Under Armour taking new look at running shoes

Company cites opportunities but need for improvement

By Andrea K. Walker
July 29, 2009
The Baltimore Sun

The running shoe market could be a test of the company's future in footwear, a category Under Armour is looking at for long-term growth, analysts said. Other footwear categories the company has entered, such as football cleats and cross-trainers, weren't as competitive.

Runners are loyal consumers who don't switch brands easily, said Matt Powell, an analyst with SportsONESource, which tracks footwear spending. There are also many varieties of running shoe brands on the market. It can take three to five years for a company to really penetrate the market, Powell said.

Powell said that Under Armour has successful launches of shoes, but needs to be able to keep the momentum going beyond the initial introduction.

"It hasn't been a huge boon for them, nor has it really changed the industry," Powell said of the Under Armour running shoe.