Under Armour will turn its back on one of the biggest trends in apparel under its new CEO - Business Insider

over missing out on it, the brand seems to be pulling back and instead focusing on its core offering: straight-up athletic wear.

This isn't the first time that management has discussed this change, however. At the end of last year, Plank said in an interview with"If they [consumers] want to go sit on the couch they can, but that product was built to help them get through a 10-mile run," he told the Financial Times. "We don't dissuade them from doing it — we just need to know who we are."

He added: "We are a performance brand. That is what we're going to be and going to stand for, becoming the best in the world at that." Athleisure has been a dominant trend in the athletics and apparel market over the past decade. Lululemon, the company that is often credited with inventing this trend, has seen explosive growth in recent years while revenues at Under Armour have declined. In its most recent earnings

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Kevin Plank is stepping down as CEO of Under Armour - Business InsiderPlank, who founded the company in 1996, will become executive chairman and brand chief. COO Patrik Frisk will take on his duties as the new CEO.
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