Once again, Under Armour
The company is a real go-getter, CEO Kevin Plank sure knows how to market the brand. Unlike competitor Columbia Sportswear
How it's done
Under Armour always has something new going on, which is imperative for a business to grow. Additionally, management has a keen eye for what is becoming popular and profitable and jumping on it. The company moved into the cotton-apparel sector last year in a grab for part of the $8.3 billion cotton activewear market. Also, possibly noting the success of yoga-wear leader lululemon athletica (NYSE: LULU), the company has been offering a line of women's sportswear since 2004 (although its market share is nowhere close to Lululemon's, and the sector makes up only about a quarter of the company's total sales). The company does have a line of "green" clothing for both men and women, however, which is made from recycled materials and should appeal to the active and ecology-conscious consumer.
The apparel maker is also expanding its retail presence. It is planning a store-within-a-store format with partners Dick's Sporting Goods, Nike, and Foot Locker
I see every reason for this company to continue on its upward swing. In addition to the expansion plans mentioned earlier, the company has announced plans to increase the number of outlet stores from 72 to 120. Although its women's line hasn't quite taken off yet, I'll bet that if Under Armour expanded the green-wear category into more yoga-style clothing, it might snag some of Lululemon's crowd. With warm weather approaching and a brightening economic picture, look for this company to surge even higher soon.
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Fool contributor Amanda Alix owns no shares in the companies mentioned above.