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UA Surpasses Adidas to Become the Second Largest Sports Brand in the United States
In 2014, Under Armour made a significant breakthrough by overtaking Adidas to become the second-largest sports brand in the United States, just behind Nike. This milestone marked a major shift in the competitive landscape of the U.S. sportswear market. According to reports from the Wall Street Journal, the 18-year-old brand managed to surpass the long-established German giant, despite Adidas' acquisition of Reebok in 2005 for $4 billion.
Data from Sterne Agee and SportScanInfo revealed that from January to August 2014, Adidas saw a 23% year-over-year decline in U.S. sales, reaching $1.1 billion, while Under Armour experienced a 20% growth, hitting $1.2 billion during the same period. Meanwhile, Nike maintained its dominance with $8.9 billion in U.S. sales. Although Adidas still held the second position globally, it struggled to gain traction in the U.S., where Nike's stronghold was unshakable.
Adidas adjusted its 2015 sales forecast downward to 17 billion euros, causing its stock to drop over 8% on the day of the announcement. The brand is focusing more on football, aiming to improve performance in other sports like baseball and basketball. However, Under Armour has carved out a strong niche, particularly in running apparel, where it consistently outperforms competitors.
Founded in 1996 in Baltimore, Maryland, Under Armour started with just $17,000 in sales. By 2014, it had become one of the most dynamic brands in the consumer goods sector. In August 2014, it ranked third among the top-performing S&P 500 stocks, with a stunning 57.85% increase. Its success stems from a deep focus on innovation and user satisfaction.
Kevin Plank, the founder and CEO, began his journey as a college football captain who was dissatisfied with traditional athletic wear. He developed a moisture-wicking T-shirt in his grandmother’s basement, which eventually led to the creation of Under Armour. Over the years, the brand has introduced groundbreaking technologies such as the Armour 39 digital tracking system, ColdGear infrared thermal technology, and SpeedForm running shoes.
Under Armour also expanded aggressively, opening its first store in Baltimore in 2013 and launching a global online presence. It acquired MapMyFitness and invested heavily in mobile apps and e-commerce. The brand also challenged Nike in high-profile endorsements, securing deals with athletes like Kevin Durant and even partnering with supermodel Gisele Bundchen for a major women’s marketing campaign.
This rapid growth and strategic innovation have positioned Under Armour as a serious competitor in the global sports industry, proving that even a relatively young brand can make a lasting impact.