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Under Armour recently unveiled three new “record equipped” running sneakers, that will be available on pre-order starting January next season. The record equipped technology provides runners with digital tools necessary to understand recovery and maximize performance. These new footwear is an increase of the company’s smart shoe line, which was launched earlier this season. This line of shoes is going to be linked to MapMyRun, under armour store mobile app which commands an end user base of 190 million globally . As outlined by our estimates, the footwear segment accounts for nearly 30% of Under Armour’s valuation and its particular contribution on the company’s revenues is estimated to increase from around 20% in 2016 to just about 32% at the end of the forecast period. Because the company expands its connected fitness business by centering on its smart shoe offering, it could boost its footwear revenues and drive growth in the long run.

Just last year, Under Armour invested nearly $560 million to acquire two fitness apps – MyFitnessPal and Endomondo. In late 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 company is now looking to leverage. The new footwear is powered exclusively by MapMyRun, Under Armour’s mobile app. Each shoe includes latest features that will provide runners not only with automatic tracking capabilities, but also with insights within their muscular fatigue before exercising. With these initiatives, under armour online is concentrating on its connected fitness goal which will probably drive revenues long term. According to our estimates, the company’s retail footwear revenues are likely to increase rapidly from around $300 million in 2016 to nearly $1.4 billion by the end in our forecast period.

We think innovation will probably remain a key part of the company’s growth. It might gain market be part of the footwear segment mainly because it focusses on innovative new items. We note that Footwear will not be by far the most valuable segment for Under Armour. In reality, Performance Apparel makes up about nearly 50% of the valuation based on our estimates. Therefore, rise in retail footwear revenues will impact the company’s valuation moderately. For example, if these revenues grow at the faster pace and reach $2 billion by the end of the forecast period, there may be a 5% upside to the price estimate.

Under Armour is increasing focus on its footwear segment, which is probably going to witness significant increase in revenues within the next several years. Its connected fitness initiative will provide the 17dexjpky insights into consumer behavior (depending on data collected through the app), which can enable it to tweak its products according to consumer preferences. These under armour shoes sydney should find favor in consumers who want to depart from wearables to monitor fitness and workout trends. We believe this innovation can drive revenues for your company in the long term.