After Under Armour Conquered NBA, She Wanted To Enter The Ballet World.

In July 23rd, the US sports equipment company announced in a conference call that sales in the two quarter increased by 29% over the same period last year, creating a strong growth of more than 20% in the 21 quarter. Under Armour also announced that it would adjust its target of sales growth in 2015 to 25%.

After the announcement, shares of Under Armour surged 7.3% to $97 a share, a record high.

The popularity of the concept of "sports and leisure" (athleisure) has provided a new growth point for sports brands such as Under Armour. Sports brand Share prices have climbed to a record high. Last year, Under Armour has surpassed Adidas in the US market, ranking second. The next goal of this young company is already known worldwide - more than Nike.

According to FactSet, a consultancy, Nike has a market capitalization of $98 billion and annual sales of $31 billion. The market value of Under Armour is US $21 billion, and this year's sales volume is expected to exceed US $4 billion. There is still a gap with Nike.

However, in the product line of Under Armour, the three categories of golf products, women's products and basketball products have grown quite astonishing.

Due to the huge success of Air Jordan series, Nike currently holds more than 90% of the global basketball shoe market share. But Under Armour is enough to make the industry giants feel like they are in the dark.

This year's American basketball finals seem to be a direct collision between the two old and new sports brands. In the end, Stephen Currie, who stepped on the Under Armour boots, led the Western champion Jinzhou warrior and defeated the Cleveland Knight of Nike spokesman Lebron James. Under Armour is the most valuable player in the regular season's most valuable player, "Curry 1" (Curry One) sneakers, has become a young consumer sought after. Under Armour's sales of basketball shoes increased by 40% over the same quarter last year, to $154 million.

At the golf course, young Jordan Spieth (Jordan Spieth) is undoubtedly a dark horse in the US Open. Under Armour Spokesperson.

In order to attract female consumers, Under Armour even extended their tentacles to ballet. In the summer of 2014, Under Armour and the United States Ballet Misty Copeland, a banner character, launched a group of publicity advertisements. Copeland was the first African American to be president of the American Ballet School.

In addition, Under Armour is also an early sport brand concerned with wearable devices. Under Armour's Internet fitness platform now has more than 14 million users, which is said to grow at 100 thousand people a day. CEO Kevin Plank claims, "in the end, everything we wear will have a small chip."