- Under Armours North America revenues increased for the first time in a year, showing signs that the companys efforts to turn around its business could be taking hold.
- But a pervasive identity crisis threatens to derail its nascent recovery, according to analysts.
- Shoppers are confused about what Under Armour stands for due to its lack of focus on any particular sport, and its decision to expand into discount stores like Kohls undermines the brands value proposition, according to Neil Saunders, the managing director of retail consulting firm GlobalData Retail.
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At the same time, Under Armour is facing increased competition in the United States from Nike,Adidas, and countless …
Read the full article at: http://uk.businessinsider.com/under-armour-is-facing-an-identity-crisis-2018-7
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