Under Armour
American sportswear brand that built the performance apparel category on compression shirts, and remains roughly a tenth of Nike’s size.
11 figures on Under Armour, drawn from 2 Modern MBA case studies.
The figures
Percentages8
| Against its own chart | |||
|---|---|---|---|
| North America as a share of total revenue · 2009 | 94% | 1st of 3 · top 94% | Why Under Armour failed |
| North America as a share of total revenue · 2012 | 94% | 1st of 3 · top 94% | Why Under Armour failed |
| North American revenue growth · 2011 | 39% | 1st of 6 · top 39% | Why Under Armour failed |
| North American revenue growth · 2013 | 27% | 2nd of 6 · top 39% | Why Under Armour failed |
| North American revenue growth · 2014 | 27% | 2nd of 6 · top 39% | Why Under Armour failed |
| North American revenue growth · 2012 | 25% | 4th of 6 · top 39% | Why Under Armour failed |
| North American revenue growth · 2015 | 24% | 5th of 6 · top 39% | Why Under Armour failed |
| North American revenue growth · 2016 | 16% | 6th of 6 · top 39% | Why Under Armour failed |
Counts2
| Against its own chart | |||
|---|---|---|---|
| Retail stores worldwide, 2009 and 2012 · 2012 | 109 | 3rd of 3 · top 2,446 | Why Under Armour failed |
| Retail stores worldwide, 2009 and 2012 · 2009 | 39 | 3rd of 3 · top 2,200 | Why Under Armour failed |
Durations1
| Against its own chart | |||
|---|---|---|---|
| Duration of chief executive searches at large companies, in months | 7 mo | 4th of 9 · top 13.5 mo | Why Chipotle got so much worse |
Case studies covering Under Armour
Case study — Food & beverageWhy Chipotle got so much worseA weekly staple became a byword for small portions and high prices in under ten years. Here is what broke.10 min read
Case study — Retail & brandsWhy Under Armour failedIts products were ugly. Rather than fix that, Kevin Plank spent $700M on fitness apps and called Under Armour a tech company.14 min read