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Off Brand

How Under Armour Bet Everything on the Wrong Customer

The athletic-gear company made the mistake of obsessing too much over its most influential customers

Illustration: Fran Caballero

AA year ago, Under Armour founder Kevin Plank was as blunt as he could be about the company’s strategy: “We’re going to double down on performance.” At its core, this…




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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at

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