products via licensing. The multiple distribution networks help the company to expand its market presence. 3. Strong growth over the years: Under Armour has reported strong growth and impressive investor returns over the past few years. Its revenues have increased more than twice from $2.3 billion to $4.8 billion in just a span of 3 years. To continue the growth, Under Armour is planning to restructure the company around category management to streamline the operations. This integrated global model will lead to shared accountability between categories, regions and functions. Although the revenue for FY17 is expected to decline in wake of increasing competition and shift in retail, the company is expected to perform strongly in FY18 as it diversifies its presence in newer markets. Weakness 1. Limited geographic diversification: About 83% of the revenue comes from North America region, hence there is need to expand in other parts of the world to reduce over-dependence on North America region. Under Armour has limited experience in markets outside North America because they have not expanded much since the inception of the company in 1996.