Under Armour Restructuring: Under U-Armor for a Slimmer, Sleeker Future

Underperforming Under Armour

Oh dear it seems Under Armour has hit a snag in its race to the top. Sales in North America are dropping faster than a competitor trying to match my impressive wardrobe choices. Profits are having a meltdown worse than the time I tried to wear a suit made entirely out of spandex.

Plank's Plan of Attack

"We are seizing this critical moment to make proactive decisions to build a premium positioning for our brand," says Kevin Plank. Because you know nothing says premium like a sale rack full of discounted compression shorts.

Attacking the Athleisure Market

Plank is gearing up to refocus on men's apparel with a plan to reduce style counts by 25%. It seems he's ready to shed some excess weight unlike the rest of us after holiday feasting season. Good thing there are no 'cheat days' when it comes to business restructuring.

Streamlining for Success

Plank is on a quest to streamline operations and get products on shelves faster. Because as we all know in the world of athletic apparel if you snooze on your design you lose the race to the next fashionable trend.

Selling Shirts and Shoes Not Short

"Selling more shirts and shoes" is the primary goal now. It's a simple mantra really. An ethos that says "When in doubt just wear it out." Or "When in doubt just sell it out."