Under Armour - The Rise and Fall...And Rise Again
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- Опубликовано: 25 июл 2024
- Under Armour used to be one of America's biggest, fastest-growing athletic brands. However, they've been falling in popularity over the past few years. This video talks about how they grew so large, theorizes the reasons behind their recent struggles, and some strategies in place that seem to be helping them recover.
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Company Declines:
Kmart: • The Decline of Kmart.....
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RadioShack: • The Decline of RadioSh...
Solo Cups: • The Decline of Solo......
Toys "R" Us: • The Decline of Toys R ...
hhgregg: • The Decline of hhgregg...
Pan Am: • The Decline of Pan Am....
ESPN: • The Decline of ESPN......
Gibson: • The Decline of Gibson....
iHeartMedia: • The Decline of iHeartM...
Bon-Ton: • The Decline of Bon-Ton...
Kodak: • The Decline of Kodak.....
General Electric: • The Decline of General...
Woolworth: • The Decline of Woolwor...
Dell: • The Decline of Dell......
Sears: • The Decline of Sears.....
Payless: • The Decline of Payless...
Hostess: • The Decline of Hostess...
Redbox: • The Decline of Redbox....
Nokia: • The Decline of Nokia.....
JCPenney: • The Decline of JCPenne...
Quiznos: • The Decline of Quiznos...
GameStop: • The Decline of GameSto...
NASCAR: • The Decline of NASCAR....
Shopko: • The Decline of Shopko....
MoviePass: • The Decline of MoviePa...
Reebok: • The Decline of Reebok....
The Gap: • The Decline of The Gap...
Pier 1 Imports: • The Decline of Pier 1 ...
Sbarro: • The Decline of Sbarro....
AOL: • The Decline of AOL...W...
Long John Silver's: • The Decline of Long Jo...
Chuck E. Cheese's: • The Decline of Chuck E...
GNC: • The Decline of GNC...W...
Hertz: • The Decline of Hertz.....
Steak 'n Shake: • The Decline of Steak '...
CiCi's Pizza: • The Decline of CiCi's ...
Boston Market: • The Decline of Boston ...
Yahoo: • The Decline of Yahoo!....
Montgomery Ward: • The Decline of Montgom...
Fry's Electronics: • The Decline of Fry's E...
Souplantation: • The Decline of Souplan...
Gateway: • The Decline of Gateway...
BlackBerry: • The Decline of BlackBe...
Sports Authority: • The Decline of Sports ...
Atari: • The Decline of Atari.....
KB Toys: • The Decline of KB Toys...
Pizza Hut: • The Decline of Pizza H...
MGM: • The Decline of MGM...W...
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HP: • The Decline of HP...Wh...
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I actually got a bunch of under armour clothing from sports authority closing. As mentioned in a few comments form what I’ve seen, after a few washes Nike and adidas clothes don’t ever hold up, but I’ve had these under armour products for at least 5 years and they still look like they did when I first got them. Wonderful quality, would recommend to everyone and anyone
I love their shoes to ......
In my experience Adidas items have lasted me waaaay longer and better than Under Armour and Nike.
I've never had any issues with Addidas.
@@JorgeGarcia-gm6hh not true according my experience. Adidas track pants became useless after first washing - and believe me - i know what temperature and program to use for washing.
Under Armour on the other hand have really good quality. I speak about trainers, t-shirts, pants, tank tops etc. I've got all type of clothing.
Agreed. I have a half dozen UA golf shirts that I've worn for about 3 years on rotation for work. Still holding up.
Getting Steph Curry and The Rock to be on Under Armour was great for sporting gear in general. It’s nice to see people actually rocking their gear
@@xavdidit thanks. I was hoping someone would notice 😉
I was wondering why no one mentioned The Rock. I know people that specifically went out to buy UA gear because of his line.
@@littleweenr I think The Rock has been a massive part of the current success. I had never even heard of Under Armour until he started promoting it
I thought Steph Curry turned the company around.
I see what you did there
I remember 2-3 years ago, when you say that their sales were suffering, I would walk into any consignment store (TJ Maxx, etc.) and find so many Under Armour t-shirts. I used to stock up on my workout clothes there and still wear many of them, but never paid full price.
Absolutely love UA! Their stuff is really high quality and always have sales
facts
One of my final projects in school was to analyze why Under Armour fell behind competitors. If I remember correctly, they had a small international reach compared to Adidas and Nike. Although UA might have been big in North America, it did not have a big presence in other sports communities in Europe or Asia. Adidas had the biggest market share in Europe and was making most of their money through them.
thats true.also piracy is rampant
True, basicly everybody who is not big into sports doesn't know about Under Armour in Europe
True in Europe adidas and nike is same even adidas more popular in some countries
That's very true. Under Armour does sell mostly in America. And a big part of that is because they aren't big in popular international sports like football ⚽, Cricket 🏏, Volleyball 🏐, rugby 🏉, field 🏑 hockey etc.....Their presence seems to be predominantly in American sports.
because it started as tight football t shirts. Who gives a shit about football besides America? There you go.
I think you missed a key category in the “success” category. As a varsity football and basketball coach in Texas, I promise you that high school sports agreements are huge. Example, for the first for years in my school district, we were an “Under Armour” school. Students uniforms (jerseys, pants, shoes, socks, etc. ) And even the coach’s gear. There are 1,400+ varsity programs just in Texas. When schools make these deals to get a small discount or kick back, all of those athletic programs in all those schools add up to be a ton of money. Under Armour has always been one of the biggest players in this industry since it first gained popularity.
A year late but totally agree. I knew about UA when I was in football and track in high school in the early 2000’s as it was huge in sports
How does this type of contract work? Thats really interesting!
Don't forget their flagship golfer Jordan Spieth won the Masters & US Open in 2015 too, along with Cam Newton winning NFL MVP. 2015 was a really great time for their athletes
Yeah just ignore curry and his what? 5 final appearances?
Gsp, canelo
The Project Rock line has really helped Under Armour come back up.
I first heard of Under Armour in the military sometime around 2010. We had there shirts under our body armor. It was colored to match our gear.
their*
Yeesh
Didn"t the Arny at least give orders not to wear it for it melting if troopes were exposed to flames and it would melt on the skin and into wounds?
One thing Kevin Planck said when I heard him talk yesterday, from playing football in highschool, a prep school, and college, he had grown a large network of 60+ D1 athletes and 20+ NFL draftees. He sent all of his network three T-shirt’s for free and told them to wear one, and give them to the people next to them in their locker room
I love Under Armour. Their apparel, shoes. UNDER ARMOUR EVERYTHING!
I actually did not know this company was struggling.
Same! But I'm from Baltimore so..
Didn’t know it either??
It’s not listen to it’s last two conference call
This is one of my favorite channels on RUclips. You do an awesome job at explaining the history of companies and it's cool to hear their stories.
Michael speaks the truth.
no matter what the company does, company man is able to make their story interesting :)
Micheal T don't kiss his "Butt" his ego will grow....lol
Especially if you're a fan of the company.
I got a bunch of under armour gear when they sponsored our sports teams back in 2014, so I got a couple years worth of sports gear that I still use today. I like them especially since I got them for free.
I remember Any Given Sunday and The Replacements. I honestly thought that Under Armour had been not just around but popular long before then. It was interesting to see the timeline.
Any Given Sunday used the UA logo. For some reason on the Replacements you don't see the jersey company's logo.
I used their products all the time in high school when I was playing sports, but since graduating and being less of an athlete I stopped having a need for their clothing
Since I’m a football official in Texas, we mostly use Under Armour for all of our wears. Shoes, socks, compressions shirt and shorts, wristbands and even hats.
They really are heavily towards the hardcore sportswear user and they really go in all the way from players and coaches to even officials.
They even had uniforms that college officials used to wear in 2018 I believe.
I honestly love their products especially in the gym. I remember I would always buy Nike and after one or two washes their shirts would not hold up. I tried UA for the gym and its been great ever since. There has been a few flaws from their website though. I lost my order twice and they resend everything but shipping takes longer than usual compared to Nike or Adidas. They also offer great military discounts for vets too.
Nike always falls apart on me too. I dont see why anyone buys it
I prefer Nike and Jordan’s.
@IDK17 still better than regular clothes and you can wear them anywhere and they look good and they last and you can find deals.
@@pintaco4299 too woke for me
I have been using UA since at least 2003.
The made great tan shirts, boots, socks that I used with my Air Force uniform.
The underwear was also very good.
As a school bus driver, for quite a while I wondered what the strange "H" stood for that kids had on their shirts and such. 🤔😊
I remember a time right around 2016 when there were many boys at my son’s school ( my son included) that you would see dressed head to toe in nothing but UA gear. I’m talking hat, shirt, pants, jacket, hoodie, backpack, socks and shoes. It was crazy that year or two with the UA , and now seeing the timeline, it makes more sense.
I retired as an athlete at the height of underarmour so I don't know about these last few years, but when I was an athlete (dancer*) The professional focus and lack of athlesiure was part of the draw, there's always a concern when buying Nike or Adidas that you buy something and try to use it in a high impact context and it doesn't hold up, and then you find out that it was never intended to handle 8 hours of conditioning. When brands are not sure if they're fashion or athletic wear you end up with things that don't work as well. And maybe it's easier for people who look like stereotypical sports people, but when I went in especially to places like sport chek or Lulu lemon it was always assumed I was there for fashion, but I could walk into an under armour store and I was always immediately given all the performance context.
*I did Irish dancing, which for practice usually you wear a t-shirt and shorts, and for competitions you wear a big heavy dress that covers your collar bones to wrists, so most girls wore a shirt under the dress partly to catch sweat since the dresses are awful to clean, and partly to make it able to take the dress off between rounds, since you can't really sit in them. Honestly seeing that they were made for under football uniforms make so much sense because they really had the perfect shirts for under the dresses.
This has me thinking about the rise and fall of And 1. It was the ish in the early 2000s with the street ball craze.
I used to play Basketball a lot and wearing Under Armor was a big help in my performance.
I used to be a high school athlete and I’m also a huge superhero fan so their Alter Ego line was everything to me. I miss it so much
as a baltimorean, ua has always been extremely popular in the city, ua sponsors alottt of companies here & i def find myself most comfortable in UA clothes, they hold up so well
we made it street wear
Yay! I know it's hump day when I see Company Man's alert pop up in my feed.
Was expecting this one....finally...keep up the great work Mr company man
Thanks for the very comprehensive analysis of Under Amour. Your videos are always an inspiration for us!
Really enjoy his videos. Somewhat like the videos you make
I grew wary of their strategy when they shifted from a few simple well-made product to a fashion brand. Yes they've always had strong branding, but their core competency is athletic undergarments. It makes sense that they'd expand to things like shorts, t-shirts, gloves, and outerwear, because they're still technical athletic apparel. However, shoes, backpacks, sunglasses, water bottles, and headphones (really!?!) are just milking the brand, which inflates prices too. Even ignoring that, they have so many SKU's that it can be really difficult to find stuff in stock, and they've downplayed their core Heat Gear and Cold Gear compression garments to such a degree that some stores don't even carry them. They're trying too hard to be Adidas or Nike or Reebok because "they sell product-x so why don't we?" The problem is it makes them more generic and they lose focus on their core strengths. If it's all about the brand, and the brand falters, then the products may not be able save them.
I'm very surprised the phrase "dad clothes" has eluded this video and the comment section.
It was my understanding that middle aged men made it their uniform, and knocked so many cool points off the brand that people where too embarrassed to wear it.
Good video as usual but the one I’m excited for is the university video which is not far away and see what you pre-recorded and then released I’m excited for that one here’s to first five years on RUclips and counting!!!!
Favorite day of the week when Company Man posts ! I hope this channel’s quality never becomes compromised
Your videos are excellent! Wish you continued growth and success...
I love it, and it's mainly what I wear. If you have an athletic, muscular body, their clothes fit perfectly, and help keep you cool. Having a lot of muscle mass means you're hot, ALL THE TIME. Also, they have a life time warranty on their gear, so if anything fails on you, send it in, get something new for like 5 bucks.
100% and the milfs LOVE it.
This is the 1st time hearing about this brand- or company. Just great to hear another comeback story.
I've always loved these Rise and Fall ...and Rise again videos
I think they had a real cash-cow selling $80 hoodies to half the teens in America. Fashion changed and those hoodies and other clothes the teens used to buy piled up, got discounted, and then bought by uncool parents like me. I'm glad they righted the ship because UA does make some quality products.
Hoodies? Man we were buying those skin tight undershirts lol
Good lord I remember being in middle school around 2015 and those hoodies were everything back then
Bought by uncool parents 😂✋
Same lol.
@@alexcoreybeats7858 that wasn't a long time ago 😂😂
I like cheap uncool UA hoodies. lol I'm not a dad yet. lol
Under Armour, gained its momentum in India since the past few years, it is considered as a higher premium luxury brand due to their pricing and quality. All the teenagers who’re in college and all the working class people prefer this brand due to a few reasons which are the quality standards with UA products which are top-notch, it gives a higher status symbol and it makes you look premium and comfortable when worn. And their shoes are the best for casual and athlete wear, I’m saying this out of experience.
Appreciate this video!
I used to wear nike a lot for my gym gear but then woke up to Under Armour. Their shoes were extremely comfortable. I really like what they did with their mapmyfitness line of apps and how they integrated well with the shoes especially for running. I remember having the nike wristband as well as the physical pods you had to put in the shoes which you never really knew if they were on or not. I have to think that Under Armour's running line is what killed that Nike in shoe pod. I remember 2018-2019 time period when they ended up with a buttload of excess inventory about 100mm or so. It seems they've fixed their problem since then. Patrik Frisk has done an incredible job turning the company around.
Just came across your channel and your content is very interesting.
You made some great observations. It also shows why getting too focused on stock value, instead of running the business as a business, is never a good long term strategy. If they keep focusing on their core business they'll be fine, if they try and become NIKE I think they're going to have some rough years ahead.
I had a research paper in marketing and operations management class for this, Im glad to hear your thoughts about UA
All I can say about under armour is that I have a hoodie that's over 10 years old and frequently worn, but isn't even close to worn out. I hope they continue to succeed and bounce back
Love UnderArmour despite its problems as a company. I do agree with them really dropping the ball on Athleisure clothing - I personally have bought a lot of athleisure clothing since the start of the pandemic and wish UA would have launched a secondary brand to buy from (oh well). Although they are shying away from big box retailers I do like finding UA shoe deals and feel like their cheaper gym shoes tend to perform way better than any $100 Nike shoes (especially running shoes).
I think you are right by UA missing out on athleisure - who knew dressing up like a Japanese teenager from the '90's would become so popular
They did have a secondary brand called UAS but didn't last long
Wouldent UnderArmours american patriotic themed line be considered athliesure?
I never knew Under Armour didn't "rise" until 2015, they were already everywhere by then, I also never knew they declined or that MyFitnessPal was their app.
Great video !
I don't have that many UA stuff in my home, but the ones I do have never disappointed me and has held up really well
Good research!
Any day a new video by Company Man is released is always a good day
As im watching this a under armour commercial came on. Love your channel. 👍
This is all news to me! I have always and still do pay a fortune for all of my UA gear and that's pretty much all I wear these days! I have never heard of them ever being on a decline.
I've spent about $5k on all my gear in the span of a decade. Love it.
Take a look at store discount coupons. They're usually always listed as one of the "Doesn't include the following brands." For a lot of us these exemptions are make-or-break when buying their products.
Love this brand. Makes me mentally want to train harder and separate myself from the pack. Gear is comfortable and I use it all from sneakers, compression wear, sweats, hats, socks to boxers. Online sales make it easy to pick right size in all gear and free returns if you're not satisfied. How can you not like this company who stands behind their product.
"Made in Taiwan"
I used to use their cold gear for track and heat gear during football. Stuff was incredible imo back then. Even though my sports days are over I tend to buy Under Armour stuff because of me past experiences with it. Cool video as always :D
Love your videos! I'd love to see one on Barnes and Noble!
I’ll always remember when I was in 7th grade, I saw a TV news report about UA being “Recession Proof”, and that while other athletic companies were struggling, the much newer UA was not
Nostalgia when I watch videos again. Reminds me of the good times
Absolutely love Under Armour shirts, they are really breathable.
Just keep going Kevin Plank and Under Armour- you have more fans and supporters than you can imagine. The rest is just noise. Rock on! - Love, all the way from India 🇮🇳 🥂💪🤟
They also were the gear manufacturers for the fictional teams in my Favourite TV Show of all Time Friday Night Lights.
Also, they were the gear manufacturers for the Welsh National Rugby Union Team, and they decided during that period to officially part ways with the team, which devastated sales for Under Armour in the UK and Western Europe.
Whereas Macron (French Brand) took off by filling in the hole left by Under Armour, so while they're certainly making a comeback, who knows what will happen in the years to come.
I wore their stuff in High school around 2013 to okay football . It’s honestly amazing performance clothing. This video made me remember that and I’m totally thinking about trying to buy a few shirts now
I love his videos on athletic brands
I loved Under Armor back during high school football. It was indeed a lot better than wearing a longsleeve cotton shirt, nice and sleek and yet kept me warm during cold-weather games toward the end of the season.
It used to be that UA was not marked down at any level with discounts or sales. I didn't support them at that point. With the opening of the Outlet stores, that has changed. My favorite store is the Tulalip Store. Great selection and great upbeat personnel there, make the trip worth it.
Of the big 3 sports brands UA's have always been the highest quality and for me most comfortable. I have one cold gear shirt I got in 2010 that I wore religiously at my Kmart job for four years and TO THIS DAY it still holds up. I do prefer Puma shoes but whenever I get sports jerseys I always sigh because Nike's build quality is straight goo-bage
Under armor is my favorite athletic brand. As a Baltimore resident I’m happy to support a local business. The Curtis Bay factory outlet always has nice stuff on sale.
Thanks for the upload 👍 !! XD
Very interesting!
UA will always be known for football, anybody who grew up watching and playing football in the 2000s remembers the "We Must Protect This House!" commercials with "Fake Ray Lewis" and people also still call compression shirts "under armours" even if they're actually Nike or Adidas branded.
Being from Baltimore, Under Armour was always very popular in my city. They sponsored a lot of local sports teams before they got big. I’m a big fan of their T shirts and workout gear, but not their shoes. Their shoes have always fit very awkwardly and the styles aren’t too great IMO.
Ayyy I'm from Baltimore too
@@Regular_1k ayyyye my woe 🤘🏽🤘🏽
Hah wassup hun I used to live in fed hill
I love their shoes!!!! I
Agreed, their shoes weren’t that great when I had them. (Actually prolly the most uncomfortable shoe I’ve ever worn but this was in 2015, maybe it’s different now) but their other apparel for lifting or playing sports are great products.
I bought their Coldgear full sleeve compression shirt in 2005. Still wear it today. Works great.
good work shoes. been using it as may everyday duty shoes for 2 years now. 4 shifts a week, 12 hours per shift!
Rather interesting vid!
Their shoes always fell apart very quickly when I was a kid, so I haven’t worn them since. I like their apparel though
One thing id love from this channel is maybe a monthly or bimonthly deep dive video on some topics he's discussed in the past. You hear so many times him say how he essentially glosses over alot of details of whatever the topic may be. Idk. I'd love to hear a 30 40 minute video on some of those things. I get it's alot of work however.
I was a string bean growing up, hated football because I was so small but when my mom got me an under armor shirt to wear under my pads, I felt invincible 😄
You were, bro 😭
Company man is probably the best RUclipsr in my opinion the Nintendo video yeah keep up the work
The last time I bought an under armour product was like 5 years ago, it was a training shirt. It started to feel on the same level as aeropostal
I have bought a lot of those polyester shirts from Adidas and Reebok for half of the price on their eBay stores (around $10). They always have discounts and you have to be patient to find them.
I bought some tennis apparel from them some 11 years ago when I started really getting into tennis and they where great shirts, and it was the first one I saw with specific treatment to reduce UV exposure, an important aspect considering I played in the desert. Life happened but the shirts are still good, after all these years now that I'm getting back to playing tennis.
I'd still consider buying apparel from them, though to be honest, again as a tennis nerd and fan of Federer, I'd probably go for one of the newer brands for shoes like on running, though since I'm outside the US nike makes it really easy and convenient to buy stuff from them, even if the quality is sometimes not that great in some product lines.
As someone from the U. K I have (had) absolutely no idea who Under Armour was. Interesting video as always though! :P
I love under armor they have some of the most comfortable shoes I've ever worn, you forgot to mention one of the top five leading and entertainers is the face of the company at the moment.The Rock also I'm sure colvin had something to do with those sales dropping in 2019
I love their ads i feel pumped up
Their products are great , the shirts with the masks built in was a fantastic idea and I didn’t see it anywhere else
I started buying Under Armour stuff around 2019. Their running shoes are my daily drivers and are the best i've found of any brand.
I first encountered UA in the military in 2003. Brown UA shirts under the camo uniform top was a godsend.
My dad has jogged in UA shirts since I was a little kid. I had always had a pretty positive brand perception. But I did always wonder why they were always on sale in my local sports store bc they seemed good quality. It’s neat to know there’s a story behind that!
The beverage industry businesses that spun off from UA $ have been really successful. Sagamore Rye is pretty ubiquitous in the Maryland market and we’re already seeing Big Truck Farm Brewery making huge strides.
I started wearing them my 8th grade football season in 2003 and wear it still. I never did realize how new it was then.
Not only do I love their clothes and also their sales and quality. I never would have thought they were struggling at one point. And also makes me feel their clothes can be worn for gym and just be going out 💪🏼💪🏼🔥🔥
Under Armour is definitely my favorite workout clothes brand. I’ve had shorts from them last me well over 7 years. I hope they make a great comeback
I usually buy Adidas sneakers, but went with UA on my last pair because the Adidas selection was rather skint. I'm pretty happy with them.
I've been wearing UA gear for less then a year, so far I love all of it. I work in retail and I mostly run freight and I need clothes that breathe and keep me cool, their polo's the ISO chill variety do just that and I love this clothing.
I am retired. Started hiking a lot. I mean for me, it was a lot. Just staying local I hike maybe 90 miles a month. A lot for a 73 year old. For 2 years I only wore UA stuff. Pants, shirts, shoes. All the time. Then prices went up at the UA outlet store near me. Used to be deals where if you purchased one pair of trail runners, the next pair was 50% off. No more.
While the clothes and shoes still function well, I have switched to buying Columbia stuff. Pants, shirts, shoes.
Just saying. Voting with my feet.
Fun tidbit. It was really popular with military folk in the early 2000's. A lot of commands had to ban them as out of uniform. The big reason for that though was because medics in the war were reporting the synthetics were making burns far worse which greatly reduced chances of survival.
Yeah. An issue of using a product not designed for combat wear. I remember when that was occurring.
I also remember the US DoD saying if anyone was killed using Dragon Skin body armor their next of kin could lose benefits as some members were buying it to wear versus the Pinnacle body armour that was issued.
Great company! It’s all I wear!!
I bought so many of those under armor hoodies and especially when Gander Mountain closed they sold so many discounted. But I love their t shirts and wounded warrior work. I wear a lot of their gym stuff too. I remember when I was 8 I begged my mom to buy me one of those compression shirts with that logo on it and feeling so cool wearing it when she got me one
As a runner, I really enjoy their running clothing. Their shorts and shirts are some of my favorites. That being said, their running shoes are awful, with the exception to the Flow Velocity Wind. Every other shoe is clunky and dead feeling. For an athletic brand, there are only a handful of sports that really get your name out there. Arguably, basketball, soccer, and running and the biggest globally. Puma made a huge impact in the running shoe world in 2021 by coming out with the Nitro lineup of shoes. Before that, Puma was really only a track shoe company, and really didn’t have anything for the every day runner. Under Armour really doesn’t have a good pair of shoes for ANY runner. Watch the Boston Marathon. Nike Vaporfly and Alphafly, Adidas Adizero Adios Pro 2, Brooks Hyperion Elite 3, Saucony Endorphin Pro 3, New Balance RC Elite 2, Puma Deviate Nitro Elite and Fast-R… where’s Under Armour? A solid running shoe for the average runner makes a statement. Asics Gel-Nimbus. The Nike Pegasus has been around for now 39 iterations. 39! The Asics Nimbus is at 24. Basketball shoes do sell the brand, and that’s nothing against guys like Steph Curry, but running shoes make the brand more attainable to any athlete, and Under Armour has not come through… once again, their running clothes are awesome.
I remember when Brady and Curry were driving UA… thought they’d be right there with Nike