Brand PositioningThe Under Armour brand is slowly becoming better positioned in the marketplace, and the company's increasing focus on better and best product is beginning to show some success, albeit on a small scale.
Earnings PerformanceUnder Armour delivered a slight adjusted EBIT beat, showing some upside in gross margin and SG&A.
Management StrategyUnder Armour founder & CEO, Kevin Plank, has adjusted his focus from growth at almost any cost, to enhancing the equity of the Under Armour brand.