Retailers must build an environment of products, content, licenses and experiences
In 2013, 17-year-old brand Under Armour was in a precarious position. Trailing behind industry leaders Nike and Adidas in market share, the company also faced formidable competition from new sports apparel contender Lululemon and others.
Two years later, Under Armour exceeded revenue expectations in 2015 and gained significant ground in footwear, apparel, accessories and licensing. Much of UA’s success can be attributed to its development of a brand ecosystem—an environment of brand-owned products, content, licenses and experiences that expand past sports apparel to engage consumers at several touch points.