How should we address the forces below whether is high, low or middle in Porter's Five Forces analysis?

Competitive rivalry

Nike and Adidas are the biggest competitors of Under Armour.Both companies are mature and large-scale companies, with total annual sales higher than UA. Despite the huge revenue gap, the growth rate of UA is large. Although UA may not be so diversified in terms of product or international market penetration, it has achieved success in almost every industry field it has entered.

Under Armour should rely on excellent product innovation and unique marketing technology to compete. Its product development and marketing technology prove that UA has always been in the front line of dynamic changes in the industry competition.

Potential of New Entrants

The barriers to entry for a diversified athletic apparel company are very high andrequire a significant amount of financial and human capital to develop products, produce them locally with high quality and low cost, and push the products to the appropriate distribution channels. UA itself is an important new entrant. The latest case study of entering the sportswear industry has proved that it can succeed. But it will take years or even decades to reach the size and market share of companies like Nike or Adidas.

Power of customers:

When customers buy their favorite sportswear and accessories, they certainly have a variety of choices. However, most customers will have their favorite brands and styles, so the functional sports series products of UA are very different. Compared with Nike and Adidas, this is also the key to the success of UA.