Under Armour Pivots To Distributor Model, Hands Over India Ops To Underdog Athletics

Photo by Kyle Bushnell on Unsplash

Baltimore-based sportswear company, Under Armour is taking the D2C road in India, 3 years after it set up a fully-owned subsidiary in the country. After acquiring the assets of Under Armour in India, the core team has moved to the new company – Underdog Athletics – that was floated by its India MD, Tushar Goculdas.

Preparing For Takeover

The sports apparel firm has switched to a distributor model and has appointed Underdog Athletics to perform local distributions and master franchise operations to manage in India.

Under Armour, based in the US, started operations in India in 2018. It currently operates 28 outlets in the country that are all franchisee-owned and operated. India is the latest among a string of nations, including countries in the Southeast Asian region, South Africa and Japan.

Road Ahead

Under Armour plans to maintain its pace of adding about 10 stores a year in the future. After handing over the local distributions to Underdog Athletics, Armour plans to launch a direct-to-consumer platform, UnderArmour.com

“Our share of e-commerce presently is very low; much lower than the segment. We plan to change that significantly in the next 2-3 months,” Goculdas said.

Positioned in the premium segment, the company is eyeing the top 40-50 cities to open its stores as part of the customer reach-out plans. Unlike Nike and Puma, it does not intend to enter into the athleisure segment.

Too long? Here’s a one-liner: Sportswear brand, Under Armour switches to a distributor model in India and has appointed Underdog Athletics as the local distributor and master franchisee.




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