Under Armour announced in August that it is opening Kohl’s in 2017. This news started a discussion on RetailWire about whether this was good for the brand, or just a reflexive reaction to the closing of Sports Authority. Here’s my take:
If Under Armour wants to gain share at Nike’s expense, why not sell where Nike already has an established beachhead? Without having any insider information (I worked for Kohl’s from 1982 to 2006), I’m speculating that they have a very large and healthy active/fitness apparel and shoe business across all ages and genders. Seems like a no-brainer to me.