×
221
Fashion Jobs
CAPITAL PLACEMENT SERVICES
Production Manager For Agrochemical Industry in Saykha,Gujarat
Permanent · Bharuch
ADITYA SAMRAJ NATURAL FOODS PVT. LTD.
Area Sales Manager / Regional Sales Manager
Permanent · Ambala
AIRTEL
Area Manager
Permanent · Kanchipuram
ADIDAS
Senior Tech Project Manager
Permanent · GURUGRAM
CORPORATE MANPOWER
Requirement - Operations Manager
Permanent · Kolkata
DR LAL PATHLABS
Area Sales Manager - Vijayawada
Permanent · Vijayawada
SNAPSEAARCH
sr Production Manager For Hyderabad _api
Permanent · Hyderabad
ALLEGIS GROUP
Opening For Sales Manager - Chennai
Permanent · Chennai
GOODWEAR FASHIONS
Fresh Trainee Customer Service
Permanent · NEW DELHI
SV MANAGEMENT CONSULTANTS
dy. Manager/ Shift in Charge - Production - Indore
Permanent · Indore
UNISON INTERNATIONAL CONSULTING
Garment Technician
Permanent · National Capital Region
WAYCOOL FOODS AND PRODUCTS
Area Sales Manager/ Sales Officer
Permanent · Chennai
VAMSHA RETAIL VENTURES
Foor Manager - Retail Garment Showroom
Permanent · Mayiladuthurai
VAMSHA RETAIL VENTURES
Branch Manager - Retail Garment Showroom
Permanent · Mayiladuthurai
HERITAGE FOODS
Required Area Sales Manager - Vijayawada @ Heritage Foods Ltd
Permanent · Vijayawada
RASHMI GROUP MUMBAI
Sales Managers/ Executives (Real Estate) Location: Vasai
Permanent · Mumbai
DTDC EXPRESS
Sales Manager
Permanent · National Capital Region
RJCUBE STAFFING SOLUTIONS
Senior Garment Technician For Buying House, Noida Sector 59
Permanent · Noida
HIRING PLUS HR SOLUTION
Icici / Sales Manager / Home Loan ,
Permanent · Vadodara
TALENT CORNER HR SERVICES
Production Manager
Permanent · Bhiwandi
ABS HR SOLUTIONS
Asst. Manager Forecasting, Merchandising &Scm For Beauty Brand(Gurgaon
Permanent · National Capital Region
MANPOWERGROUP SERVICES INDIA
Unit Sales Manager-Field
Permanent · Chennai
Published
Mar 7, 2017
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Puma overtakes Under Armour in share performance

Published
Mar 7, 2017

The competition for sportswear supremacy has taken a surprising turn. Bloomberg reported on Monday that Puma has overtaken Under Armour in share price performance.
 
The publication cited Puma’s increased shares, Under Armour’s diminished share value, and the German sportswear brand’s social media strategy as how Puma was able to outperform Under Armour, and there are several more factors involved.
 

The Fenty Puma Creeper, Shoe of the Year winner at the 2016 FN Achievement Awards


First, Puma has capitalized on the athleisure trend that continues to be hot among consumers, while Under Armour products tend to be driven by performance than by dressing casually. Puma’s sales began to increase almost immediately after it began partnering with Rihanna for the Fenty x Puma collection, and the momentum continued through partnerships with Kylie Jenner, Cara Delevingne, and The Weeknd.
 
The Baltimore-based company did follow up with the Under Armour Sportswear line with Tim Coppens to penetrate the designer collaboration and athleisure markets, but the company joined the fray much too late. Puma is a step ahead in the athleisure segment, led by the partnership with Rihanna, and it has been a driver of its sales growth.

The Kering Group sportswear brand beat its forecasts to end 2016 with sales rising 9% to over $1 billion. The European, Americas and total footwear segment sales increased 10.4%, 9.9% and 15.3%, respectively, and according to NPD, the brand tripled its share of the US casual sportswear market. Under Armour, on the other hand, posted a 12% increase in revenue, its slowest growth in 8 years, and a 5.9% increase in net sales in the fourth quarter, which is well below its average of 24% that dates back to 2013.
 
Under Armour provides athletic apparel that matches the athleticism of its athlete roster, which includes Tom Brady, Stephen Curry, Misty Copeland, and Dwayne Johnson, but the products fail to match the athletes’ star power or cool factor. Puma may lean on its strong Fenty x Puma collection and athleisure business, but it has not turned away from its performance category altogether. Usain Bolt proved that Puma products perform as well as they look by winning Olympic gold in Puma Spikes during the 2016 Summer Games in Rio.


Tom Brady in the new UA Athlete Recovery Sleepwear - Under Armour

 
Controversy harmed Under Armour at the beginning of 2017 as well. Despite Tom Brady leading the New England Patriots to another Super Bowl win to start the year, marking as his fifth career Super Bowl win, the accolade was quickly overshadowed by backlash Under Armour CEO Kevin Plank received from the public for remarks that were perceived to be pro-President Trump. Curry, Copeland and Johnson denounced Plank’s stance, which resulted in the CEO issuing a statement clarifying his words about the President of the United States.
 
Puma excels on many facets, but most importantly the brand has room to grow. Under Armour does not have the same luck, but it did not achieve its great success on a fluke. With Nike, Adidas, Reebok and other athletic companies fighting for market share, there's no telling who will emerge on top tomorrow.

Copyright © 2023 FashionNetwork.com All rights reserved.