Retail News

Under Armour’s woes tied to disconnect with consumers

The New York Times 01/26/2020

In the space of a few short years, Under Armour went from a high-flyer that pushed past Adidas to become the second-largest manufacturer of athletic wear to a struggling brand that has seen its sales growth reduced to a trickle and its share price plummet. What is behind the fall? Many point to Under Armour’s failure to recognize that the market has moved away from performance gear to athleisure and fashion.

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