Under Armour Has Become The Second Largest Sports Brand In The United States.

It is reported that in the 1~8 month of this year, in the US market, the sales of Adidas group fell 23% to 1 billion 100 million US dollars compared with the same period. Meanwhile, the sales of Under Armour increased by 20% to 1 billion 200 million US dollars and jumped second in the US.

In the same period, Nike, a sports costumes boss, has achieved sales of $8 billion 900 million in the US market.

Nevertheless, being able to surpass Adidas is not easy for Under Armour.

Compared with Adidas, which has a history of more than 80 years, Under Armour has only 18 years of development history. It is still a young brand in sportswear field.

In fact, the scale of Under Armour is not as good as that of Adidas, but the brand is outstanding in running apparel, and is also the best selling product in its entire line of products.

In addition, under the condition of limited wholesale channels, brands still rapidly expand their footwear products.

Globally, Adidas is still the second major sports brand following Nike.

In 2005, the group bought Reebok brand for $4 billion, but after 9 years, it failed to beat Nike in the US, but was defeated by the new brand.

In its latest report, Adidas lowered its forecast for Euro 17 billion sales in 2015, causing its stock to fall by more than 8%.

At the same time, as of August, Under Armour eye-catching performance in the stock market, is the consumer goods industry's most brilliant stocks, or up 57.85%, ranking third.

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Founded in 1996, headquartered in Mali, USA

Baltimore, which was only $17 thousand in sales, started selling rapidly in 2014.

Kevin Plank, the founder of its brand, has been selected many times in the US Forbes TOP 10 CEO below the age of 40.

Kevin Plank said that because he was an athlete, he was not satisfied with the sweat absorption effect of sportswear on the market when he was sweating in sports. In order to find a clothing material that could quickly absorb sweat and sweat, he decided to create a sporting goods brand that could enhance athletes' performance.

Subsequently, he developed the micro fiber T-shirt (micro fiber T-shirt), and by offering it to many people to try it on, gradually established the reputation of today's scale.

Net profit has increased by more than 20% in more than 10 consecutive quarters. The secret of its success is constantly innovating technology and continuously satisfying users' needs with new products.

For example, in the early days, the brand developed the Armour 39 digital motion monitoring system, which could be implanted into women's jogging bra to track heartbeat, calorie consumption and exercise intensity. Subsequently, the infrared thermal insulation technology ColdGear Infrared, heat conductive material and Speedform running shoes technology were launched.

In addition, Under Armour also acquired MapMyFitness, a famous mobile terminal application, which rapidly expanded online sales and met consumer experience in an all-round way.