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://cdn.statcdn.com/Statistic/610000/613169-blank-754.png)
Size of the global activewear market 2028
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://www.mensjournal.com/.image/t_share/MTk2MTM2MjcwNTkyMzUzNDI1/mj-618_348_the-man-under-the-armor.jpg)
Kevin Plank, Under Armour's Founder - Interview and Profile - Men's Journal
Lululemon Treads Into Sneaker Space - WSJ
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://wwd.com/wp-content/uploads/2017/11/russia-activewear-1.jpg?w=1000&h=563&crop=1)
Women's Still in Focus During Under Armour Restructuring
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://wwd.com/wp-content/uploads/2022/10/gens_underarmour_view01_day.jpg?w=1000&h=563&crop=1)
Under Armour (UA) Continues to Struggle in North America
![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/in2FfGCOPK8o/v0/1200x800.jpg)
Under Armour's New CEO Vows to Turn Company Into 'Louder Brand' - Bloomberg
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](http://s3.amazonaws.com/cms.fundable.com/wp-content/uploads/2013/12/Under-Armour-Growth.jpg)
Under Armour Startup Story -How Founder Kevin Plank Built Under Armour
![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/under-armour-takes-the-gold-with-ua-flow-technology/_jcr_content/root/container/image.coreimg.jpg)
Under Armour Takes the Gold with UA Flow Technology
![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/2023/02/under-armour-disrupts-nyc-market-with-innovative-new-retail-expe/_jcr_content/root/container/image.coreimg.jpg)
Under Armour Disrupts NYC Market With Innovative New Retail Experience In The Heart of Manhattan
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://www.washingtonpost.com/wp-apps/imrs.php?src=http://www.washingtonpost.com/news/business/wp-content/uploads/sites/8/2017/01/302497380_1-5.jpg&w=1440)
Wall Street batters Under Armour for slower sales growth - The Washington Post
![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
Under Armour CEO: 'It's not about athleisure
![As Under Armour's growth slows, it's learning that sportswear is as much about fashion as performance](https://media.fashionnetwork.com/cdn-cgi/image/fit=cover,width=600,height=600/m/fd4b/e91a/86c1/5efd/be64/abe7/374a/dde8/f328/c539/c539.jpg)
Under Armour warns of slowing apparel sales growth
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://i0.wp.com/unitymarketingonline.com/wp-content/uploads/20220413_Greatness-Wins_Jeter_Portraits_Look-3_04431_A1_PR-1-scaled.jpg?fit=2560%2C1949&ssl=1)
UNTUCKit Founder Aims To Disrupt Another Category: Athletic Performance Wear - Unity Marketing
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