This document analyzes Under Armour's competitors and the performance apparel market. It identifies Nike and Adidas as Under Armour's primary competitors. It shows the performance apparel industry has grown rapidly over the past four years at a rate of over 15% annually, and is expected to continue growing. Key trends include the positive impact of social media on sales and marketing, and growth being fueled by Asia, North America, and Europe.

1. Under Armour:Competitor and Market Analysis Brian Teufel MGT 490-004 Assignment #2 Professor McDermott March 17, 2011

2. Key Competitors

3. Other Competitors

4. Performance Apparel Industry

5. Generic Strategy Competitive Advantage Low Cost Differentiation Broad Target Competitive Scope Narrow Target

6. Price Price/QualityComparison Low High •New Balance Low •Champion •PUMA Quality •Columbia Sportswear Company •Quiksilver •The North Face High •Adidas •Nike •Under Armour

7. Performance Apparel Industry Geographic Breakdown 2% 20%

9. Col. Sportswear = 13%

10. Quiksilver = (-8%)

12. Col. Sportswear = 30%

13. Quiksilver = 4%

15. Col. Sportswear = 22%

16. Quiksilver = (-9%)

18. Col. Sportswear = 13%

19. Quiksilver = N/A

21. Col. Sportswear = 10%

22. Quiksilver = (-9%)

26. Performance Apparel is defined as anything that is worn which enhances the performance of the user. New and existing companies are attempting to break into the PA industry every day due to the rapid growth. The top three companies in the global PA industry include Nike, Adidas, and Under Armour Gross sales come from company owned stores and third party retailers. Sell products of quality which enhance performance while providing comfort to the user. Performance Apparel Industry Defined

27. Market Analysis 52% Inc. 15% Inc. • The Performance Apparel industry has grown rapidly in the past four years and it is expected to continue to grow rapidly the next four years.

28. Performance Apparel Growth Rates 22% 9% 15% 2% 4% 7%

29. Key Trends in PA

30. Strategic Layout of Competition

31. Strategic Layout of Competition

32. Strategic Layout of Competition

33. Social media has impacted the PA industry positively, increase in sales due to easier communication between consumers. Consumers can give feedback (+ and -) in a relaxed environment. Consumers can also socialize with other consumers to discuss PA products. Marketing has been most effected by social media with sites such as Facebook, Twitter, Foursquare, and LinkedIn. PA companies can market to larger groups of consumers at a much cheaper cost. Social Media Importance

34. Nike and Adidas are Under Armour’s primary competition in the performance apparel industry. Nike and Adidas have jumped UA in total PA sales even though PA accounts for only 7% of Nike’s and 9% of Adidas’s total turnover. Under Armour would be the global leader in performance apparel sales if they were as successful internationally as they currently are in the U.S. Asia and North America are fueling growth in the performance apparel industry with Europe also growing. The performance apparel market is growing at a rate of higher than 15% and it is expected to continue to increase for the for seeable future. Conclusions