EXECUTIVE SUMMARY ON Under Armour

STRENGTHS

WEAKNESSES

· Innovative technology

· Diversity of its Product

· Strong Brand recognition

· Athlete Endorsements

· Eco-friendly/ Green products

· Limited Material/Technology

· Stiff Competition

· Lacks a Top Seller

· Limited Footwear Line

OPPORTUNITIES

THREATS

· International Expansion

· Expansion of athletic footwear

· Development of markets to incorporate women campaigns

· E-commerce

· High competition (Adidas, Nike, Reebok)

· Product Replacement