The sports apparel industry is comprised of performance gear, but also includes active wear for casual use. Under Armour produces both performance gear and apparel, so they fall into this industry. The industry is controlled by giant, international companies such as Nike and Adidas. Currently, Under Armour is a small company and is not competing well with respect to the criteria described in the company analysis
ETHICS CHECK
Products: Under Armour will continue to increase the amount of products it makes from recycled materials.

Energy: Under Armour will continue to find ways to reduce the energy used to run its business.

Waste: Under Armour will continue to find ways to reduce and reuse the waste it creates.

Supply Chain: Under
Carefully analyze things like budget, hiring needs, technology needs, and which markets are high-priority. Often, specializing in one market segment in the athletic apparel industry will help capture more mindshare versus trying to be the brand for everyone.
Organize your data: Every retailer’s mantra should be ‘No data, no glory.’ Today’s hi-tech, digital environment requires that every brand carefully collects and analyzes customer data. After all, big data is the foundation of every business. It will inform brands how customers’ interests are evolving, what’s resonating and what new markets to tap into. Under Armour’s venture into fitness apps means it has access to more data about consumers. From there, retailers can create and market new products that shoppers care about.
Look past retail: The athletic apparel industry offers a number of opportunities for brands outside of apparel. Sporting goods, organic juices, fitness apps are all fair game when it comes to differentiating from the competition. Reebok capitalized on the CrossFit trend by purchasing the rights to the popular fitness brand and is now the go-to brand for one of the fastest-growing sports in the world. Under Armour's investment in MyFitnessPal is also another example of a creative way to capture new market segments.
Create an impressive online and in-store experience: Never operate customer channels in a silo. Treat your in-store and digital channels as one cohesive