I'll admit (without giving any names), I certainly have a sports brand of choice - one that I return to time and time again. It's a brand association that I've built up over many years of loyalty - footwear, work-out gear, active wear; my wardrobe has the lot! My long-term association with brands highlights one of the challenges facing Under Armour. Under Armour is experiencing falling sales for the first time in four years, and a struggling presence in non-US markets (over 75% of Under Armour's sales are in the US). What can Under Armour do to turn this around and hit back in 2018? 

The lack of "heritage" is definitely highlighted here as a challenge for Under Armour. For context, the first Nike Air Jordan was made 32 years ago, making it 3 years older than the average Hotwirean...

The other major challenge for the brand is the "arms race" that exists between Nike, Adidas and other sports brands for talent sponsorship. Whilst Under Armour have had success branching out of pure sports-based influencers, such as partnering with Gisele Bündchen, they are struggling to create the same aura of 'sporting equity' and identity of their rivals. As sports sponsorship consultant Nigel Currie points out in this article, "Under Armour has certainly signed up some of the biggest names in sport but so has its competition".

If this were a boxing match, Nike and Adidas are clearly the established, seasoned heavy weights. But with British sporting icons Andy Murray and Antony Joshua now in their corner, and a fitness community of more than 165 million users, following its acquisition of MapMyFitness and MyFitnessPal, will Under Armour be making a final round come back? Everyone loves an under dog so we will have to watch this space...