UA
Under Armour, Inc. Class C Common Stock, $0.0003 1/3 par value
stock NYSE

You described their problem really well. We should also consider that Nike quality is so bad that most serious athletes are moving to other brands for their better quality. I don’t think Nike is as bad as UA I think they can’t really comeback if they focus on quality products again, it’s really that simple.
If they have great products athletes want to wear them again then the “cool” factor trickles down

Nike facing stiff competition from brands like ON, NB, UA etc and will have to do something radically different to come back into the competition.

Totally agree. These big brands got cocky and complacent thinking that they had brand loyalty.
I was in Dicks the other day, the prices of the Nike and UA clothes were offensive. Like bro…no one is paying $90 for a long sleeve shirt right now.

UA is doing the same thing rn. I don't see that working out; especially because all these big brand names don't actually make the products, they just sell the license. That's why the quality YOY is all over the place.
People are getting wise to the bullshit, but these big brands remain blind.

UA? They're cooked haha. Only like racist boomers rock with UA

It will.
Nike is too little too late. For years of infinite SKUs, sitting on their hands, rest on their laurels, but forgot their brand positioning, which in a nutshell really is one word, COOL.
You cannot be cool if you have seemingly unlimited releases of 'cool' shoes. You cannot be cool if you have 2 dozen athletes with signature shoes. You cannot be cool if your designs are all low tops with a giant swoosh (design got incredibly lazy).
The athlete drive sales model is breaking (or should I say broken), it's not really working anywhere in the sports apparel sector at the moment. Again, when every brand trying to make everyone cool, then no one is cool. Even the athletes themselves don't want to be associated with Nike anymore (e.g. Mbappe). Never thought I'll say this (Nike head through and through), but Nike is the new UA, let's hope it's not the new Kodak.
It's not really Elliott Hill's fault, it's just too big an elephant right now, the ONLY way to save it is burn and start again (almost).

Sounds more like Nike than UA tbh

UA and relevant? New balance, Asics, Hoka, and ON and Puma in running shoes, UA is a rare sight

I feel like I see lululemon more than UA these days, not that I advise.. you know what, y’all do whatever the fuck you want.
Big thing Nike messed up was not being an able to take advantage of their own resale markets, not that I have a good example they could’ve followed but they once were pretty good with innovation. And collabs dried up, it’s like they never spent the time and money on what could’ve pushed them through and now here we are.. well not me, I’m not touching the slow burning dumpster fire that is retail tickers.

UA is great quality and not mad expensive tbf

UA is still filling the niche that it was designed for, that being base layers. The brand doesn’t really have cultural appeal but I’d say any time I’m playing a sport I’ll see just as much UA as Adidas

UA? Seen their stock lately? They were the first to get hammered.

Is UA still relevant? Seems it declined years ahead of Nike and haven’t seen it come back at all. Adidas is killing it though

Its going to take something significant to turn them around. Nike is dying. Which is a crazy thing I never thought id say, but clothing lives and dies by trends. And nothing of Nike has been trendy in many years. The market got a lot more competitive and companies like UA and Adidas have managed to at least stay somewhat relevant, while Nike has failed to respond any any meaningful way.

Maybe they should merge with UA and PTON really get a good dumpster fire going...

ON will face the same downfall as LULU and UA, It has zero stickyness. Gen Z and A already moved on - no pun intended.

First time in last 20 years I am buying non-Nike running shoes. Hate to say but UA ones are the best ones Ive had for years.

I found a brand new Nike snowboarding sweatshirt while thrifting last week. Hands down the most well made clothing I’ve ever used. It might legitimately stop a .22.
The specialty Nike stuff is still solid but you pay for it to the point it’s no longer worth it.
UA is absolutely eating their lunch rn. Half the dudes in my office are wearing UA at any given time, I’m sure it’s the same across the country

Hahaha me too, UA was my biggest historical loss and I was in the industry!

I’ve learnt this lesson a few times. Esp UA. Also FLIP (anybody even remember this?)