BCG Matrix of Under Armour 

Under Armour is a sportswear, apparel, and accessories manufacturing American multinational company. Kevin Plank founded the sportswear brand in 1996. Today, we’ll discuss the BCG matrix of Under Armour; four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the sportswear brand as the BCG matrix company example.

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The BCG matrix of Under Armour would analyze the four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs of the sportswear brand. Here’s the Under Armour BCG matrix company example as follows;

BCG Matrix of Under Armour 

Let’s discuss the four growth-share matrix analysis quadrants in the BCG matrix of Under Armour as the BCG matrix company; they’re as follows;

Stars of Under Armour

The star quadrant in the Under Armour BCG matrix growth-share matrix analysis example comprises such sportswear products and services that have a higher market share and higher growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main star products and services of the sportswear brand Under Armour are as follows;

I-Footwear

Footwear is the top growing product segment of the sportswear brand with higher market share and higher growth rate. It comprised of roundabout 25% of the company’s portfolio by contributing approximately 1.45 billion USD to the annual revenue in 2023.

II-UA HOVR Shoes

HOVR Shoes UA is one of the top-selling footwear items of Under Armour equipped with stride sensor technology and Bluetooth connectivity to track the walking and running time of the user. According to an estimate, it contributed roundabout 132 million USD in 2023.

III-Rush UA

Rush UA is a highly popular health and fitness product of Under Armour. It is a top-performing workout tool and gear equipped with mineral-infused fabric to amplify its performance. According to an estimate, it contributed roundabout 179 million USD in 2021.

IV-MyFitnessPal

MyFitnessPal is an online application to track the physical activity and nutrition intake of sports users and athletes. It will have established a network of roundabout 200 million users by 2022. According to an estimate, it contributed roundabout 108 million USD in 2022.

Cash Cows of Under Armour

The cash cow quadrant in the Under Armour BCG matrix growth-share matrix analysis example outlines such sportswear products and services that have a higher market share and slower growth rate. They contribute significantly to the revenue, sales, and profitability of the sportswear brand. However, some of the main cash cow products and services of the sportswear brand Under Armour are as follows;

I-Apparel

The apparel segment of Under Armour comprised of roundabout 65% of the sportswear brand. Apparel and clothing have earned a significant portion of the market share with a slower growth rate. It is because of the tough competition from Nike and Adidas.

II-Tech Fabric UA

UA Tech Fabric is one of the top-selling fabrics of Under Armour featuring quick-drying capability and natural feeling. It has achieved a significant portion of the market share in the apparel and sportswear clothing industry by generating a lot of sales for the company.

III-Charged Cushion Footwear

Charged cushion footwear is a tech-based item of the sportswear brand equipped with returning energy back to the user along with making them feel comfortable. It has earned a significant portion of the market share in the footwear segment.

IV-Cold Gear

Cold Gear is a workout tool and equipment that makes sportsmen and users dry and warm in cold weather. It has earned a significant portion of market share and revenue for the company in the workout and accessories segment.

Question Marks of Under Armour

The question mark quadrant in the Under Armour BCG matrix growth-share matrix analysis example consists of such sportswear products and services that have a lower market share and higher growth rate. They have the potential to contribute to the revenue, sales, and profitability of the sportswear brand; if the company works on the weak areas. However, some of the main questions mark the products and services of the sportswear brand Under Armour as follows;

I-Accessories

The sportswear accessories segment consists of roundabout 7% of the sportswear brand Under Armour’s portfolio. Although it has a limited market share, its growth rate is higher and it has the potential to become the next star and cash cow of the company.

II-Connected Fitness

Connected Fitness consists of various applications like MyFitnessPall, MapMyRun, and other others. Collectively, they have a higher growth rate with a limited market share in the web application industry. According to an estimate, they contributed roundabout 1 billion USD in 2023.

III-Golf UA

UA Golf segment offers a wide range of golf tools, equipment, and accessories for golfers. According to an estimate, it contributed roundabout 210 million USD in 2021. This segment also has a higher growth rate and lower market share due to the tough competition.

Dogs of Under Armour

The dog quadrant in the Under Armour BCG matrix growth-share matrix analysis example includes such sportswear products and services that have a lower market share and lower growth rate. They don’t contribute significantly to the revenue, sales, and profitability of the sportswear brand; instead, they consume a lot of capital resources of the company. However, some of the main dog products and services of the sportswear brand Under Armour are as follows;

I-Record App

UA Record App is the other web tool and online application of sportswear. It has a limited market share and limited growth rate.

II-Fitness Devices

The sportswear brand also offers digital fitness devices in the Connected Fitness Segment. They have a lower market share and limited growth rate.

Conclusion: Under Armour BCG Matrix Company Example |Growth-Share Matrix Analysis 

After an in-depth study of the BCG matrix of Under Armour; we have realized that UA is the world’s leading sportswear brand. If you are learning about the Under Armour BCG matrix company example; then you should keep in mind the abovementioned four growth-share matrix analysis quadrants; stars, cash cows, question marks, and dogs.