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However, this August, the new US sports brand Under Armour (hereinafter referred to as UA) can be described as mixed.
Because sporting goods retailer Sports Authority of bankruptcy,cheap jordan shoes, as Under Armour, one of the largest supplier has had to pay up to $ 23 million of impairment charges, which directly affects the profitability of the UA; Under Armour in early August announced a second quarter earnings report, UA's net profit to $ 13.76 million from the same period last year plunged to $ 6.34 million,cheap air jordans, down 57%; operating profit fell 39% to $ 19.37 million.
Let channels impaired short-term profit UA less than expected. However,cheap jordans, once again by sports stars pocketed the limelight.
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The tights fabric products because of their personal comfort and breathability, spread throughout the NFL (National Football League, referred to as the NFL), followed, UA has developed a custom-designed for rugby player Stadium spikes.
Such segments professional sports help UA started quickly, although individual market share is small, but the expertise UA quickly established its influence in the area. In addition, since Adidas and Nike product lines too difficult to reach these segments sports category, but also to avoid the giant competition part of the UA's.
On the other hand, compared to competitive athletic footwear market, from sportswear cut it is also a wise move.
In the footwear market, Nike and Adidas have still not shake the position. 2011 Nike US market share of 41.9%, overseas market share 31.2%, Adidas respectively 10.5% and 26.1%. 2012 Nike sneakers US market share of 44.5%, overseas 32%, Adidas, compared with 10% and 25.2%.
In contrast, the sportswear market entry barriers would seem a lot easier. The United States and overseas sports apparel market share of Adidas in 2010 were 5.5% and 15.2%, Nike, compared with 7.0% and 11.4%, to 2011,cheap rea jordans, Adidas sportswear market accounted for 6.1% in the US and overseas markets 15.6%, Nike 9.2, respectively % and 11.2%. In addition, the sports apparel market as well as Puma, Wei Fu Group (VF.corp) owned by The North Face, Vans and other brands scattered market share.
This and UA Extension Zhang product line strategy is similar to that in 2007 UA began pushing the main baseball series, in 2008 into a comprehensive training shoes in 2009, is running shoes, until 2010, it began to sell the most competitive basketball shoes, and from sales data, the early visibility sportswear effectively enhance the sales of footwear products, UA 2014 filing shows its clothing sales grew by 30%, footwear grew 44.2%, footwear sales grew from 12.8 in 2013 % to 14%.
UA Women Consumers are becoming the next focus of the market. From 2014 to date, UA hired another former Ralph Lauren, Adidas senior designer Tim Coppens, design director of new product lines UAS; also invited supermodel Gisele Bundchen became the spokesperson and road shows in many cities set up special activities for Women, UA hope that in 2016, women's sales may double or even predict the future, sales of women's and men's sports equipment will be flat.