Here's How Puma Overtook Under Armour in the Sportswear War

Thanks to partnerships with Rihanna, The Weeknd, and Young Thug, the sportswear brand recently surged past Under Armour in the sportswear hierarchy (at least in the stock market). But the comeback doesn’t end here. We go inside the German brand’s plan next move.

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PDF) Under Armour: repositioning for the global stage