Under Armor: Global Market

722 Words3 Pages
Under Armor’s international business is still relatively small when it is compared against its domestic sales, but the company will continue to lean on sales outside the United States as a key component for the company’s future growth. Kevin Plank, founder and CEO of Under Armor announced that they were taking their “message across the pond” (Flexing Its Muscles Overseas, 2012). This coming after Under Armor inked a five-year deal as the uniform sponsor of the English Premier League Soccer club the Tottenham Hotspurs. This announcement comes in conjunction with their signing of their “first major television and digital marketing campaign in the UK, France, Germany, Austria and Switzerland” ” (Flexing Its Muscles Overseas, 2012). The textile and clothing sector is an important part of the European manufacturing industry, giving employment to more than 2 million people. Its importance on the social and economic structure has increased cohesion because it is dominated by a vast majority of small and medium sized businesses, which are located in particular regions contributing to their wealth and cultural heritage. With this lineage Under Armor is situated themselves in a position for success due to the increased importance on health and wellbeing. Health, safety and wellbeing have increasingly been important in Europe for some time and will likely become more important due to the increase of ‘lifestyle diseases’. Lifestyle diseases are diseases which frequency seems to increase as countries become more industrialized and people live longer. The result is that European consumers will adjust their lifestyle leading to the changing demands in personal care categories creating a larger customer base for Under Armor’s innovative sports clothing, athletic shoes and accessories. Another characteristic that will be of benefit to Under Armor is the restrictions to
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