Under Armour

STRENGTHS

• ENDORSEMENTS

• BRAND RECOGNITION

• PRODUCT DIVERSITY

WEAKNESSES

• HIGH COMPETITION

• NO STANDOUT PRODUCT/ TOP SELLER

• SMALL LINE OF FOOTWEAR

OPPORTUNITIES

• INTERNATIONAL EXPANSION

• ADVANCEMENT/ PARTNERSHIPS IN SPORTS

• EXPAND TOWARDS FEMALE

THREATS

• COMPETITORS

• 2014 OLYMPIC CONTROVERSY

• ENDORSE IRRESPONSIBLE ATHLETES

POLITICAL

• FOREIGN DIRECT INVESTMENT POLICIES

• NYSE: UA

• CHINA

ECONOMIC

• INCREASE COST OF RAW MATERIAL AND RESOURCES

• INFLATION IN CHINA

• GROWTH OF PERFORMANCE APPAREL INDUSTRY

SOCIAL

• SPORT PARTICIPATION IS A KEY ASPECT OF U.S. CULTURE

• OBESITY RATES IN U.S.

• QUALITY OVER PRICE

TECHNOLOGICAL

• INCREASE IN E-COMMERCE

• TECHNOLOGY IN PRODUCTS

• INTELLECTUAL PROPERTY RIGHTS

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