- Strong brand name
 - Recognizable, memorable logo
 - High quality apparel
 - Positive response from customers
 - Official outfitter of schools and universities teams
 - High profit to earning ratio
 

- Distribution
 - Relatively new company compared to competitors
 - Publicity is not at the same level as Nike
 - Viewed as a male brand
 - Narrow focus, limited product line
 -Online presence

- Branch out outside of sports
 - Pricing tiers
  -Focus on consumer lifestyle improvements
 - Putting product in every major chain
 - Expansionof product/services
 -Reduce prices of the products
 -Global

- Rival companies in same space (Nike, Adidas, etc)
 - Changes in the way consumers shop and spend and other changing consumer patterns could be a threat to under armour's performance
 - Substitute products available on the market present a major threat to under armour.