Under Armour wants to remain committed to its original identity as a performance brand, in the midst of the athleisure trend that has been characterizing the sportswear market over the last few years. In an interview with the Financial Times, Kevin Plank, the company's founder and chief executive, said that the company had lost its “focus,” adding that it is time to redirect attention to sportswear for active wearers. Plank said that consumers can obviously use the brand's stuff to sit on a couch, but UA's products were actually designed to help them be active.

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