Can the China Market Save Under Armour?
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Can the China Market Save Under Armour?

Luo Yingying and Shi Yiying
Huxiu, 2018
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Recommendation

Sales have been stagnating in North America for Under Armour, forcing the American company that manufactures footwear, sports and casual apparel to broaden its horizon. That’s why China has become the company’s top priority. But are Chinese sports enthusiasts buying into the strategy? Reporter Luo Yingying explores and explains Under Armour’s positioning in China for business media site Jiemian. (Shi Yiying, editor at tech media company Huxiu, edited and reposted the article.) Luo’s article may be a bit overly critical. She points to Under Armour’s weaknesses in the Chinese market without acknowledging that the company is actually doing many things well. She shows how Under Armour does need to clarify its strategy to capitalize properly on the current growth in the competitive sports and fitness market in China. However, Under Armour’s unclear product positioning in China results from a global rethink in the company following a 2017 sales drop rather than a lack of insight into the Chinese market. getAbstract recommends this article to any executive working in or interested in China.

Summary

When US sportswear company Under Armour suffered a series of quarterly losses in 2017, its share price fell by 46%, wiping $5 billion off its market value. Reducing reliance on the US market by moving abroad was an obvious move for Under Armour. According to The Economist, China’s burgeoning fitness market was worth nearly ¥1.5 trillion [$237 million] in 2016, so Under Armour zoomed in on China – where the company has maintained rapid growth since 2011.

The man running the scene for Under Armour in China is Erick Haskell. Managing director of Under Armour Greater China since 2015, Haskell has repeatedly proved himself in the Chinese market since 2005. He used to be a banker at Wells Fargo, then was CFO and COO for Adidas Greater China and the managing director for Adidas India. He knows China and its sportswear industry well. Haskell’s first job at Under Armour was to set up ...

About the Authors

Luo Yingying is a reporter for Jiemian, a Chinese news media start-up focusing on tech and business news. She focuses on ecommerce and retail. Jiemian published this article first. Shi Yiying, editor at tech media company Huxiu, edited and reposted the article.

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