• Market Realist

Under Armour Looks to New Partnerships for Expansion


Partnerships

Piggybacking off of similar deals Nike (NKE) has with various sports teams and organizations, Under Armour has entered into agreements with three popular English soccer clubs including Tottenham Hotspur, South Hampton, and Aston Villa.

Under Armour has also roped in a variety of celebrity athletes including professional baseball players like Buster Posey and Bryce Harper.

Nike has renewed its partnership with FC Barcelona and has inaugurated a running store in Chung Du. Lululemon Athletica (LULU) has entered into a partnership with Canada’s Olympic beach volleyball team of Canada. Columbia Sportswear’s (COLM) recently inaugurated retail store in Florida has seen a very positive response.

Expanding product lines

Under Armor is targeting smartphone-friendly youth with Under Armour Sportswear (or UAS) in its DTC business. UAS will be a cutting-edge and sophisticated face of clothing meant for both formal and casual occasions.

The company has also teamed up with the popular American department store retail (XLY) chain Kohl’s to tap its dedicated consumer base for women activewear. Kohl’s owns more than 100 stores in California. Under Armour is also working aggressively to establish a retail presence in the ex-FAO Schwarz space in New York City.

The UA Shop app launched in June and is aimed towards the device-based shoppers in the Connected Fitness zone under the leadership of MyFitnessPal founder, Mike Lee.

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