Under Armour, Pernod, Benefit: 5 things that mattered this week and why

Under Armour on doing more with less
There’s no doubt Adidas and Nike dominate the sportswear space leaving little room for other brands to carve out their niche. Which is why Under Armour is looking to make its marketing dollars stretch further as it faces relentless competition from industry giants and declining sales in North America.
The American company plans to be a “louder brand” and turn each marketing dollar “into three”, according to its chief operating o