Question: This freshly revised case should generate considerable student interest and provoke a lively, interesting class discussion of the apparent interruption in the company s rapid

This freshly revised case should generate considerable student interest and provoke a lively, interesting class discussion of the apparent interruption in the companys rapid climb to prominence in the intensely competitive sports and fitness apparel industry. How much further can the company grow now? Is the push toward broader product lines to appeal to different segments for sports and fitness apparel sustainable, or will the declining growth in demand for the companys core products in North America continue to be a drag on earnings and stock price appreciation? What moves must CEO Kevin Plank make to get the company back on track? What, if any, further changes in strategy are needed at Under Armour? what factors are acting to intensify/weaken bargaining power and leverage of suppliers in the athletic apparel industry

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