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Under Armour Admits It’s Still Not Cool Enough

“We need to become more fashion,” its CEO told analysts.
Models walk the runway at the Under Armour UAS Fall 2016 Collection showing on Sept. 15, 2016.
Photographer: Mike Coppola/Getty Images for New York Fashion Week

At its first fashion show last fall, Under Armour models in fleece sweatshirts and neoprene wedges strode down a concrete runway as deep bass thundered in the background. It was an odd look for the label—still far more athletic performance brand than luxe fashion house—but it was also a conscious effort, an executive said at the show, to court “new customers in new places.”

Now it needs to find more.