Under Armour Putting Focus On Performance Gear Over Athleisure

Under Armour said that it "doesn't see jumping into the growing athleisure trend as a way to pull in customers," according to Jasmine Wu of CNBC.com. UA Founder, Chair & CEO Kevin Plank said the company has "identified our consumer as something called the focus performer." Plank: "That means that when they're thinking about what they wear and what they do with Under Armour ... It's all performance." The company also indicated that it "wanted to stay away from the trend and instead focus on adding value to the brand with innovative products." Wu noted innovation is a "key component" of UA's "five-year growth plan to improve sales in North America." UA said that another "part of the turnaround plan is to open more full-price direct-to-consumer stores in North America," as about 90% of its current North American locations are "outlet stores." The plan includes having "up to 2,500 stores" by '23 ( CNBC.com, 9/12 ).