youth programs without minding the number of resources used. In fact, the marketing expenses have been rising from $108.9 million in 2009 to $418.8 million in 2015 including the endorsement of players ( Thompson 2018). As a result of the strategic marketing, the demand for under armor's products continues to grow despite the steep competition. PESTEL analysis Political: each country has a set of policies that govern it. As a global enterprise, under armor is affected by these policies. For instance, the FDI policies in some countries prohibit full ownership of retail store thereby posing a threat to internationalization. Furthermore, the international tax competitive system is a political threat...
