The sports apparel industry is comprised of performance gear, but also includes active wear for casual use. Under Armour produces both performance gear and apparel, so they fall into this industry. The industry is controlled by giant, international companies such as Nike and Adidas. Currently, Under Armour is a small company and is not competing well with respect to the criteria described in the company analysis
ETHICS CHECK
Products: Under Armour will continue to increase the amount of products it makes from recycled materials.

Energy: Under Armour will continue to find ways to reduce the energy used to run its business.

Waste: Under Armour will continue to find ways to reduce and reuse the waste it creates.

Supply Chain: Under Armour will partner with its suppliers to understand and improve its upstream environmental impact.

Green Building: Under Armour will continue to incorporate green building practices into its retail stores and corporate facilities.

UA’s environmentally friendly product line creates synthetic textiles from used plastic bottles, reducing plastic waste by over 250,000 1 liter bottles in 2009 and estimated to exceed 1,000,000 bottles in 2010. UA states, “Our vision is to build green technology into the best performance gear in the world. We’ll get there with science, passion and innovation and we’ll never sacrifice performance,”[xi] committing to help create a better environment while maintaining their high quality standards.

INDUSTRY ANALYSIS
The athletic apparel industry is entering a ‘golden age’ in retail. Reports project the global sports market to reach $145 billion in revenue in 2015! This has lead to stiff competition and more options for consumers. What used to be a market dominated by a few heavy-hitters is now full of fashion-forward, hi-tech athletic wear for every sport, athlete and weekend warrior. This is