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Under Armour's Next Step Is Clothes for Women to Wear Outside the Gym

Photo: Under Armour
Photo: Under Armour

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Despite rolling out a global campaign with celebrities like Gisele Bündchen and Misty Copeland to attract more female shoppers, Under Armour's CEO Kevin Plank acknowledged that there's still plenty of work to be done in the brand's womenswear department.

"We don't believe we played our best game yet," Plank told analysts in a company conference call. "We don't think when you walk into a store you're getting the best version of Under Armour yet."

Plank admitted that Under Armour's women's merchandise hasn't lived up to the advertising, and it needs to work on offering clothes that women can wear outside of the gym. "I think you'll see Under Armour continue to take those steps towards being more relevant in more aspects of her life," Plank told analysts.