In 1996, an entrepreneur and athlete launched the business, Under Armour with one product now known as their classic t-shirt that boosts muscle performance and wicks moisture, keeping athletes cool, dry, and light. Under Armour continues to innovate, creating new products such as its line of shoes using the brand name, SpeedForm. While the sales of the shoes are catching on, Under Armour has a small proportion of total category sales in a high growth product category. Which quadrant of the Boston Consulting Group matrix would be most accurate for Under Armour's shoe line?

In 1996, an entrepreneur and athlete launched the business, Under Armour with one product now known as their classic t-shirt that boosts muscle performance and wicks moisture, keeping athletes cool, dry, and light. Under Armour continues to innovate, creating new products such as its line of shoes using the brand name, SpeedForm. While the sales of the shoes are catching on, Under Armour has a small proportion of total category sales in a high growth product category. Which quadrant of the Boston Consulting Group matrix would be most accurate for Under Armour's shoe line?

In 1996, an entrepreneur and athlete launched the business, Under Armour with one product now known as their classic t-shirt that boosts muscle performance and wicks moisture, keeping athletes cool, dry, and light. Under Armour continues to innovate, creating new products such as its line of shoes using the brand name, SpeedForm. While the sales of the shoes are catching on, Under Armour has a small proportion of total category sales in a high growth product category. Which quadrant of the Boston Consulting Group matrix would be most accurate for Under Armour's shoe line?


a. question mark

b. cash cow

c. star

d. dog


Answer: a. question mark


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