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Does Under Armour Need Kevin Plank?

When the American sportswear retailer announced the return of its controversial founder as CEO, investors were perplexed. BoF unpacks why Plank may be back — and the challenges that lie ahead in his bid to transform its fortunes.
Kevin Plank and Steph Curry
Under Armour founder Kevin Plank (right) shocked investors and industry insiders alike when he announced his return as chief executive last week. (Under Armour)

Last week, in a move that blindsided investors, analysts and industry observers alike, Under Armour announced the return of its controversial founder, Kevin Plank, as chief executive.

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Further Reading

Activewear’s Biggest Disruptors

Breaking into the $384 billion sports apparel market is no easy task, but fast-growing start-ups are stealing market share by creating specialised, fashion-forward products around underserved interests.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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