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During 2010, Under Armour Chief Executive Officer Kevin Plank issued a stern warning to his athletic wear rivals. Loaded with the bluster and bravado that defined Plank along with his scrappy underdog company from Baltimore, he named names and called every one of them out. “Our goal for getting into basketball is to be No. 1,” said Plank.

Seven years later, Nike still rules and Plank is humbled. Sure, under armour store australia found some success breaking into the paint, and Plank reveled in bidding wars over NBA superstars for example Kevin Durant. “Do I get pleasure from that they can paid $150 million more than they planned on paying?” Plank said of Nike’s endorsement cope with Durant. “Absolutely.”

Today, Plank is content to tout Under Armour Inc. as the third-largest sports brand on earth, pointing out that Nike and Adidas certainly are a “long ways away.” The 44-year-old, whose biggest state they fame recently was triggering consumer blowback for supporting Donald Trump, admitted to numerous missteps and conceded that the company he built remains comparatively small. This act of contrition came because the company posted its first-ever loss as the initial spurt of growth accelerates from the other direction.

“We’re not perfect. We don’t think we’re there yet,” Plank said during the call with analysts on Thursday. “We use 2017 like a year to get better.”

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Growth has slowed for less than Armour in the face of aggressive competition from the two established brands alongside weak demand for its shoes. Under Armour’s footwear business collapsed from the first quarter-growing just 2 percent after surging 64 percent a year earlier-because the third edition of NBA star Steph Curry’s signature basketball shoes disappointed. Revenue declined 1 percent in America, offsetting gains overseas.

Even the little bit of great news for the company-shares rose as much as 12 percent on Thursday-has a caveat: Wall Street was surprised the organization didn’t lose even more money.

The most effective-selling sneaker within the Usa was the Adidas Superstar. The subsequent nine were sold by Nike. Under Armour had none.

“It’s clear that they aren’t going to return to the days of 20-plus growth,” said Matt Powell, an analyst for NPD Group. “Their industry is tough. They need to take a take a step back and perform the effort to take care of the missteps they’ve had.”

Even Curry-Under Armour’s most prized pitchman from the battle to conquer sneakerheads-has become overshadowed this season by fellow superstars. Shoppers haven’t helped either, since they continued to shift clear of performance basketball shoes to casual and retro styles abundant at Adidas AG and Nike Inc.

Sales of performance basketball shoes, that include the Curry line, fell about 20 % just last year and possess tumbled with the same amount through March, according to NPD Group Inc. A year ago, the most effective-selling sneaker inside the Usa was the Adidas Superstar. The next nine were sold by Nike. Under Armour had none.

Plank admits that Under Armour hadn’t yet perfected its sneaker launches and is retooling strategies for future releases. Just last month, Nike boasted it had its biggest-ever sneaker launch-a throwback version in the shoes Michael Jordan wore in the 1996 comedy film Space Jam, which featured the basketball legend dexqpky22 Looney Tunes characters.

Under Armour has struggled to develop fashion credibility to push its lifestyle kicks. Plank, however, carries a plan. He was quoted saying he hopes to create coolness through its UAS label, a high-fashion line from former Ralph Lauren Corp. and Adidas designer Tim Coppens, that’s hosted runway shows each one of the past two seasons. Plank sees it providing a “halo” effect, bolstering his other categories. A whole new lifestyle line called Unstoppable arrives out this season.

Meanwhile, Under Armour’s cool factor keeps getting hit. In February, Plank’s positive comments concerning the new U.S. president drew the ire of Curry, along with of spokes-stars Dwayne Johnson and Misty Copeland. The corporation took out a full-page ad within its hometown newspaper to attempt to defuse the specific situation.

Something Plank wasn’t prepared to concede, however, was the potency of the Under Armour name.