Having retaken the reins six weeks ago after an early exit by Stephanie Linnartz, Under Dog founder and now again CEO, Kevin Plank pledged to return to fundamentals in an 18-month plan to reconstitute Under Armour’s brand strength. Shortcomings in both product and storytelling have pulled down recent results, Plank believes, leading to a reliance on pricing rather than performance and technical innovation. Under Armour will refocus on the core men’s apparel business, which has become promotional and commoditized, while still prioritizing footwear and growth in women’s and moving upmarket in ... Log in to view full article.