The rise and fall of Under Armour: How a $20B brand lost its cool
About
No channel description available.
Latest Posts
Video Description
Under Armour was once the hottest name in sportswear—bigger than Adidas in the U.S. and growing faster than Nike. But today? It’s barely an afterthought. 👇 SUBSCRIBE for more business breakdowns https://www.youtube.com/@Michael-Girdley?sub_confirmation=1 Get my free guide → Why Great Businesses Fail: 10 Multi-Million Dollar Mistakes To Avoid. https://links.girdley.com/10fails-yt ------------------------------------------------------------------ ► For sponsorships or inquiries please reach out to: [email protected] ► Get my weekly letter to business owners: essential insights to run, grow, and stay ahead in your business → https://links.girdley.com/newsletter-yt ► Deep dives on businesses for sale: https://www.youtube.com/@AcquisitionsAnonymousPodcast ► Follow me on Twitter/X: https://x.com/girdley ------------------------------------------------------------------ In this video, we dive deep into the rise and fall of Under Armour, how Kevin Plank turned a moisture-wicking t-shirt into a $20 billion empire… and how it all unraveled. This is a classic brand collapse story, right up there with Peloton, WeWork, and other business failures you can learn from. We’ll break down: - Why Under Armour’s decline was driven by bad bets on tech, malls, and marketing - How they lost their edge in the athleisure trend to rising stars like Lululemon - What their retail strategy mistakes reveal about chasing growth too fast - And why getting political backfired with fans and athletes like Steph Curry This isn’t just a story about stock crashes or bad CEOs—it's a warning for any brand that forgets who they are. Whether you're into sportswear business case studies, branding, or just curious about why Under Armour failed, this is a breakdown you don’t want to miss.
Revamp Your Workout Gear
AI-recommended products based on this video

Under Armour Womens Charged Surge 4 Running Shoe

Under Armour Unisex Training Cotton No Show Socks 6 PackSock

Under Armour Womens Iso-chill Launch Run VisorVisor

Under Armour Womens Charged Surge 4 Running Shoe

MSI MPG A1000GS PCIE5, Fully Modular Gaming 1000W Power Supply, 80+ Gold, Dual 12V-2x6 Cables, Server-Grade, ATX 3.1 & PCIe 5.1, Low-Noise, Semi Digital, Embossed Jacket Cables, 10 Year Warranty

MSI MPG A850GS PCIE5, Fully Modular Gaming 850W Power Supply, 80+ Gold, Dual 12V-2x6 Cables, Server-Grade, ATX 3.1 & PCIe 5.1 Ready, Low-Noise, Semi Digital, Embossed Jacket Cables, 10 Year Warranty

Generic Bomber Jacket Women Lightweight Casual Long Sleeve Zip Up Jackets Fall Fashion Stand Collar Textured Coat Outerwear

Class of 2026 Graduation Keychain,Graduate Keepsake Charm - Congrats Grad Backpack Charm | for College University Student Son

Graduation Keychain 2026 for Son,Graduate Bag Pendant Keepsake | Graduate Backpack Ornament | for Ceremony Party Celebration

Graduation Keychain 2026 for Son,Graduate Bag Pendant Keepsake,Congrats Grad Backpack Charm | for College University Student




















