Under Armour looks to shift its focus toward younger athletes – Baltimore Business Journal – The Business Journals
Under Armour Inc. is shifting its focus with plans to go after younger athletes and outfit them when they are on and off the court.
The Baltimore sportswear maker is looking to make 16 to 20 year-old athletes its target audience, Interim CEO Colin Browne told analysts during a call to discuss the company’s most recent earnings Thursday. He said this group represents best Under Armour’s brand and attitude.
The new target audience was just one of several changes in its business strategy that Browne discussed on the call. Browne, who has served as interim CEO since the company parted ways with Patrik Frisk in June, also again brought up his desire to broaden the company’s product line more toward the athleisure market and outfit athletes on and off the court, while also elevating premium aspects of its products. Other strategies that the company is looking to focus on are connecting consumers with products through storytelling and building its digital presence, including with a new…
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source: https://news.oneseocompany.com/2022/11/03/under-armour-looks-to-shift-its-focus-toward-younger-athletes-baltimore-business-journal-the-business-journals_2022110335098.html
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