Emmanuel Mudiay: The Key to Under Armour’s Success
By Wardell
Why this would make sense for UA
It’s well-known that sneakers, especially basketball sneakers, are incredibly popular throughout the world. For the past two decades, Nike has dominated the sales market, but the previous two years suggest that Under Armour and Adidas are slowly gaining traction into mainstream popularity.
Even though Nike’s lead is incredibly large, both Under Armour and Adidas have the same goal: dethroning Nike. The question is, how can you overtake such a giant?
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Well, it’s as simple as selling more products, and how do you do that; by successfully building off the notoriety of your signature athletes.
Adidas is doing that very well in basketball with James Harden, Damian Lillard, Andrew Wiggins, Derrick Rose, Kyle Lowry and a bevy of newly-signed rookies. So if Under Armour wants to be taken seriously in basketball, they are going to need more than just Stephen Curry.
Unfortunately for them, they’ve struck out in signing established brands, such as the aforementioned James Harden and Kevin Durant. Which means they don’t quite have enough power to directly pull from Nike.
But that doesn’t mean that they can’t reach that kind of strength. It just means that for now, Under Armour will need to grow the brands of its own, already signed athletes.
Enter Emmanuel Mudiay.
Next: Why Emmanuel Mudiay?