Business Wars

Under Armour's Attack on Nike | Dropping the Ball | 2

Mar 25, 2026 · 45m

It’s 2014 and Under Armour is getting increasingly aggressive as it takes on Nike, buying fitness apps and signing record-breaking endorsement deals. But they face a major setback when one of their biggest retail partners goes bankrupt. To recoup the lost revenue, Under Armour makes a risky deal. And as the company scrambles to keep up with the rise of ecommerce and athleisure, they face a daunting question: are they losing sight of what made them great?  Audible subscribers can listen to all …

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Under Armour's Attack on Nike | Dropping the Ball | 2

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