With a fair value of $45, UA has a respectable market cap of $10 billion! Morningstar recommends buying in at $27. However, in my opinion, a decent profit can still be made with an entry at the $30–$35 level. Today's decline will facilitate that opportunity, and will doubtlessly be followed by a steeper drop following the release of the upcoming earning numbers. With some more fine products and a little harder work by management, I'm sure I'll be able to climb back into the $50s one day.