In the United States, the competition of brands in sports equipment isn't dominated in the same manner to what we see in the rest of the world. Where we see the line-up of world football clearly sitting as Nike, adidas and PUMA standing above everyone else, America has a slightly different pecking order.
In the States, the line-up includes the 19-year-old company that are quietly growing their stock in the world’s game in Under Armour. In fact, depending on where you find yourself within the United States, sometimes only Nike can really claim superiority over the Baltimore based company. So, what can Under Armour do to make their success in other avenues of footwear begin to translate into football?
Much like Umbro, Under Armour has made solid moves and smart choices in the last five years to position themselves for a real push into the marketplace. They've snagged a few kit sponsorships to give themselves a marketing foothold outside of the U.S and their recent creation in the ClutchFit has been well received by any and all that have given the boot a true chance. However, there is still no doubt that there remains a large gulf between UA and where they inevitably desire to be.
The next big move that would give Under Armour their biggest foothold yet would be to fight their way into Major League Soccer. Despite the idea that brand monopolies (one brand owning the entirety of the market) are illegal in America, all of the major leagues (NFL, NBA, MLB, etc.) within the U.S only allow one brand to make the pieces that make up a team’s uniform. For the MLS, that brand is adidas. From the kits on every player in the league, the match balls used in every match, and the boots that players (the ones that are not directly sponsored by another brand) are required to wear, the three stripes dominates every moment on the pitches of MLS.
Considering the power and influence that is continually rising for Under Armour (and the new collective bargaining agreement that is about to be put in place for MLS), now is the perfect time for a new brand to try and work their way into the top-tier league. While the price tag to completely take the sponsorship deal away from adidas might seem a bit too steep, the idea that clubs should be able to negotiate their own kit sponsorship has been gaining considerable ground for years.
Although none of the American teams can even come close to the size of some of the major European clubs, there is no doubt that each club could negotiate a deal with a brand that would increase their club revenue significantly. Who knows, Under Armour might actually be willing to drop the big cash in order to win over the entirety of the league.
That type of move would be beneficial for both parties involved. Under Armour would continue gaining ground in football, and MLS would attach themselves to a brand that is seen to be on the rise within the States. Don’t get us wrong, adidas is massive and well-loved the world round, but sometimes a change is what something like MLS might need in order to continue to grow.
Signing major European players in the same vein as Memphis Depay can only be a good thing for the future of Under Armour. Bringing in clubs like Tottenham and creating quality boots is definitely going to make Under Armour into the type of brand that can challenge the big boys, but solidifying their position as one of the biggest within the realm of their home country seems like it would be a huge action for UA and their unquestionably bright future within the game.
We look forward to seeing what Under Armour has in store for the next few months, especially considering the unreleased boots that we saw Depay sporting last weekend.
What do you think the next smartest move would be for the American brand? Have you tried the ClutchFit? Let us know.
