Is being the underdog enough for Under Armour to arm itself against Nike & Adidas? [Video]

The sports apparel giant plans to “fortify” its brand to better compete. Will it be enough?

Under Armour is among the world’s biggest sportswear brands, behind the likes of Nike, Adidas and Puma, yet its name rarely fills the pages of The Drum. Armed with a new brand and product strategy, the apparel label is hoping to boost awareness and consideration. We asked the industry if the business has gone far enough.

Strategy director at the agency Iris Samaneh Zamani summarizes the brand challenge: “Under Armour has always been an interesting anomaly in the sports sector. It’s omnipresent but noticeably absent. Kind of there, kind of not.”

In December, when Under Armour hosted its first investor day in five years, along with sharing its final quarter results that posted $1.4bn in revenue in 2024, its chief executive officer, Kevin Plank, unveiled plans to “fortify” the brand.

It has divided the new strategy into four pillars: product, story, service and team. Sitting within the ‘story’ pillar are changes …

Tags Brand Strategist, Business, Small Business