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Under Armour Continues to Fight Competition in North America

Sonya Bells
Updated
Under Armour Continues to Fight Competition in North America

Under Armour’s (UAA) top line expanded 3% YoY (year-over-year) in fiscal 2017 to $4.97 billion in comparison to an average of 30% growth between fiscal 2011 and fiscal 2016. The slowdown has been a result of the increasing competition from German rivals Puma and Adidas (ADDYY), who took North America market share from Under Armour, as well as Nike (NKE), as customer preferences have trended away from performance wear towards casual wear. The company is taking initiatives like reducing the lead time between product development and sales, adjusting the product variety to suit customer preferences, making appropriate decisions on the product sale location, and coming out with innovative products that appeal to customers.

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