Interesting article on the success Under Armour is having in Australia. It makes me wonder why there is so little penetration in the UK market, certainly from a brand perception perspective anyway. Perhaps it's a dissociation with their core sports, perhaps it's still very early days in the UK, perhaps I'm totally wrong!
“I think the young consumer has really grasped the brand, we really resonate with the Millennial consumer. We often say our parents wore Adidas, we wore Nike and Under Armour’s our children’s brand,”