Under Armour Is ‘Smartly’ Augmenting Its Performance Apparel

In this Monday, Jan. 4, 2016, file photo, an Under Armour chest strap heart rate monitor is displayed in New York. (AP Photo/Mark Lennihan, File)

According to our estimates, the Performance Apparel segment is Under Armour‘s most important division, accounting for nearly 50% of its valuation. This segment is likely to account for nearly 65% of the company’s revenues in 2017, according to our estimates. The company is innovating to strengthen this segment and build a competitive edge. At the CES 2017, Under Armour unveiled “smart sleepwear” which will help athletes to rest, win and repeat. This Athlete Recovery Sleepwear has an infrared pattern inside the clothing which is meant to absorb infrared wavelengths and reduce inflammation while sleeping, aiding in the recovery time. Smart clothing is at a very nascent stage and is not likely to see very significant growth in the next few years. According to a research paper published by Berkley ELPP, smart clothing will account for less than 1% of the wearables market which includes smart watches and glasses