THE ULTIMATE SWOT ANALYSIS

PRESENTATION

ABOUT UNDER ARMOUR

It started with a simple plan to make a superior T-shirt. A shirt that provided compression

and wicked perspiration off your skin rather than absorb it. A shirt that worked with your

body to regulate temperature and enhance performance.

Founded in 1996 by former University of Maryland football player Kevin Plank, Under

Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry

and light throughout the course of a game, practice or workout. The technology behind

Under Armour's diverse product assortment for men, women and youth is complex, but the

program for reaping the benefits is simple: wear HeatGear® when it's hot, ColdGear® when

it's cold, and AllSeasonGear® between the extremes.

Under Armour’s goal is to make all athletes better through passion, design and the

relentless pursuit of innovation.

HISTORY

In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain,

turned an idea born on the football field into a new industry that changed the way athletes

dress forever. Back in his playing days, Plank hated having to change his sweat-soaked cotton

T-shirts over and over again during two-a-days. Knowing that there simply had to be

something better, he set out to create a solution.

Plank named his new company Under Armour, and after extensive research on the athletic

benefits of synthetic fabrics, he designed the first Under Armour HeatGear® T-shirt, which he

named the #0037. Engineered with moisture-wicking performance fibers, the shirt helps

keep athletes cool, dry, and light in the most brutally hot conditions.

Working from his grandmother's basement in Washington DC's Georgetown neighborhood,

he traveled up and down the East Coast selling his revolutionary new product out of the

trunk of his car. By the end of 1996, Plank made his first team sale, and Under Armour

generated $17,000 in sales.

In 1997, Under Armour introduced the now-famous ColdGear® fabric, which keeps athletes

warm, dry, and light in cold conditions, and then the AllSeasonGear® line, which keeps

athletes comfortable between the extremes.

By the end of 1998, Under Armour outgrew grandma's basement and moved to an

all-new headquarters and warehouse in Baltimore.

In 1999, Under Armour played a supporting role in one of the year's most-talked

about movies. Plank and his team signed on to supply product for the Oliver

Stone film Any Given Sunday starring Al Pacino and Jamie Foxx. In the film, the

football team wears Under Armour apparel and accessories in key scenes.

Realizing the incredible opportunity to leverage the exposure from Any Given

Sunday, Plank bet big and bought his first print ad in ESPN the Magazine. A risk

at the time, the move paid off, generating awareness and a $750,000 increase in

sales. For the first time since starting Under Armour, Plank officially put himself

on the payroll.

Over the next two years, the Brand formed relationships with key retail partners

and professional sports leagues [including Major League Baseball, the National

Hockey League, and the Baltimore Marathon].

In 2002, to support its continued growth, the Brand moved its global

headquarters to an old soap factory in the Tide Point section of south Baltimore

located on the historic Inner Harbor.

With word of mouth growing every day, the Brand bet big again and launched its

first-ever TV campaign. In 2003, the legendary Protect this House® TV

commercial featured former University of Maryland football standout Eric "Big E"

Ogbogu and a group of young athletes bringing the Brand's voice and

overwhelming passion to life in a way no one had ever seen before. Protect This

House became a rallying cry for athletes everywhere, it established the Brand as

the authentic voice for the next generation, and it officially made Under Armour

a household name.

Under Armour officially launched its women's line, UA Women, in 2003. In 2004,

the brand introduced lines specifically for boys' and girls' and Outdoor athletes.

Under Armour Golf was introduced in 2005, and, in the same year, Under Armour

signed its first all-school deal with Plank's alma mater, the University of

Maryland.

On November 18, 2005 Under Armour went public and became the first U.S.-

based initial public offering in five years to double on its first day of trading.

Less than 10 years after its launch, Under Armour ended the year with $281

million in revenue.

In 2006, Under Armour set its sights on dressing the athlete from head to toe.

A new campaign, Click-Clack® launched the brand into the footwear business

through the introduction of its first line of football cleats and the Brand captured

a 23% share of the market in just the first year. On the heels of this enormous

success, the Brand expanded its cleat business to include baseball, softball and

lacrosse cleats.

In 2008, after nearly 12 years of providing technically advanced performance

accessories and apparel, and less than two years removed from its foray into

cleated footwear, Under Armour revealed its highly anticipated line of

performance trainers marking its official entry into the athletic footwear market.

This period also marks the beginning of key additions to Under Armour's elite

roster of world-class athletes, including future NFL Hall-of-Famer Ray Lewis,

gold medal skier Lindsey Vonn, MMA World Champion Georges St-Pierre, and

Brandon Jennings, the first US basketball player to go straight from high school

to a European professional league. But that was just the beginning. By the end

of 2010, the Brand added the most accomplished Olympian of all-time and

Baltimore native Michael Phelps, two-time Super Bowl MVP Tom Brady, and a

young tennis phenom named Sloane Stephens.

In the midst of launching new product lines and new athlete partnerships, Under

Armour also opened its new European headquarters in the old Olympic Stadium

in Amsterdam and built its first branded-retail store in Annapolis, MD.

In 2010, on the biggest stage in college football field, the Under Armour

sponsored Auburn Tigers won the 2010 BCS Championship game, led by future

Under Armour athlete and NFL Rookie of the year Cam Newton.

2010 ended with a truly incredible financial milestone as Under Armour

surpassed $1 billion in annual revenue almost quadrupling revenues in a five-

year period.

Over the years, Under Armour has made significant strides in establishing a strong

presence outside of the US. Through on-field partnerships with elite professional

teams and players, the Brand gained enormous traction with athletes in Japan,

Europe, Canada, and Latin America. The international footprint skyrocketed in

2011 when Under Armour opened its first-ever brand store in China and became

the official technical partner to Tottenham Hotspur of the Barclays Premier

League. The Tottenham Hotspur partnership is Under Armour's largest individual

team deal to date.

2011 is the same year the Brand ended a long-running feud with one of its biggest

enemies: cotton. After years of declaring, "Cotton is the Enemy," Under Armour

further cemented its reputation for relentless innovation by developing Charged

Cotton®, a line of cotton apparel that dries fast and performs. From Charged

Cotton came Charged Cotton Storm, which gives athletes the same quick-drying

cotton with revolutionary water-resistant technology.

In 2012 and 2013 two key Under Armour athletes celebrated monumental

accomplishments. In the summer of 2012, on sports biggest international stage,

Michael Phelps cemented his legacy as the most decorated Olympian off all time

by winning seven medals and increasing his medal total to 22 including 18 gold

medal performances. In January of 2013, Ray Lewis capped off his career as one

of the game's best ever-defensive players by bringing home the second Super

Bowl ring for the Baltimore Ravens.

17 years after that first moisture-wicking T-shirt, Under Armour innovation took

center stage once again with the launch of all-new Armour39™, the first-ever

performance monitoring system that measures what matters most to an athlete:

your WILL POWER™.

The Brand's mission is to make all athletes better through passion, design, and

the relentless pursuit of innovation. Its commitment to that mission has led to

countless game-changing products that give athletes an advantage.

In college, Kevin Plank had an idea to help football players get better. Today,

with revenue approaching $2 Billion, the Brand is widely recognized as a global

leader in performance footwear, apparel, and accessories, and its commitment to

making all athletes better drives its never-ending dedication to building

tomorrow's next great innovation.

OUR MISSION TO MAKE ALL ATHLETES BETTER THROUGH PASSION, DESIGN AND THE RELENTLESS PURSUIT OF INNOVATION.

VALUES:

Under Armour was founded on the following core values: Innovation, Inspiration, Reliability

and Integrity. Consistent with these values, we seek to do business with suppliers and their

subcontractors that adhere to these practices, follow established work place practices and

comply with our Code of Conduct (the "Code").

Under Armour suppliers' and their subcontractors' must deal with their employees in a

legal, ethical and equitable manner. Under Armour seeks to do business with suppliers' and

subcontractors' that comply with the laws of the United States, the countries in which

Under Armour products are produced, distributed, bought and sold, and the Code. Any

violation of these laws or the Code may be viewed as a breach of the Manufacturing

Agreement and could lead to the termination of the business relationship between Under

Armour and the supplier.

GLOBAL LABOR STANDARDS

Under Armour seeks to work with third party suppliers that treat their employees with

respect and provide appropriate working conditions for their employees. Under Armour

also strives to work with third-party suppliers that meet their obligations to their employees

and respect the principles summarized in the Under Armour Supplier Code of Conduct.

Under Armour recognizes that conditions in its third-party suppliers’ facilities, and its

supplier monitoring efforts may not be perfect. Nonetheless, Under Armour’s suppliers and

their supplier’s subcontractors are expected to meet their legal obligations to their

employees, and are evaluated to assess whether they respect Under Armour’s Code of

Conduct.

Born August 13, 1972 (age 44)

Kensington, Maryland, U.S.

Residence Lutherville, Maryland, U.S.

Nationality American

Alma mater University of Maryland College Park

Occupation Businessman

Known for Founder, CEO, and Chairman of the

Board of Under Armour.r

Salary $2,434,209 (2015)[1]

Net worth US $2.4 billion (Aug 2016)[2]

Spouse(s) Desiree Jacqueline "D.J." Guerzon

Children Kevin James Plank

Key Person of Under Armour

Kevin Plank (CEO & Chairman of the Board)

Kevin A. Plank is an American entrepreneur and businessman. Plank is the

founder, CEO and Chairman of Under Armour, a manufacturer of sports

performance apparel,

PROFIT AND LOSS STATEMENT

Year Ending Year Ending Year Ending Year Ending

Dec-15 Dec-14 Dec-13 Dec-12

Revenue 3.96B 3.08B 2.33B 1.83B

Cost of Revenue 1.96B 1.50B 1.14B 912.54M

Gross Operating Profit 2.01B 1.58B 1.19B 922.38M

Selling, General, and Administrative Expenses 1.50B 1.16B 871.57M 670.60M

Research & Development 0 0 0 0

Operating Income before D & A (EBITDA) 509.49M 426.05M 315.65M 251.78M

Depreciation & Amortization 100.94M 72.09M 50.55M 43.08M

Interest Income 0 0 0 0

Other Income - Net -7.23M -6.41M -1.17M -73,000.00

Special Income / Charges 0 0 0 0

Total Income Before Interest Expenses (EBIT) 401.31M 347.55M 263.93M 208.62M

Interest Expense 14.63M 5.33M 2.93M 5.18M

Pre-Tax Income 386.69M 342.21M 260.99M 203.44M

Income Taxes 154.11M 134.17M 98.66M 74.66M

Minority Interest 0 0 0 0

Net Income From Continuing Operations 232.57M 208.04M 162.33M 128.78M

Net Income From Discontinued Operations 0 0 0 0

Net Income From Total Operations 232.57M 208.04M 162.33M 128.78M

Extraordinary Income/Losses 0 0 0 0

Income From Cum. Effect of Acct. Change 0 0 0 0

Income From Tax Loss Carryforward 0 0 0 0

Other Gains / Losses 0 0 0 0

Total Net Income 232.57M 208.04M 162.33M 128.78M

EBITDA/SALES 13% 14% 13.5% 14%

Return on Sales (Net Income/ Sales) 6% 6.8% 7% 7%

SWOT ANALYSIS MATRIX

Positive

Strength:

•Unique Technology

•Strong Customer Loyalty

•Tactical Boot Market

•Strong Product Endorsers (Tom Brady, Gisele Bundchen, Ray Lewis)

•High Tech Undergarments

Opportunities:

•International Expansion

•Sponsorship

•Growing Population Staying in Shape

•Footwear Product Line Expansion (e.g. Baseball)

•Niche Markets

•Larger Market Share in the Female Market

•Getting into Soccer

SWOT ANALYSIS MATRIX

Negative

Weaknesses:

•Limited Product Range

•Low Barriers to Entry

•Global Brand Recognition

•Loss of the Military Market

•Wholesale Distribution

•Lack of Patents (Cooling Shirts)

Threats:

•Weak Sales in Other Countries May Require Greater Marketing Investments

•Intense Competition

•Change in Consumer Behavior

•High Risk of Product Distribution

•Lack of Female Focus

Conclusion:

(Business Analysis)

Under Armour is being managed by Mr. Kevin Plank. He is an American business

entrepreneur with good financial background. He is capable of running the business

and many banks and other businesses is supporting him, so it will be good for Under

Armour Company to have Mr. Kevin Plank as the CEO & Chairman. Good person

handling the company is very critical since the bank may not trust to borrow money to

a certain company if it sees that the one handling cannot be trusted. The Under

Armour business is located in America which is commercially stable and the Under

Armour business is a sports garment and footwear business which is very much in

need for all people and not a cyclical or seasonal business. Strong loyalty of

customers of Under Armour company is another advantage for this company.

As we see on the income statement of Under Armour, the company is doing good as

you see the net income is increasing from year 2012 to 2015. I f we see on the first

line for its sales, the company is also doing good. EBITDA is pretty much stable

ranging from 13% to 14%.. Return of Sales is also stable which is ranging from 6% to

7%.

Conclusion:

Under Armour Company is in stable condition and is making money.

Recommendations:

1.) The Company needs to innovate in order to cope up with its weaknesses.

2.) Good Price

3.) Good & Quick Service.

4.) Must expand to variety of products.