- Their announcement that they want to become a more 'premium' brand will probably work, especially in their apparel lines. There is a demand for "pro" or "performance" apparel lines that are one level above the entry level athletic apparel.
- UA is so far behind in shoes I'm not sure if it wants to throw money into R&D to challenge the big guns in road & track running shoes. However, trail running shoes are a possibility because trail is not only about absolute speed (which requires a lot of R&D), but about protection, stability, comfort, and weather resistance. Premium trail running apparel is also a possibility. Nike ACG as a sub-brand hasn't honestly made much inroads and they are not a big sponsor presence for Golden Trails / UTMB.
Returning to my other US holdings NKE, MCD, and LLY, they are all green but the stock market is flatlining. On a valuation basis, I will continue to hold them. I even got some dividends from NKE but because of the 30% withholding tax, one doesn't buy US stocks for the dividend.