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Can Under Armour Be 'Aspirational' Again?

Susquehanna analysts are unconvinced, opening a Tuesday note with just two words: “Sell UAA.” The company, they wrote, is suffering from a brand that “will continue to weaken before it is clear if it can be salvaged.” • To do so, they wrote, Under Armour needs to reclaim its place as an “aspirational” brand in part by pulling merchandise from retailers that don’t position it that way. “Those better retailers planned the Under Armour business down double-digits in 2017 and will continue to do so in 2018,” according to Susquehanna. • In October, CEO Kevin Plank said on a conference call that the company faces two main issues: A fast-changing U.S. market for sporting goods retailers and issues related to its growth since it went public in 2005.