The rise and fall of Under Armour: How a $20B brand lost its cool - Video

Under Armour was once the hottest name in sportswear—bigger than Adidas in the U.S. and growing faster than Nike. But today? It’s barely an afterthought.

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In this video, we dive deep into the rise and fall of Under Armour, how Kevin Plank turned a moisture-wicking t-shirt into a $20 billion empire… and how it all unraveled. This is a classic brand collapse story, right up there with Peloton, WeWork, and other business failures you can learn from.

We’ll break down:

- Why Under Armour’s decline was driven by bad bets on tech, malls, and marketing
- How they lost their edge in the athleisure trend to rising stars like Lululemon
- What their retail strategy mistakes reveal about chasing growth too fast
- And why getting political backfired with fans and athletes like Steph Curry

This isn’t just a story about stock crashes or bad CEOs—it's a warning for any brand that forgets who they are. Whether you're into sportswear business case studies, branding, or just curious about why Under Armour failed, this is a breakdown you don’t want to miss.