I’ve been bearish on Under Armour (NYSE: UAA) (NYSE: UA) for a long time. In recent articles, I discussed the company’s biggest mistakes, its vulnerability to tougher competitors, and CEO Kevin Plank’s worst moves. But today, I’ll reexamine the bull case for Under Armour by looking back at the company’s three smartest moves in the first half of 2017.During a conference call in January, Plank admitted that Under Armour needed “to become more fashionable” to¬†compete more effectively in the “athleisure” market. UA’s softness in the athleisure market — which is dominated by companies like Nike (NYSE: NKE), Adidas (NASDAQOTH: ADDYY), and Lululemon¬†— caused ongoing declines in its North American market, which accounts for nearly 80% of its revenue.Image source: Under Armour.Continue reading
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