Margins to Shrink Even More at Under Armour

This past weekend I was able to experience first hand what is going on at Under Armour’s stores. I must mention that the store I visited was not an outlet store but a regular one inside a big mall.
I happened to be in the Grapevine area in Texas where the Gaylord Texan Resort is located. My thirteen year old daughter had a competition and I decided to take her. So I was naturally able to scout the area in search for clues on how the company is doing.
I started by visiting Dick’s Sporting Goods and to my surprise the store was somewhat empty (meaning no customer traffic) and you couldn’t find many discounts around. I gave my wife the opportunity to look for one item that she likes (she takes yoga classes so I knew she was going to look for some pants or tops), after looking around she settled on some yoga pants but not from Under Armour, it was Nike’s and paid full retail price on them ($63.99). I, on the other hand, got myself an Under Armour cap for which I also paid full retail ($25…
I happened to be in the Grapevine area in Texas where the Gaylord Texan Resort is located. My thirteen year old daughter had a competition and I decided to take her. So I was naturally able to scout the area in search for clues on how the company is doing.
I started by visiting Dick’s Sporting Goods and to my surprise the store was somewhat empty (meaning no customer traffic) and you couldn’t find many discounts around. I gave my wife the opportunity to look for one item that she likes (she takes yoga classes so I knew she was going to look for some pants or tops), after looking around she settled on some yoga pants but not from Under Armour, it was Nike’s and paid full retail price on them ($63.99). I, on the other hand, got myself an Under Armour cap for which I also paid full retail ($25…