Under Armour demand is softening.
Lily Meier says Bloomberg reported a few weeks ago that Under Armour saw softness in trends, and the company said it was seeing softer demand. This fits the July retail sales decline and warrants caution on the stock as other retailers report.
Premium running gear spending is booming.
Lily Meier says running culture has gone significantly upscale: instead of shopping at more affordable mass-market brands such as Nike and Adidas, consumers are paying $350 for running shorts, $450 for running vests, and $150 for t-shirts with holes. This high-end running spending is a bright spot even as the broader consumer picture is mixed.