Sports Apparel

Under Armour, Mi Amour

People work out at the Under Armour booth as the company promotes the Health Box, a Connected Fitness system, during the 2016 CES trade show in Las Vegas, Nevada January 8, 2016. REUTERS/Steve Marcus
Retailers are over the moon about Under Armour.
  • Why it matters

    Why it matters

    Germany is playing a fundamental role in Under Armour’s global expansion plan.

  • Facts


    • Many German retailers are dissatisfied with global market leader Nike and its rival Adidas.
    • Under Armour is hoping to sign more sponsorship contracts with German sports teams.
    • In the first quarter, Under Armour’s worldwide revenues rose by almost a third to about $1 billion.
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Faster, higher, stronger: No one in the sporting goods industry has taken the Olympic motto more to heart than Kevin Plank.

Twenty years ago, Mr. Plank founded Under Armour, which has grown to be the world’s third largest sports-apparel brand. Only U.S.-based Nike and Germany’s Adidas sell more jerseys, athletic shoes and other sports-related items.

In Germany, Under Armour hasn’t played much of a role up to now. Among the suppliers to Intersport, Germany’s leading sporting-goods retailer, Under Armour recently ranked 41st. But that could soon change.

“In the mid- and long-term, Under Armour intends to become number one among the top sporting-goods brands throughout German-speaking countries,” head of marketing Karl-Heinz Maurath told Handelslblatt. The former Adidas manager is the number two in the Baltimore-based company and is pushing forward with worldwide expansion.

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