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and America has no big differences, but the social tastes and preferences in this two countries are completely different. Under Armour has both positive and negative effects that caused by using global strategy. How would you advise Under Armour to manage their multiproduct and international strategies to gain market share from Nike and Adidas?Nike and Adidas have established themselves as the main players in the athletic apparel industry on a global scale4, and they are the strongest competitors for Under Armour. By analyzing Under Armour, I have few suggestion for it. First, products should be diversified. Its exclusivity comes from its unique fabric technology, and the fact that it has had to face very little competition in the niche performance apparel market, of which it is the market leader. The future growth potential from serving the same customers is limited, however. In order to continue this growth story, Under Armour will have to start serving new customers and expand into new sectors.5 Adidas is doing extremely 4 Page 7, Under Armour: Can David challenge the Goliath?5 页 4
well in bringing in different product lines. Adidas Original and Y3 (which is a collaboration between Adidas and renowned Japanese fashion designer Yohji Yamamoto) are good examples for this point. Both of them are less functional andmore stylish. It helps Adidas to attract more customers. I think Under Armour do