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Under Armour was a real threat to Nike. Now it's fighting to stay relevant

·1 min


Under Armour Struggles to Compete in Sportswear Market #

Under Armour, once considered a rival to Nike, is facing significant challenges in the sportswear market. The company’s annual sales have been sluggish, and its stock has plummeted. Experts attribute these struggles to an identity crisis, management controversies, and a failure to adapt to market trends. Under Armour’s founder, Kevin Plank, has returned as CEO to steer the company back on track. The company plans to focus on selling innovative products, accelerating product development, and reducing discounts. Restructuring and layoffs are also expected. Under Armour’s future success may depend on reestablishing a clear brand identity and addressing changing consumer demands.