Transition in Under Armour
Under Armour has grown up. It used to be a company that had many possibilities ahead. Within a couple of years of founding, Under Armour just shot from nowhere and sprouted all over the world. It all begins in the USA. Under Armour endorses American sports stars. In golf, swimming, baseball, American football and basketball, Under Armour endorsed athletes win championships and player awards. Jordan Spieth, Michael Phelps, Tom Brady, Cam Newton, Stephen Curry, Bryce Harper are all at the top of their athlete powers. Also, at around this time, Under Armour expanded its range. They used to be known for sweat-wicking gear. They have since followed up with shoes, casual shirts with cotton blends, and even apps. This is where Under Armour hit growing pains. Under Armour has to grow beyond United States. Outside North America, Under Armour's sales are still rising, but make up only 15% of international markets. Under Armour has only one signature shoe line, the Stephen Curry