Under Armour's Turnaround: Elevating the Brand and Reconnecting with Sports
ByAinvest
Friday, Feb 6, 2026 3:25 pm ET1min read
UAA--
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.
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