Why Did Under Armour Stop Making LaCrosse Gear?

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Under Armour, a company known for its athletic apparel and gear, entered the lacrosse gear market in 2011 with high hopes. However, their decision to exit the market has raised questions. Here are the key reasons behind this move:

1. Lack of Market Penetration
   While lacrosse has grown in popularity, especially among youth and collegiate players, Under Armour failed to establish a significant presence in the market. Compared to established brands like Warrior Sports and STX, their products didn’t gain enough traction with lacrosse athletes.

2. Strategic Focus on Core Strengths
   Under Armour decided to reallocate resources to more profitable and strategic areas such as running, basketball, and football gear. The company chose to invest in markets where it already had a stronger foothold and competitive advantage.

3. Competitive Landscape
   The lacrosse equipment market is highly competitive, dominated by long-established brands like Warrior and STX, who have deep relationships with athletes and teams. As a latecomer, Under Armour struggled to gain a foothold in this market.

4. Financial Considerations
   Although the lacrosse market was growing, Under Armour did not see the expected returns. With insufficient ROI, they chose to exit the lacrosse gear space and refocus on more lucrative categories.

After discontinuing their lacrosse gear line, Under Armour redirected its focus to its core categories—athletic apparel, footwear, and performance gear—where it continues to dominate the market.