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Under Armour Signals It's Looking for a Much Larger Female Audience

Updated to include comments from Under Armour's earnings call and from Jim Cramer, plus details from a Kohl's spokeswoman.

Under Armour (UA) will finally take its premium brand down to the lower brow department store channel.

The red-hot athletic-wear confirmed on Tuesday that it will launch in about 600 of Kohl's (KSS) 1,200 stores in the first quarter of 2017 in an effort to better reach female shoppers. "There is a customer walking into their stores [Kohl's] that just haven't been able to find our brand," said CEO Kevin Plank on a call with analysts after the company's second-quarter earnings...


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