Under Armour had sought to capitalize on rising demand for athletic-themed clothinggetty images
Under Armour is "returning to its roots as a sportswear company, breaking from the 'athleisure' craze," according to Alistair Gray of the FINANCIAL TIMES. UA Founder, Chair & CEO Kevin Plank said that the company had "lost its 'focus' and pledged to train its attention on clothing for athletes." He said that UA would "remain committed to style," though he added that the brand was "more at home in the gym than on the catwalk." Plank: "We are a performance brand. That is what we're going to be and going to stand for, becoming the best in the world at that." Gray noted the "refocus on sport comes at a critical time" for the company that earlier this month "issued an underwhelming financial forecast at an investor day, while its culture has also been in the spotlight after a report that employees put strip club visits on expenses." Plank said, "We grew so quickly that we lost focus. We got wide." UA is one of "many companies that has sought to capitalise on rising demand for athletic-themed clothing." Workplaces have "become more casual and consumers want more comfortable alternatives to jeans and suits" (FT.com, 12/26).
