IntroductionEstablished in 1996, Under Armour, Inc.'s principal business activities include the design, marketing and distribution of men's, women's and youth athletic apparel, footwear and accessories. The company has designed moisture-wicking fabric products available in many designs and styles for wear in virtually any climate. The company seeks to provide an alternative product with superior performance compared to traditional sportswear on the market. HEATGEAR® products contain a microfiber blend designed to wick moisture away from the body and help consumers stay cool, dry and light. Consumers wear this product if temperatures are warm or hot and when working out in the gym. The company continues to strengthen its mission to improve all athletes by expanding globally with currently 19 offices worldwide. Under Armour, Inc. is using its strong growth and revenue in the U.S. market to help drive and support the company's global ambitions. Ninety-four percent of 2013 net revenues came from U.S. sales of $2,082.5 million. Under Armour, Inc. is expected to export its HEATGEAR® brand of products to the Brazilian market. Brazil had a retail turnover of $351 billion in 2013. The country is the 10th largest market in the world as well as the 6th largest specialty retail channel for clothing and footwear in the world . The country will soon host two major events. The 2014 FIFA World Cup and the 2016 Summer Olympics will be held in Brazil. The FIFA World Cup begins in June. The U.S. Trade Service believes that the Olympics represent a profitable opportunity for U.S. exporters of sporting goods equipment and services. Situation AnalysisIn order to support Under Armo...... middle of paper .... ..FIFA World Cup despite Adidas sponsorship. Extracted from the Euromonitor Passport GMID database. Euromonitor International. (2013, August). Sportswear in the United States. Extracted from the Euromonitor Passport GMID database. Under Armour, Inc. (2013). 2013 Annual Report. Retrieved from http://investor.underarmour.com/annuals.cfm.Under Armour, Inc. SWOT Analysis. (2014). Under Armour, Inc. SWOT Analysis, 1-7. Retrieved from Business Source Complete, EBSCOhost.United States. Department of Commerce. International Trade Administration. (September 2013) Doing business in Brazil. Retrieved from http://export.gov/brazil/doingbusinessinbrazil/index.asp.United States. Department of Commerce. American Commercial Services. (September 2013) Sporting goods and leisure equipment industry: a major export prospect for Brazil. Retrieved from http://www.buyusainfo.net/docs/x_5277448.pdf