Under Armour recently unveiled three new “record equipped” running sneakers, that is to be seen on pre-order starting January next year. The record equipped technology provides runners with digital tools needed to understand recovery and maximize performance. These new shoes are an increase of the company’s smart shoe line, which had been launched earlier this coming year. This type of shoes will probably be connected to MapMyRun, under armour store mobile app which commands a person base of 190 million globally . According to our estimates, the footwear segment accounts for nearly 30% of Under Armour’s valuation as well as its contribution on the company’s revenues is estimated to increase from around 20% in 2016 to just about 32% in the end of our forecast period. Because the company expands its connected fitness business by centering on its smart shoe offering, it may boost its footwear revenues and drive growth eventually.
Just last year, Under Armour invested nearly $560 million to get two fitness apps – MyFitnessPal and Endomondo. At the end of 2013 the company had acquired MapMyFitness for $150 million. These acquisitions gave it control of the world’s largest digital and fitness community, a community the company is already trying to leverage. The latest footwear is powered exclusively by MapMyRun, Under Armour’s mobile app. Each shoe includes extra features that will provide runners not merely with automatic tracking capabilities, but also with insights inside their muscular fatigue ahead of working out. With these initiatives, under armour online is concentrating on its connected fitness goal which is likely to drive revenues long term. According to our estimates, the company’s retail footwear revenues may very well increase rapidly from around $300 million in 2016 to just about $1.4 billion in the end in our forecast period.
We believe innovation is likely to remain a vital part of the company’s growth. It might gain market share in the footwear segment mainly because it focusses on innovative new releases. We remember that Footwear will not be one of the most valuable segment for Under Armour. The truth is, Performance Apparel makes up about nearly 50% from the valuation based on our estimates. Consequently, increase in retail footwear revenues will impact the company’s valuation moderately. As an example, if these revenues grow with a faster pace and reach $2 billion at the end in our forecast period, there can be a 5% upside to your price estimate.
Under Armour is increasing center on its footwear segment, which is likely to witness significant rise in revenues in the following few years. Its connected fitness initiative will offer the 17dexjpky insights into consumer behavior (based upon data collected via the app), that may enable it to tweak its products as outlined by consumer preferences. These under armour shoes australia should find favor in consumers who wish to depart from wearables to monitor fitness and workout trends. We know this innovation can drive revenues for your company eventually.