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Under Armor was once seen as a serious competitor to Nike. However, the company, founded by a 23-year-old former athlete, is now facing serious challenges and is striving to remain relevant in the sportswear market for ordinary people.
The brand’s past success, which supported sports stars such as Stephen Curry and Jordan Spieth, has given way to recent financial difficulties. Annual sales are down, shares are down, and the company faces management problems, changes in leadership, and an inability to adapt to new market trends.
