Under Armour is learning the hard way that sportswear is as much about fashion as performance

under-armour-is-learning-the-hard-way-that-sportswear-is-as-much-about-fashion-as-performance

The sportswear landscape is shifting, and customers no longer want athletic clothes just for working out. They want stylish athleisure—clothes fashionable enough that they can also wear them out to a movie or dinner.

https://qz.com/899227/as-under-armours-growth-slows-its-learning-that-sportswear-is-as-much-about-fashion-as-performance/

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Under Armour is learning the hard way that sportswear is as much about fashion as performance

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