“We need to become more fashion,” CEO Kevin Plank said during a call with analysts after the company’s latest quarterly earnings report. “The consumer wants it all. They want product that looks great, that wears great, that you can wear at night with a pair of jeans, but that also does perform for them.”
The company is admitting it completely misread the upmarket trend of athleisure, instead relying on copious logos and basic styles of sportswear.
Having doubled its annual sales for the past three years running, it’s fair to say Under Armour has been killing the game and then some. With an aggressive marketing campaign and sporting superstars like Stephen Curry, Andy Murray, Jordan Speith, and Anthony Joshua all operating under the brand roster, the sports performance upstart was expected to go from strength to strength. That is, until now, as new figures suggest all may not be rosy in the garden.