Securing retailers to stock Under Armour products in their stores-UA’s distribution capabilities are growing stronger and are definitely helping drive the company’s revenue growth. We do not see any credible evidence that any UA’s resource strengths and capabilities have developed beyond just being core competencies. To qualify as a distinctive competence, UA must have resource strength or competitive capability that is competitively superior to those possessed by Nike and the adidas group. We see no strengths or capabilities are Under Armour that class members can convincingly argue competitively superior to those at Nike.

Five forces analysis

Rivalry related competitive pressures are being intensified by the active and aggressive efforts on the part of Under Armour, Nike and Adidas-Reebok to build and strengthen the appeal of their brand name via celebrity endorsements, sponsorship of sporting events, vigorous promotional activities and advertising.

Rivalry is weakened by the differentiation that exists from one brand of performance sports apparel to another ( as concerns product selection, brand image, quality, design and styling)- such differentiation creates buyers preferences for the features of certain brands, thus …show more content…
Factors that are acting to intensity competitive pressure from substitute products: The widespread availability of other types of athletic apparel products that are made of performance fabrics. Many types of brands of substitute sports apparel are typically cheaper than the premium priced performance sports apparel products designed and marketed by Under Armour, Nike, and Adidas-Reebok. Factors that are acting to weaken competitive pressures from substitute products: Substitute types of athletic apparel deliver less comfort and are viewed by many as being of inferior quality ( despite the attraction of their often lower