Under Armour- the American sports equipment company had its first breakthrough in 1999 when a renowned production house approached them for a feature film. The company needs to implement the data gathered by PESTEL to gain the maximum benefit. Based on the Under Armour PESTEL analysis, one can say that the company has lost its initial glory. It must work on its weaknesses and focus on the strengths to stand strong against the challenging competitors. Restructuring of existing strategies can help the brand bounce back to the hot spot it was initially enjoying.