When Kevin Plank recently took back the position of CEO at Under Armor, he said the brand suffered from executive turnover and strategy shifts, which 6 former executives say Plank was responsible for the turmoil and complexity he is now aiming to clean up, Inti Pacheco of The Wall Street Journal reports. In recent years, Plank foiled other’s marking plans, pushed product ideas that flopped, and blurred the lines between his brand role and that of the CEO that succeeded him, the Journal says, citing its sources. Plank plans to help the company become a premium sports brand by cutting the number of products it sells by 25%, reducing the discounts it offers, and delivering more impactful merchandise.
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