Mollye Peters

Under Armour & Rugby Presentation

11/24/2014

Final Project Rationale

Under Armour is one of the athletic performance wear powerhouse brands
within the US; however, its current international revenues are under 10%
(Symington, 2014). In order to maintain annual growth of 30%, Under Armour must
expand globally, as well as expanding its product lines. Research showed that Under
Armour products are growing to follow its mission of making all athletes better
(2013 Under Armour Annual Report, 2014). The smart move into performance wear
technology compliments the apparel technology Under Armour is known for. But
there is still a lot of room to grow when it comes to global sponsorships to push its
international business.
In 2014, Under Armour added both Chiles Colo Colo football team (soccer)
and Rugby Canada to its international sponsorship deals (Symington, 2014). In
addition, Under Armour established its apparel and footwear in Mexico and Brazil,
hitting the South American market heavily compared to its other international
endeavors. The problem with focusing on soccer driven nations and cultures is that
the soccer market for performance apparel is dominated by Adidas and Nike, as
shown by this years FIFA World Cup. It will be very difficult for Under Armour to
penetrate such a competitive market within soccer. Because of this, it would be a
good move for Under Armour to go for a different international sport that has fans
just as fanatic as soccer.
Rugby is a great fit for Under Armours goals and bottom line. It has a wide
global reach of players and fans in 117 countries and is the fastest growing sport in
the world, including within womens sports (Atzerodt, 2011). By focusing on Rugby
teams and players globally, Under Armour will be able to have a bigger reach
globally, creating awareness and showcasing its technology with star Rugby teams

Mollye Peters

Under Armour & Rugby Presentation

11/24/2014

and players. It will also be able to reach an untapped audience in womens rugby
which is greatly growing worldwide and within the US (IRB promise to do
everything possible to continue growth of womens rugby, 2014)

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Mollye Peters

Under Armour & Rugby Presentation

11/24/2014

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Under Armour & Rugby Presentation

11/24/2014

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Mollye Peters

Under Armour & Rugby Presentation

11/24/2014

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