Brand StrategyThe company is focused on becoming better versus bigger, and on tackling core product- and brand-level shortcomings with greater focus.
LeadershipKevin Plank, Under Armour's founder, returned to the CEO role, and his plan to position Under Armour as a premium brand appears to be the right thing to do.
Market ValuationShares are trading at a steep discount to peers (0.6x EV/S after the $434mn settlement).