A lot has changed at Under Armour ( UA) in the last few years. In that short time, UA has gone from making niche apparel for hardcore athletes to mainstream gear that can be found in more than 100 company-owned stores across the country and thousands of other brick-and-mortar retailers. But UA's performance-focused roots continue to drive the firm's ability to collect top dollar. >>5 Stocks Insiders Love Right Now Sports apparel is a big market, but it's a saturated one, so few up-and-comers have successfully challenged the foothold from brands like Nike ( NKE). But Under Armour has. The firm's extension in to new categories like footwear about five years ago should continue to drive top-line growth and premium dollars from consumers who see Under Armour as a performance brand. As Under Armour battled the big name sportswear companies here at home, the firm really hasn't paid a whole lot of attention abroad. In total, overseas sales only make up under 10% of the firm's total revenues; but that lack of international exposure provides ample growth opportunities once UA starts to exhaust its top-line expansion stateside. Shares of UA are far from cheap right now, but the value of the brand and the potential for bigger markets offset the rich price tag.