Is Under Armour’s expensive comeback plan a doomed path?

At one point, Under Armour was considered the athletics apparel brand of champions and sportswear enthusiasts, being second only to sportswear giant Nike. The US-based brand launched in 1996 and its stock price peaked at $52.05 in 2015, when revenue hit $3.9 billion, marking a 28 per cent increase over the year prior. This year, however, as of September 11, shares of Under Armour have fallen 23 per cent over the past year and are down 87 per cent from their high in 2015, erasing $18 billion of t

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