Has the Under Armour brand lost its cool?

Just 18 months ago, Under Amour was talking about overtaking Nike as the world’s biggest sports brand. In an interview with Marketing Week, its VP of ominchannel Sid Jatia exuded confidence: “Nobody wants to wear Nike anymore because it isn’t cool – it’s in the discount houses, it’s everywhere. People like the underdog and engage with our story more.”
And although Under Armour’s success as a sports brand was primarily driven by the US market &ndash