Under Armour - additional information
Under Armour is an American company, which sells sportswear and casual apparel, and since 2006 it has added footwear to the mix. As of 2016, apparel composed about 67 percent of the company’s net sales with footwear gaining an increasing share of sales, at 21 percent. The company’s net sales have been steadily increasing over the last few years, reaching 4.83 billion U.S. dollars in 2016. This increase is in line with the fact that the company is spending increasing amounts of money on marketing. In 2012, the company spent 205 million U.S. dollars on marketing, and by 2017 the amount of marketing expenses had more than doubled, making up 565.1 million US dollars. The company is expanding and adding more employees. As the breath of the brand is expanding, the company is becoming increasingly more valuable, although it remains far behind market leaders such as Nike, it is not far behind another well known rival, namely Adidas.
The company is trying to boost sales and purchases made by women. A highly successful campaign, “I Will What I Want”, targeted women and was done by Droga5, one of the world’s leading advertising agencies. In 2014, women’s awareness of the brand was ranked eighth compared to other sporting goods brands.