Under Armour Value Chain Analysis

1. Introduction
Under Armour, Inc. (Under Armour) is a leading sports apparel and equipment manufacturing company founded in 1996 by Kevin Plank, a 23-year-old former University of Maryland football player.. He revolutionized the sports apparel industry by creating a superior, moisture-wicking, performance T-shirt, made of synthetic fabrics. Under his leadership, the company grew from a 17,000-dollar business in 1996 to a 4.83-billion-dollar empire.
2. Products and Services
2.1 Products
Under Armour specializes in products for all age groups and has product lines for men, women, and children.
Under Armour’s products can be divided into three product categories:
Apparel
Footwear
Accessories
2.1.1 Apparel
Under Armour’s apparel is offered in

These competitive advantages have also allowed the company to acquire a considerable and loyal customer base, and build strong product recognition. Most consumers who purchase Under Armour products become repeat customers, sometimes even deciding to buy exclusively from Under Armour then on.
4. Distribution Channels
The company sells its branded apparel, footwear and accessories in the U.S. though its wholesale and direct-to-consumer channels. As of December 31, 2016, Under Armour had approximately 151 factory house stores in North America, primarily located in outlet centers throughout the U.S.
Under Armour’s products reach consumers by a combination of two distribution channels, i.e. hybrid distribution channel. The hybrid channel comprises both direct and indirect channels. Its distribution system is made of national and regional distributors as well as independent and specialty retailers.
Direct Distribution channel is implemented through company owned Under Armour stores and its online shopping website (www.underarmour.com). Direct distribution accounts for an estimated 20% of total