Under Armour is returning to its roots as a sportswear company, refocusing its attention on making clothes for athletes. This refocus comes at a critical time for the Baltimore-based company. Earlier this month it issued an underwhelming financial forecast at an investor day, while its culture has also been in the spotlight after a report that employees put strip club visits on expenses.
Under Armour, started in 1996, expanded aggressively and took on the likes of Nike and Adidas. But its shares have fallen by 68 per cent since 2015 while sales have flagged in North America. Under Armour seeks to capitalise on rising demand for athletic-themed clothing. The company’s ventures into sports-inspired fashion included a tie-up two years ago with designer Tim Coppens, known as Under Armour Sportswear. It has since been discontinued.
