Influx

Under Armor is a brand that’s gone from zero to sixty in the sports business quicker than a Ferrari Enzo.

The brand is now extending its brand from clothing into footwear. Interestingly, it’s moving into football cleats, which is a smart move given that much of the brand’s strength comes from its success in the sport. UA is looking to take between 5-10% of the market for cleats, but could do better.

The market for cleats is tiny, but it’s very likely to form the foundation for a move by UA into other footwear categories. UA has built a strong brand in a short time by providing unique products, product innovation and a clear brand platform. UA seized on “white space” never fully imagined by the existing players.

It will interesting to see if they can innovate in footwear, or if the move is more about milking the value that’s been built into the brand.