Under Armour's Turnaround: Elevating the Brand and Reconnecting with Sports

Under Armour has struggled with a diluted brand and has lost market share to premium brands like On and Hoka. The company has been unfocused, with multiple CEOs in recent years and a lack of connection to sports. However, Under Armour has a strong balance sheet and a fair value estimate of $13.60. The goal is to elevate the brand and focus on premium products, but there is work to be done to regain lost ground.