Word: shoes
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...stock market doesn't feel that way. In January, when Under Armour announced heavy marketing costs, including a $4.4 million Super Bowl ad for the launch of the training shoe, its stock dropped 33%, to $28.80 a share, over a two-day period. Under Armour also announced that $28 million in first-quarter marketing expenses, an increase of 103%, helped send profits down 71% for that quarter...
...biggest sports-footwear categories--running and basketball--to try to steal share from Nike, Adidas and other Bigfeet. Instead, the company chose a more disciplined approach. Under Armour tested the footwear landscape about two years ago, when it started making American-football cleats. Selling soccer shoes against Adidas and Nike would have been suicidal. Football is a small, specialized market--about $250 million in the U.S. "Our No. 1 goal was authenticating ourselves as a footwear brand," says Plank. "Does the consumer accept putting the Under Armour logo on a shoe?" Yes, as it turns out: Under Armour...
Plus, as Under Armour moves beyond cleats to sneakers with broader appeal, it is picking an ideal entry point: the training-shoe market is ripe for a revival. Nike popularized cross-trainers in the late '80s and early '90s with its famous "Bo Knows" campaign, which depicted the multisport star Bo Jackson playing hoops, football and tennis and weight-lifting in his Nikes. Since that heyday, the sporting life has become more specialized but training more diverse...
...playing field of their sport and 95% training for that sport--either by pounding weights, sprinting or doing more high-tech plyometrics, which involves a lot of leaping and side-to-side movements. The company's pitch: During that 95% training time, don't use some dumb running shoe; wear our Prototype. The company is offering three types of sneakers: the Speed Trainer is the lightest, most breathable shoe, designed for athletes who spend the bulk of their time trying to get quicker. The Power Trainer is for the bulky guys; it comes with extra cushioning at the bottom...
...estate speculators once flipped condos. With dollar signs in their eyes, they savor 2- and 3-year-old horses, exactly the way the fashion industry looks at long-stemmed 14-year-old girls, exactly the way the celebrity culture gazes on Britney and Lindsay and Miley, exactly the way shoe-company reps scrutinize boys on basketball courts. Horses, fashion models, teen stars--they're all produced for maximum profit...