Under Armour “is rapidly losing its cachet” with young consumers.

Under Armour “is rapidly losing its cachet” with young consumers. Historically, the youth market has been a bright spot in Under Armour’s bottom line, but the company’s most recent earnings reports shows a 5% drop in revenue—and it’s being “blamed on a weak youth business.” Ypulse found Millennials & Gen Z have mixed feelings about the company, ranking them both as one of their most and least favorite clothing brands. A Wells Fargo survey earlier this year backed up young consumers’ blasé attitude towards the brand, with a low 27% favorability rating and an even lower negative 17% rating when asked about shoes specifically. (Business Insider)