How Under Armour Bet Everything On The Wrong Customer

A year ago, Under Armour founder Kevin Plank was as blunt as he could be about the company’s strategy: “We’re going to double down on performance.” At its core, this is a strategy many companies embrace when times are tough: Let’s do even more of what we do best. But as Under Armour would learn, that’s not always the right move. Still, it was an understandable stance at the time. The “performance” corner of the athletic-wear market — meaning products made for actual sports use, not for sitting on the couch in front of the game — is where Under Armour made its name. Plank created the brand’s very first moisture-wicking garments as a direct result of his experience as a college football player and an understanding of what other athletes might want. Read more at Medium.