Retail
Good sports
It may be the world’s third-biggest sportswear brand but it has become a little sluggish of late – which is why Under Armour has just appointed a new president and COO in a bid to recapture momentum. The Baltimore-based label started out making American-football kits in the 1990s and has grown rapidly in the past decade. But this April it registered its first-ever quarterly loss of profits due to a downturn in US sales and increased competition from start-ups. It has tapped Patrik Frisk, formerly head of shoe brand Aldo, to steady the ship by homing in on footwear (which accounts for the majority of Nike’s and Adidas’s sales). A key goal, according to Mintel retail analyst Samantha Dover, should be to ramp up awareness of the brand outside the US via more bricks-and-mortar shops. “While Nike and Adidas benefit from exceptionally high brand awareness, Under Armour has struggled to gain the same momentum internationally,” she says.