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What to Watch: Men’s Market Sees Shift in Areas of Strength

For several years it was ath-leisure that was the biggest buzzword in the men’s wear industry. Now it’s sneakers and streetwear.
As a result, some of the brands that rode the activewear wave have hit a bit of a roadblock, notably Under Armour and Nike.
Once the highest-flying performer in the activewear arena, Under Armour in October posted its first-ever quarterly sales decline, a 5 percent year-over-year drop to $1.4 billion. Profits fell during the quarter as well, with net income totaling $54.2 million, compared with $128.2 million a year ago.
The profits took a hit of $89 million in costs related to a restructuring plan the company revealed in August that is intended to provide more financial and operational flexibility. After bringing in an outsider — former Aldo executive Patrik Frisk as president and chief operating officer — other moves included several hundred layoffs, a new head of women’s and footwear and the discontinuation of the highly touted Tim Coppens-designed UAS high-end fashionable sportswear line. Instead of the Coppens line, Under Armour will now focus on a rotating group of collaborators such as A$AP Rocky, whose collection for the brand is expected to be released later this year.
Founder and chief executive officer Kevin

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