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Under Armour Sinks as Tariffs, Sputtering Sales Hit Outlook

Bloomberg Intelligence

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Challenges in Brand Repositioning and Market Perception

This chapter explores Under Armour's attempts to reposition its brand through the launch of premium products like the UA Halo footwear line. It discusses the challenges of altering customer perceptions and the impact of market share decline on their strategy to achieve a more upscale market presence.

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