The rise and fall of Under Armour: How a $20B brand lost its cool

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.