Kevin Durant Durant endorsement defeat, in rush to launch a large-scale women's market global marketing plan at the time, finalized with the world's top The cooperation of supermodel Gisele Bundchen and the launch of video digital advertising.
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