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DTC Expansion, Digital Efforts to Drive Under Armour's Growth

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Under Armour, Inc. (UAA - Free Report) looks promising at the moment, owing to the company’s strategic digital efforts, brand development, and expansion of DTC and technology-based fitness businesses. Also, it is progressing well with its multi-year transformation plan. Such efforts have boosted the company’s top line, marking its fourth consecutive quarter of top-line beat. 
Let's delve deeper and analyse the factors that make this company a lucrative investment option.
What's Working in Favour of Under Armour?
With increasing consciousness about fitness among people, sports apparel makers are entering into the business of fitness gadgets and other tracking platforms to attract customers. The acquisition of MapMyFitness, Endomondo and MyFitnessPal are in line with the company’s strategy of expanding its reach in the fitness space. Also, management is impressed with sales of UA HOVR. The company is now banking on three platforms — HOVR, Charge and Micro G — to boost growth. 
Moving on, the company that shares space with lululemon athletica (LULU - Free Report) and Columbia Sportswear Company (COLM - Free Report) is on track with its 2018 restructuring plan to utilize financial resources more efficiently. In this regard, the company announced that it will reduce 3% of its global workforce as part of the restructuring plan. This move, which is likely to impact jobs of 400 employees, is expected to be completed by March 2019. This will enable the company to simplify its organizational structure, attain cost effectiveness and operational efficiencies, and allocate resources in best alternatives. 
Under Armour is poised to increase its global footprint and market share via store expansion initiatives and enhancement of its e-commerce platform. The company intends to expand business operations to other parts of the world. In the process, the company has opened its factory and brand stores in Canada and China as well as given franchise licenses in many countries. Moreover, the company is expanding its DTC business in the U.K., Germany and the Netherlands. Further, it has rolled out e-commerce platforms in countries like Mexico, Australia, New Zealand and Chile.
The company has entered into deal with rising athletes. This will help Under Armour enhance brand recognition and get an edge over its competitors. Under Armour’s partnership with Kohl’s Corporation (KSS - Free Report) for selling apparel, accessories and footwear at Kohl’s outlets is expected to enhance customer reach. 
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