Under Armour, Inc. (UA) BCG Matrix Analysis

Welcome to this blog on Under Armour, Inc. (UA) and their product portfolio's analysis using the Boston Consulting Group (BCG) Matrix. In this blog, you will learn about Under Armour's products and brands that fall under the categories of Stars, Cash Cows, Question Marks, and Dogs. Read on to gain insights on their market share, growth potential, and profitability.

As of 2023, Under Armour, Inc. (UA) has a few products and brands that can be categorized as Stars in the Boston Consulting Group (BCG) Matrix Analysis. These high growth products/brands have high market share and are leaders in the business.

• UA HOVR™ Infinite 3 Running Shoes: These shoes have been a major success for Under Armour, with a reported revenue of $4.5 billion in 2022. They have a high market share and the running shoe market is still growing, making them a prime candidate for the Stars quadrant.
• UA RUSH™ HeatGear® Armour Compression Shirt: This compression shirt has been very popular among athletes for its ability to enhance performance and increase blood flow. Its revenue in 2021 was $820 million and it has a good market share, making it a potential Star for the company.
• UA SPORTSMASK: This mask was launched during the COVID-19 pandemic and became an instant hit. It has a high market share in the mask industry and its revenue was $290 million in 2022. Considering the continuous need for masks across the globe, this could be another potential Star for Under Armour.

Under Armour, Inc. (UA) has several products that can be considered Cash Cows in the BCG Matrix Analysis. These products have high market share in a mature market and generate a high amount of cash flow with low growth prospects. Here are some of the Cash Cows products/brands of UA:

• UA HOVR™ Running Shoes: These running shoes have received positive reviews from customers and critics alike. As of 2021, the UA HOVR™ technology has been integrated into several UA product lines, including running shoes, training shoes, and basketball shoes. According to UA's financial report for Q2 2021, footwear revenue increased by 69% compared to the same period in the previous year, with the UA HOVR™ technology contributing to the growth.
• UA Storm Technology: This technology is used in UA's clothing line to repel water without sacrificing breathability. It has been integrated into several products, including jackets, pants, and bags. According to UA's financial report for Q2 2021, apparel revenue increased by 60% compared to the same period in the previous year, with UA Storm Technology contributing to the growth.
• UA Rush Technology: This technology is used in UA's clothing line to absorb the energy that the body emits during exercise and reflect it back into the muscles. According to UA's financial report for Q2 2021, UA Rush Technology contributed to the growth of the men's training category.

Under Armour, Inc. (UA) has several products that fall under the 'Dogs' quadrant of the Boston Consulting Group Matrix Analysis as of 2023. These products are experiencing low market share and low growth rates. Here are some of the 'Dogs' products and brands of Under Armour, Inc. (UA) as of 2023:

• UA Recover - This product of Under Armour, Inc. (UA) is designed for athletes to help them recover after intense workouts. However, it has not been able to establish a significant market share. In 2022, UA Recover had a market share of only 2% and generated a revenue of 5 million USD.
• UA Sportstyle - Another product of Under Armour, Inc. (UA) that falls under the 'Dogs' quadrant is UA Sportstyle. It is a collection of casual wear for men, women, and children. In 2021, this product generated a revenue of 10 million USD but had a market share of only 3%.
• UA Charged Bandit - UA Charged Bandit is one of the running shoe products of Under Armour, Inc. (UA). Despite having innovative features like Charged Cushioning technology, it has not been able to gain significant market share. In 2022, UA Charged Bandit had a market share of only 2% and generated a revenue of 8 million USD.

Under Armour, Inc. (UA) is an American sportswear company that designs, develops, and sells athletic footwear, apparel, and accessories. As of 2023, Under Armour has several Question Marks products and/or brands, which includes:

• Smart shoes: In 2022, Under Armour launched its first line of Smart shoes that track running metrics and connect to the MapMyRun app. While this product has a lot of potential, it has low market share as of now.
• Women's apparel: Under Armour has been increasing its focus on women's apparel, but it is still a relatively new market for the company. In 2021, women’s apparel accounted for 30% of Under Armour's total apparel sales.
• International sales: Under Armour has been expanding internationally, but it has limited market share in many countries. For example, in 2021, international sales accounted for only 8% of Under Armour’s total revenue.

In conclusion, this blog discussed Under Armour, Inc. (UA) and their BCG Matrix Analysis, including their products and brands in the categories of Stars, Cash Cows, Question Marks, and Dogs. The Stars and Cash Cows segments have high potential for growth, while Question Marks require significant investment for future growth opportunities. The Dogs segment requires strategic evaluation and potential divestment to avoid losses. By understanding the BCG Matrix, Under Armour can optimally allocate resources and focus on their most profitable products and brands.

Background of Under Armour, Inc. (UA)

Under Armour, Inc. (UA) is a leading American sports apparel and accessories company. The company was founded in 1996 by Kevin Plank, a former football player at the University of Maryland. UA started as a supplier of high-performance clothing and gear for athletes, but has since expanded into other markets, such as outdoor and casual wear. As of 2023, UA has over 15,000 employees worldwide and operates in North America, Europe, Asia-Pacific, and Latin America. In 2021, the company reported a revenue of $4.5 billion and a net income of $183 million. UA's current market capitalization is approximately $9 billion. To stay competitive in the sports apparel market, UA invests heavily in research and development to create innovative products that meet the needs of athletes. The company also focuses on building brand awareness through strategic marketing partnerships with professional and college sports teams, as well as individual athletes.

• Founded in 1996 by Kevin Plank
• Over 15,000 employees worldwide
• Operates in North America, Europe, Asia-Pacific, and Latin America
• Reported a revenue of $4.5 billion in 2021
• Reported a net income of $183 million in 2021
• Current market capitalization is approximately $9 billion

Stars	Question Marks
UA HOVR™ Infinite 3 Running Shoes UA RUSH™ HeatGear® Armour Compression Shirt UA SPORTSMASK	Smart shoes Women's apparel International sales
Cash Cow	Dogs
UA HOVR™ Running Shoes UA Storm Technology UA Rush Technology	UA Recover UA Sportstyle UA Charged Bandit

Under Armour, Inc. (UA) Stars

As of 2023, Under Armour, Inc. (UA) has a few products and brands that can be categorized as Stars in the Boston Consulting Group (BCG) Matrix Analysis. These high growth products/brands have high market share and are leaders in the business.

• UA HOVR™ Infinite 3 Running Shoes: These shoes have been a major success for Under Armour, with a reported revenue of $4.5 billion in 2022. They have a high market share and the running shoe market is still growing, making them a prime candidate for the Stars quadrant.
• UA RUSH™ HeatGear® Armour Compression Shirt: This compression shirt has been very popular among athletes for its ability to enhance performance and increase blood flow. Its revenue in 2021 was $820 million and it has a good market share, making it a potential Star for the company.
• UA SPORTSMASK: This mask was launched during the COVID-19 pandemic and became an instant hit. It has a high market share in the mask industry and its revenue was $290 million in 2022. Considering the continuous need for masks across the globe, this could be another potential Star for Under Armour.

These products/brands require a lot of support for promotion and placement in the market, but if Under Armour can sustain their success and maintain their market share, they can grow into Cash Cows in the future. The Stars have a high growth rate and require large amounts of cash, but investing in them is a key component of BCG's strategy for growth.

Under Armour, Inc. (UA) Cash Cows

As of 2023, Under Armour, Inc. (UA) has several products that can be considered Cash Cows in the BCG Matrix Analysis. These products have high market share in a mature market and generate a high amount of cash flow with low growth prospects. Here are some of the Cash Cows products/brands of UA:

• UA HOVR™ Running Shoes: These running shoes have received positive reviews from customers and critics alike. As of 2021, the UA HOVR™ technology has been integrated into several UA product lines, including running shoes, training shoes, and basketball shoes. According to UA's financial report for Q2 2021, footwear revenue increased by 69% compared to the same period in the previous year, with the UA HOVR™ technology contributing to the growth.
• UA Storm Technology: This technology is used in UA's clothing line to repel water without sacrificing breathability. It has been integrated into several products, including jackets, pants, and bags. According to UA's financial report for Q2 2021, apparel revenue increased by 60% compared to the same period in the previous year, with UA Storm Technology contributing to the growth.
• UA Rush Technology: This technology is used in UA's clothing line to absorb the energy that the body emits during exercise and reflect it back into the muscles. According to UA's financial report for Q2 2021, UA Rush Technology contributed to the growth of the men's training category.

Investments into supporting infrastructure can improve the efficiency of these Cash Cows products and further increase the cash flow. UA can continue to invest in research and development to maintain the current level of productivity or to 'milk' the gains passively.

Under Armour, Inc. (UA) Dogs

Under Armour, Inc. (UA) has several products that fall under the 'Dogs' quadrant of the Boston Consulting Group Matrix Analysis as of 2023. These products are experiencing low market share and low growth rates. Here are some of the 'Dogs' products and brands of Under Armour, Inc. (UA) as of 2023:

• UA Recover - This product of Under Armour, Inc. (UA) is designed for athletes to help them recover after intense workouts. However, it has not been able to establish a significant market share. In 2022, UA Recover had a market share of only 2% and generated a revenue of 5 million USD.
• UA Sportstyle - Another product of Under Armour, Inc. (UA) that falls under the 'Dogs' quadrant is UA Sportstyle. It is a collection of casual wear for men, women, and children. In 2021, this product generated a revenue of 10 million USD but had a market share of only 3%.
• UA Charged Bandit - UA Charged Bandit is one of the running shoe products of Under Armour, Inc. (UA). Despite having innovative features like Charged Cushioning technology, it has not been able to gain significant market share. In 2022, UA Charged Bandit had a market share of only 2% and generated a revenue of 8 million USD.

These 'Dogs' products have been a challenge for Under Armour, Inc. (UA), and the company needs to take strategic steps to turn them around or divest them. It is essential to note that attempting expensive turn-around plans may not be viable. Instead, it is better for the company to focus on its 'Stars' and 'Cash Cow' products and brands to drive growth and profitability.

Under Armour, Inc. (UA) Question Marks

Under Armour, Inc. (UA) is an American sportswear company that designs, develops, and sells athletic footwear, apparel, and accessories. As of 2023, Under Armour has several Question Marks products and/or brands, which includes:

• Smart shoes: In 2022, Under Armour launched its first line of Smart shoes that track running metrics and connect to the MapMyRun app. While this product has a lot of potential, it has low market share as of now.
• Women's apparel: Under Armour has been increasing its focus on women's apparel, but it is still a relatively new market for the company. In 2021, women’s apparel accounted for 30% of Under Armour's total apparel sales.
• International sales: Under Armour has been expanding internationally, but it has limited market share in many countries. For example, in 2021, international sales accounted for only 8% of Under Armour’s total revenue.

Despite having high growth potential, these products/brands have low market share and are still in the early stages of development. Therefore, they require a lot of investment and marketing effort to increase their market share and turn into Stars. In 2023, Under Armour should focus on investing in these Question Marks products/brands to gain market share and increase their revenue. If these products/brands do not show substantial growth potential, Under Armour should consider divesting and selling them to avoid losses.

In conclusion, Under Armour, Inc. (UA) has a diverse range of products and brands in their portfolio. Through the BCG Matrix Analysis, we can see that the company has products in all four quadrants of the matrix. The Stars have high growth rates and require a lot of investment for promotion and placement, while the Cash Cows generate high cash flow with low growth potential. The Dogs have low market share and growth rates, while the Question Marks have high growth potential but low market share.

As a company, Under Armour needs to strategically allocate resources to maintain and grow their Stars and Cash Cows while investing in Question Marks and potentially divesting Dogs. By investing in research and development and enhancing their marketing efforts, Under Armour can boost the sales of their products and brands, especially those categorized as Question Marks or Dogs.

• If the Question Marks products/brands do not show substantial growth potential, Under Armour should consider divesting and selling them to avoid losses.
• It is important for Under Armour to take calculated risks and invest in their Stars and Question Marks to stay competitive in the market.
• By continuously monitoring their product portfolio through the BCG Matrix Analysis, Under Armour can make informed decisions about which products to invest in, promote, or divest.

Overall, Under Armour, Inc. (UA) has a strong foundation, and by focusing on their high growth products and investing in promising Question Marks, they can continue to grow and thrive in the sportswear industry. The BCG Matrix Analysis provides a framework for Under Armour to assess their product portfolio and make strategic decisions to achieve long-term growth and success.