It is reported that in United States, the world's biggest sports apparel market, New brand Under Armour which only 18 years history was just beyond the old brand Adidas to become second-biggest sports brand, only to Nike's second-largest sports brand.
According to data provided by Sterne Agee and SportScanInfo, in American market from January to August, Adidas AG Group's sales fell 23 percent to 1.1 billion dollars, while the same period, Under Armour Inc's sales rose 20 percent up to 1.2 billion dollars , ranking the nation's second.
In the worldwide, Adidas is still the second largest sports brand after Nike, but in the American market, although Adidas acquired Reebok Reebok pay for 4 billion dollars in 2005 to, Nike was still failed in Nike’s hometown.
Adidas lowered its 2015 annual sales of 17 billion euros expected in recent years report, the same day the stock fell more than 8 percent. Adidas make a goog performance only footabll business in the United States market, the management wants Adidas may have better performance in football, baseball and basketball business.
Alough scale of Under Armour can't be compared with Adidas,but it make a good performance in running apparel which is the best item in all products. Although the limited capacity of existing wholesale network to the terminal, but without prejudice to the rapid expansion of the brand footwear supplies, especially basketball shoes.
Under Armour was founded in 1996 in Maryland, Baltimore, the annual sales of only 10,007 thousand dollars when established.But in 2014 the S & P 500 stocks, as to the best performing stock in the August 40, Under Armour (UA) rose ranked third, is the most dazzling performance of the consumer goods industry stocks, rose as high as 57.85%.
History of Under Armour:
Under Armour (abbreviated UA) was founded in 1996 in the United States, this brand's founder Kevin Plank has been selected by Forbes ranked the United States 40 years of age TOP CEO 10's. He was an athlete before, who was captain of University of Maryland football team,he was not satisfied with the performance of absorb sweat of cotton clothes during the training process.He thought no one could meet his need in market,so he plan to find a good material which could quickly absorb sweat. Then he decided to start their own research and development within the clothes for sport, in his grandmother's basement, he developed a micro-fiber T-shirt (micro fiber T-shirt), and made available to a lot of people try to wear,then gradually establish a reputation, slow slow to reach today's scale.
The president and chief CEO of Under Armout Kevin Plank once said: Under Armour more than 10 consecutive quarters of net profit rate of 20% to grow, the secret of its success is that we have been committed to bringing new products to meet customer needs and innovative technology. Since its first store opened in February 2013 in the company's hometown of Baltimore, it has introduced its innovative products, such as early Armour 39 digital motion control system, which can be implanted in women jogging bras for tracking heartbeat , calorie consumption and exercise intensity.Aafter the launch of the enthusiastic response of infrared heat technology ColdGear Infrared, thermal conductivity material fabric and Speedform running shoe technology; achieved rapid development in the United States after the first store opened after the start Under Armour's globalization strategy, and started online and offline, including the rapid development of mobile terminals, including the rapid expansion under the under Armour line retail electric providers website and the acquisition of the famous mobile client application MapMyFitness to meet the consumer experience.
Nike has been firmly Monopoly super star's endorsements in field of sports, Under Armour to be outdone, after failure of fighting with the Nike basketball for star Kevin Durant Durant endorsement, in time for the start of mass female market global marketing plan, they hammered out with the world's top supermodel Gisele Bundchen's cooperation, and launched a video digital advertising.
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