The biggest sector I am looking for UA to evolve is it’s women’s line. I also want to see them improve upon their footwear. Per this article, it looks like that’s the way they are going. Here is an excerpt from an article, it’s from the second and third page, but I recommend reading the entire thing.

Fashion Brand

While Under Armour has placed some of its women’s line in department stores such as Macy’s Inc. and Nordstrom Inc., the re-designed store will have as much women’s gear as men’s and may serve as way for potential retail partners and consumers to see Under Armour showcased as a head-to-toe fashion brand that’s more than mock turtlenecks.

“What Gap did for going to school, or going out on a Friday night, is the same thing we should do for sending people to the gym,” Plank says. “Most people look awful going to the gym.”

Leading the evolution of the women’s business is Leanne Fremar, who joined the company in November after a decade as creative director at luxury women’s apparel brand Theory and stints at Gucci and Ralph Lauren Corp. She is working on opening Under Armour’s first New York office, where she’ll tap design talent. She also inherits a unit that has been growing 30 percent a year and added the Studio, a yoga-inspired line, and Armour Bra brands last year.

“She will bring that L.A.-New York component,” said Plank. “Women’s should be larger than men’s.”

Besides appealing to women, the new store design may help Under Armour find its way in two other markets it’s trying to crack: cities and footwear. Selling most of your products at suburban sporting goods stores means being underrepresented in urban markets like New York. And aside from becoming a market leader in a niche category like football cleats, it hasn’t made much headway in athletic shoes. The new store will put the shoes center stage.

This is smart stuff, as @UncleBuccs will tell you, his lady– as well as mine –like the fabric and utility of UA, but think they lack a woman’s touch. Have they found it?

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