Under Armour recently unveiled three new “record equipped” running footwear, which is seen on pre-order starting January the new year. The record equipped technology provides runners with digital tools needed to understand recovery and maximize performance. These new shoes are an expansion of the company’s smart shoe line, that was launched earlier this coming year. This line of shoes will probably be related to MapMyRun, under armour outlet mobile app which commands a person base of 190 million globally . Based on our estimates, the footwear segment accounts for nearly 30% of Under Armour’s valuation and its contribution for the company’s revenues is estimated to enhance from around 20% in 2016 to nearly 32% at the end of the forecast period. Because the company expands its connected fitness business by working on its smart shoe offering, it could boost its footwear revenues and drive growth in the long run.
Last year, Under Armour invested nearly $560 million to obtain two fitness apps – MyFitnessPal and Endomondo. At the end of 2013 the company had acquired MapMyFitness for $150 million. These acquisitions gave it control over the world’s largest digital and fitness community, a community the company has become seeking to leverage. The newest footwear is powered exclusively by MapMyRun, Under Armour’s mobile app. Each shoe includes extra features that may provide runners not simply with automatic tracking capabilities, but also with insights to their muscular fatigue ahead of working out. With these initiatives, under armour sale is focusing on its connected fitness goal which will probably drive revenues eventually. Based on our estimates, the company’s retail footwear revenues may very well increase rapidly from around $300 million in 2016 to nearly $1.4 billion at the end of our own forecast period.
We feel innovation will likely remain a key aspect of the company’s growth. It can gain market share in the footwear segment since it focusses on innovative new services. We remember that Footwear is just not one of the most valuable segment for Under Armour. Actually, Performance Apparel accounts for nearly 50% of the valuation according to our estimates. As a result, development in retail footwear revenues will impact the company’s valuation moderately. For example, if these revenues grow at the faster pace and reach $2 billion by the end of our own forecast period, there might be a 5% upside to the price estimate.
Under Armour is increasing give attention to its footwear segment, which will likely witness significant rise in revenues over the following couple of years. Its connected fitness initiative will give the 17dexjpky insights into consumer behavior (depending on data collected using the app), that may enable it to tweak its products according to consumer preferences. These under armour shoes should find favor in consumers who wish to move away from wearables to observe fitness and workout trends. We feel this innovation can drive revenues for the company long term.