How Under Armour Fell Flat During The Athleisure Boom 

No sarcasm, the comments sections for these always have better and more succinct analysis then the video itself 😂

Not embracing athleisure was a big mistake, plus UA need to shrink their logo on their products. Consumers don't want to be a walking billboard

What they left out is UA fell out of favor with that core teen/young adults demo. They consider UA a dad brand. There’s no cool factor in UA.

They forgot not everyone is The Rock

CEO/Chairman is delusional and will run the company into the ground. The analyst said it perfectly, UA wants to focus on the 50,000 runners vs the 5 million spectators 🤷🏽‍♂️

They have cheap looking products at premium prices. Take the approach that adidas took and ramp up quality and style, consumers will follow.

I love under armour products. They last for years! But I would never pay full price. Just go to ross and it’s like 75% off!

how the mighty have fallen. when i was in school not long ago, we were doing case studies on how well under armour runs the business. now it's on the verge of bankruptcy

Their designs are very generic. The CEO should have given control of the company to someone else years ago.

UA needs to stop charging Nike level prices. They aren’t at that level to charge the same kinda prices

Overpriced nylon.

I rarely buy stuff like that. I feel like I’m paying to advertise some company’s branding with the huge logos on their imported t-shirts.

I have no idea what they're talking about with being purely performance oriented. My Nike sneakers and workout clothes function AND look better than my UA gear. Management is delusional.

UA doesn’t have the premium appeal. It screams outlet products.

Society changed. They didn’t. It’s the same problem with every has-been company that went bankrupt or is about to.

Of anybody thinks this isn't about Curry and the warriors in 2015 and his shoe doesent know anything. The dude was the biggest player next to lebron in 2015-2016 his shoes just got worse looking since.

The quality has gone down significantly too. My cold new cold gear didn’t last anywhere near the ones I bought in 2004 that are still going strong. I’m also aware that by making a product that lasts doesn’t make them money, but I do expect to get more than 6mos use of it.

Of course if your story is about the fall of the company, the company won't respond for interview 😅

I dont like how they plaster their brand logo on everything in a obnoxious way.

It’s too expensive and the market is saturated ~ gymshark is an example of new emerging competitive companies

They lost their way after their earlier success. Over hyped over priced. Failed to respond to changes in market.

Under Armour was cool 10-15 years ago but their designs never got better and I never wore them off the football field

I just buy my under armor clothes in Tjmaxx

Under armour is nice gear but expensive if you ask me. I only buy it in thrift stores. LoL

So people in the comments are talking about the huge logos. But doesn't nike and Adidas have specific big logos too

I started using UA early on. And then when they started making military clothing , it was a must have for us in the military.

Under Armour is the brand mom’s buy their 28 year old sons from Kohl’s

Adidas did a great job using soft colors with their clothes and doing great collabs with Pharrell.

Went to an UA outlet once went back a year later and they had the exact same overpriced shoes still for sale

UA totally wasted Brady as an endorser. Imagine if Brady was a Nike athlete.

Here in Asia, Under Armour is a "costume" for an American, buffed, middle-aged man, strolling inside a chain hotel in a resort area when they're checking the pool or going down for breakfast.

Following in Reebok's and LA gear's footsteps.

Lets be real, no one has brand loyalty like Nike in this space. Nike has covered all demographics from young, middle aged, old and they’re practically in every sport with contracts with the biggest athletes (Cristiano, Lebron, Kobe, Mbappe)

Lmao they mentioned “in a post covid world we will see people wearing their athleisure EVERYWHERE” As if people don’t already wear yoga pants and tracksuits to every single thing they can😂😂😂

People buy other brands that are just as good, and like half the price. I will never spend $70 for a shirt or a pair of sweatpants.

Funny because I went away from Nike to UA for joggers to wear around the house during lockdown. I passed on Lulu even with 25% off. Grabbed a pair of UA water repellent joggers for those rainy walks too and love them both. So it really comes down to what everyone is looking for and they had the best offering for me.

I feel like athleisure was almost on the way out of fashion but then corona happened and we all wanted to be comfortable at home

I used to think Under Amour was for wearing underneath your outer clothing like long-johns.

I beg to differ. The biggest issue is they focus on men in the beginning and only recently focused on women. I recently bought two pieces from their new women’s product line, base layer and a running sweater that were on the premium end. I say I got it for the look and colour/design at first and when I use it for function, the fit and comfort was off. The shoulder doesn’t fit well on the base layer like it’s made for a wider frame and the sweater was a bit scratchy and doesn’t keep warmth. The problem is they haven’t nailed women’s athletic wear. People don’t mind paying more for better quality and style is important given the piece more versatility. I’m definitely a Lululemon fan and it also consistently looks better and is much more comfortable to wear than UA stuff I have. Don’t get me started on the shoes, the reason I got their cleates for softball isn’t because they are great because they are so marked down for $30 and much cheaper than other alternatives. I didn’t necessarily needed new cleates but when they are so cheap why not. All women at least majority, athlete or not would rather look cute in their workout gear than not if it functions the same. I don’t know why the CEO doesn’t want m edge to their competition. But in any case the new UA stuff does look better but after trying and not satisfied with the function I’m not buying again unless really marked down.

Under Armour had always felt more purpose driven than Nike to me. Not premium, but practical.

Under Armour rocks . What I feel is solid quality and built-to-last workout wear . I love to chill in my UA gear 🔥

I'm in love with UA's Rush gear and they gave us healthcare workers a deep discount. They have a customer in me for life.

What is weird is they sponsored big tennis players Ike Andy Murray, and made them tennis shoes, but they never made tennis shoes for sale.

Baltimore. Not DC.

I’m very brand loyal and used to be one of the persons in my German city to wear UA. I’m muscular so it looked good on me. But lately UA doesn’t look special anymore ND the price is too high

The Project Rock line is about all that is saving them right now. I also got away from MY Fitness Pal, since there is better ones out there.

Very tough shoes, I’m using the same shoes for basketball, training and long-running still good condition for almost 2 years now. Good quality UA brands.

They didn't even mention project rock , as if the rock is commoner or something 😂😂😂

Under Armor makes of the Best hoodies, I have the same ones for about 6-7 years still in excellent quality, I don't get all this hate.

We' re here for this. 3:54

"Get on board and adapt or remember the good times!" well said!

The UA Playoff 2.0 Polo Shirt is the best of its kind on the market. I own 8 of them, and wear them to work all summer long. If you join UA as a member they constantly send me emails with sale notifications and promo codes, which allows me to purchase at a discount, because UA is expensive otherwise. I also like that they're not fashion forward, and more uniform looking. A grown man should not be wearing neon green in public, like every Nike outfit I see.

Curry is the only think keeping this brand alive and his shoes ugly asf

I actually like Under Armour products. They are delivering quality products at comparable prices to Nike.

So that is how it's called! Athleisure! I as everybody else has been seeing it growing for years but didn't know what to call it. Reminds me of the early 2000 gymwear trends

Fitness enthusiast here i love UA on discounts. The fit is right for my body and i'm in asia, so no walmarts or generic brand sportswear. I dont like nike's fit.

7:44 synthetic fibres have very real downsides, like keeping smells and heat, cotton is much better at that and when it comes to the leisure side of athleisure people would rather not smell

Never thought they had any chance...lucky to have hung around this long

13:43 people walking backwards

the title had me thinking they revived the actually company Athleisure, a sports store that competed with Hermans Sporting Goods and Ski Shops. This was years before the big box sporting goods stores starting popping up. They had some higher end products for a mall store.

Just looked up Lululemon and the clothes are ugly. They’re selling $150 long sleeve shirt.

It’s ugly, that’s the reason and the logo stinks

I work for UA and I always complain about the designs because they should be more fashion forward but also still provide some athletic performance. The designs need to improve to attract more people. And nikes quality isn’t that great and I know because I used to work for them too.

I'm a simple man. I like Converse.

Unlike most of the comments here, I have always liked UA, even over Nike.

This is a free course of how to sabotage your own brand. Make cheap looking clothes, disregard market analysis, make bad contracts, get political, offend your biggest superstar.

i been underarmour fan since 2006 and their quality used to be great and reasonably priced but they got greedy and switch to lower quality materials. They still have few great products usually seen in their brand houses but prepare for a sticker shock. The “rock” lineup and couple of curry lineup with new technology are awesome. I will still buy underarmour shoes but selection for quality shoes are getting slim.

The background music to this video seems out of place... like main menu music for Packman

I love under armor is my favorite brand of clothing

For me Under Armour is great sports brand and they have great products, this is bad time for the global. Sometimes things happen unexpected hope they can come very strongly.

I can say as a previous employee, this video makes sense, business has visibly reduced

2:54 not only does it become heavy, but more importantly; as the fibers absorb the sweat, they swell and make it harder for the skin to breathe, and shed excess heat. Sweat vaporizes, sure, but it’s an excellent conductor, so as we run the breeze makes the sweat and hence us, cool. But covering the body with something in cotton, for example, makes that cooling effect harder to work effectively. As the fibers when wet almost have a wind proofing effect. Not so good when you’re already to hot. But with synthetic high grade fibers, you don’t see that as much, they instead allow a steady wind flow. With the added benefits of UV-protection and an alleviating effect as not as much sweat stays close to the body/in the garment, as it dries faster than cotton.

Nike knows how to keep their products fresh and stylish. Don’t like that? That’s fine, they also offer products that are not flashy for reasonable prices too. Under Armour deviated itself away from its base that made them popular. It’s no longer popular among people in my age demographic. It’s becoming a dad brand. People in their 20’s, in my opinion, gear more towards Nike and New Balance.

When I saw the MD using suits during WFH, I see the problem.

12:12 Ruthless cut right there😂

I don’t know how well the quality of their product benchmark against competitors. But here in downtown Chicsgo, good customer srvcs is consistently non-existing. Male Greeter had an attitude when I interrupted him from his ph. No one was on the Flr to service me. When I walked up to the counter, the two people behind the desk gave an appreciation they didn’t want to be bothered. When I walked away just yelling in the store if anyone could help me. They sent a young lady to me, that couldn’t answer any of my questions. And was content w/ that. After the 3rd IDK, I requested for her to find me someone that does. That person over knew. She gave me extraneous info that I didn’t event ask her. And I had to go back to my orig question that got lost. I walked out w/ $125 pair of shoes. That was my 1st & last purchase at this company.

If they can get their shoes right, they can turn it around. Being a Dad brand can be profitable, but not a growth engine.

Who the hell is where in Lululemon lmao 😂

16:57 ( _first in the row_ ) *That's new type of exercise* 😂😂😂

How do you do? Thank you very much.

Alot of Nike, Adidas, Lulu employees on this chat.

Under Armour makes ugly Athleisure apparel and shoes. Personal opinion.

There are too many smaller brands out there that focus on performance but each brand specifically focuses on a niche aspect of performance for consumers (eg. Hokka, Altra, Brooks, etc.) . Whereas UnderArmor focuses on performance for their sport athletes, but not for the performance of their average consumer.

If Under Armor wants to try and reach the younger demographic then what would be best is if they continued to reach out to other fashion brands for collabs such as Palm Angels (which they already did a collab with) to help reach another audience. Replicate the pieces from said collab but make it cheaper and easier to get. As for their shoes, their Forge 96 (a lifestyle shoe) sold out in every color way. It played off the whole chunky dad shoe trend, but what was great about the shoe was the minimal logo branding on it making it more versatile to wear. Under Armor already has had some success in reaching that younger crowd but they just need to pick up where they left off.

I didn’t know Jimmy Kimmel was involved with under armor 😂

Prices are too high and don’t look or function as well as Nike or Adidas

I don't know about all under armour products, but I do know good socks when I wear them. I bought 20 pairs of these socks because they're the best socks I've ever warn and I'm not disappointed. I wear them for physical work, running and generally working out and they're durable, comfortable, and they also aren't insanely expensive. Regarding the shoes and shirts, I have no idea if they're good. I think I have an under armour shirt or two and they're interchangeable for the cheap compression moisture wicking shirts and so are the Nike ones. I've had expensive Nike shoes that were far less durable by much cheaper new balance shoes too. In my experience, you pay for the brand name, not the quality.

That looks like the under armour I always went to in Livermore, CA.

The UA logo is ugly has hell. That why I won’t wear it lol. The Nike swoosh so much better looking

if anything i got more under armour during this times cuz its confi and looks good, i would buy more dressy things but nothing opean to go out

13:41 why is the footage playing in reverse?

They do make the best cold gear underlayer.

Under Armour’s problem is it’s logo. It looks bad on shoes and on casual clothes, except maybe golf shirts guys over 55 would wear. Hard problem to solve.

I buy all my running shoes from them and occasionally apparel. Their shoes have lasted a long ass time.

Personally I love under armour 😂. The thermal running shirt and leggings have been FANTASTIC when I run in the winter. Their summer workout gear is also great. I have abused these clothes when working out and will sometimes wash them three times a week. Yet they hold up after each wash! I have tried Nike gear but I have had such a hard time finding work out gear that holds up.

Consumers are not a walking ad, yet it is always the personal work that makes the products fit for every client, snug fit for some, easy going on the other, it is always consumer protection that customers value, the way companies provides the services expected to every product, it is beyond sales, relationships of a lifetime, as sellers and buyers to one another, every year to welcome each with many employed or being employed, to employ the principles not just the brand, but also the statement of history of brands.

They stopped doing the alter ego line with Marvel and DC. Most of my Under Armour is from that line. My leisure clothes are Adidas. Under Armour is built like you got to work out.

I feel like Nike is the giant purely because of the Jordan brand, an ADIDAS has big ties to soccer. Under Armour tries, but they're just lost behind. With that said, I love Under Armour

I needed this video to be 10 minutes!

for some reason, i have always thought that under armour started as a boxing gear brand