As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance
By A Mystery Man Writer
Description
The brand whose roots are in sweat-wicking shirts for jocks needs to attract a less sporty crowd.
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://vmsd.com/wp-content/uploads/2020/10/20200820_ua_retail_1330-1.jpg)
Under Armour Connects the Dots in 18-Month Process of Self-Examination – Visual Merchandising and Store Design
In the age of athleisure, Under Armour is doubling down on performance
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://fashionista.com/.image/ar_4:3%2Cc_fill%2Ccs_srgb%2Cfl_progressive%2Cq_auto:good%2Cw_1200/MTY3MjE3Nzc5ODQ4NTIxMzM3/hp-performance-fabrics-business-evolution-2.jpg)
The Business and Evolution Behind Your Favorite Performance Fabrics - Fashionista
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://about.underarmour.com/content/ua/about/en/stories/2020/10/a-store-for-all-athletes/_jcr_content/root/container/image.coreimg.jpg)
A STORE FOR ALL ATHLETES
In the age of athleisure, Under Armour is doubling down on performance
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://www.docsnocookie.school/image/oo/ooimages/blog_gallery/woman-glasses-with-under-armour-coat_c40b87c63f.jpg)
The American Group Under Armour - PESTEL Analysis - Sports
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://assets.bwbx.io/images/users/iqjWHBFdfxIU/i9zdG7XUrC3o/v0/-1x-1.jpg)
Under Armour Admits It's Still Not Cool Enough - Bloomberg
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://about.underarmour.com/content/ua/about/en/stories/2022/04/go-all-out-on-global-running-day-/_jcr_content/root/container/image.coreimg.jpg)
Go All Out on Global Running Day
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://g.foolcdn.com/image/?url=https%3A%2F%2Fg.foolcdn.com%2Feditorial%2Fimages%2F441515%2F160105_healthbox_heartrate1_dt.jpg&op=resize&w=700)
I Still Can't Believe Under Armour, Inc. Spent $710 Million on Connected Fitness
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://assets.bwbx.io/images/users/iqjWHBFdfxIU/icno2Ips3.HE/v236/620x-1.jpg)
Under Armour Loses Whatever Swagger It Had Left - Bloomberg
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://www.reuters.com/resizer/v2/https%3A%2F%2Fcloudfront-us-east-2.images.arcpublishing.com%2Freuters%2FYBSQIO5SYFOLZIPC5OEPGSG23Q.jpg?auth=4fda76c810ffc4ac08616b5e586460a87556fdbb2334d980c44b2b44377ad820)
Under Armour profit to take hit from higher costs, China curbs; shares tank
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