On Under Dog’s last earnings calls before new CEO, Stephanie Linnartz comes on board Feb. 27, executive chairman and founder Kevin Plank articulated the company’s goals of expanding up market and adding more lifestyle product to the assortment. A broader “live” focused sports style offering that appeals to the core 16- to 20-year old varsity athlete, who already trains in UA gear, will also help expand the brand’s presence in the mall channel. Adding a premium tier is a work in progress, but a category-by-category analysis is underway to identify opportunities to add better and best level product.

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