Under Armour recently unveiled three new “record equipped” running footwear, that is to be seen on pre-order starting January the new year. The record equipped technology provides runners with digital tools necessary 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 season. This collection of shoes is going to be associated with MapMyRun, under armour store mobile app which commands an end user base of 190 million globally . Based on our estimates, the footwear segment makes up about nearly 30% of Under Armour’s valuation along with its contribution to the company’s revenues is estimated to boost from around 20% in 2016 to just about 32% by the end of our own forecast period. Because the company expands its connected fitness business by focusing on its smart shoe offering, it could boost its footwear revenues and drive growth in the long term.
Just last year, Under Armour invested nearly $560 million to obtain 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 organization has become seeking to leverage. The new footwear is powered exclusively by MapMyRun, Under Armour’s mobile app. Each shoe includes new features which will provide runners not merely with automatic tracking capabilities, and also with insights to their muscular fatigue prior to working out. Through these initiatives, under armour outlet australia is focusing on its connected fitness goal which is probably going to drive revenues in the long term. Based on our estimates, the company’s retail footwear revenues will likely increase rapidly from around $300 million in 2016 to just about $1.4 billion by the end in our forecast period.
We believe innovation will probably remain an integral aspect of the company’s growth. It could gain market be part of the footwear segment because it focusses on innovative new items. We keep in mind that Footwear is not the most valuable segment for less than Armour. In reality, Performance Apparel accounts for nearly 50% of their valuation in accordance with our estimates. Therefore, rise in retail footwear revenues will impact the company’s valuation moderately. As an example, if these revenues grow at a faster pace and reach $2 billion by the end in our forecast period, there might be a 5% upside to the price estimate.
Under Armour is increasing focus on its footwear segment, which will probably witness significant increase in revenues in the following few years. Its connected fitness initiative will provide the 17dexjpky insights into consumer behavior (according to data collected via the app), which can enable it to tweak its products according to consumer preferences. These under armour shoes should find favor in consumers who are looking to depart from wearables to check fitness and workout trends. We feel this innovation can drive revenues for your company eventually.