The Dark Side of Disruption in Sportswear Under Armour's latest earnings report is a stark reminder that even well intentioned disruptions can fail to resonate with consumers.
After years of promising a turnaround, the company's North America demand has cratered, undermining its efforts to innovate and adapt.
CEO Kevin Plank's strategy of focusing on higher priced items in sectors like training, running, and team sports may have been driven by product development considerations, but it appears to have misjudged the market.