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In 2010, Under Armour Chief Executive Officer Kevin Plank issued a warning to his athletic wear rivals. Packed with the bluster and bravado that defined Plank with his fantastic scrappy underdog company from Baltimore, he named names and called them out. “Our goal to get into basketball is to be No. 1,” said Plank.

Seven years later, Nike still rules and Plank has become humbled. Sure, stephen curry shoes australia found some success breaking in the paint, and Plank reveled in bidding wars over NBA superstars such as Kevin Durant. “Do I get pleasure from which they paid $150 million greater than they planned on paying?” Plank said of Nike’s endorsement take care of Durant. “Absolutely.”

Nowadays, Plank is content to tout Under Armour Inc. as the third-largest sports brand on earth, pointing out that Nike and Adidas really are a “long ways away.” The 44-year-old, whose biggest claim to fame of late was triggering consumer blowback for supporting Donald Trump, admitted to several missteps and conceded that this company he built remains comparatively small. This act of contrition came as the company posted its first-ever loss as the initial spurt of growth accelerates from the other direction.

“We’re not perfect. We don’t think we’re there yet,” Plank said during a call with analysts on Thursday. “We use 2017 being a year to get better.”

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Growth has slowed for Under Armour in the face of aggressive competition from those two established brands alongside weak demand for its shoes. Under Armour’s footwear business collapsed in the first quarter-growing just 2 percent after surging 64 percent annually earlier-as the third edition of NBA star Steph Curry’s signature basketball shoes disappointed. Revenue declined 1 percent in Canada And America, offsetting gains overseas.

Even the little bit of fantastic news to the company-shares rose up to 12 percent on Thursday-includes a caveat: Wall Street was surprised the company didn’t lose even more money.

The ideal-selling sneaker within the U.S. was the Adidas Superstar. The next nine were sold by Nike. Under Armour had none.

“It’s very clear that they can aren’t going to return to the period of 20-plus growth,” said Matt Powell, an analyst for NPD Group. “Their industry is tough. They need to require a step back and perform the effort to improve the missteps they’ve had.”

Even Curry-Under Armour’s most prized pitchman inside the battle to conquer sneakerheads-is overshadowed this year by fellow superstars. Shoppers haven’t helped either, while they continued to shift away from performance basketball shoes to casual and retro styles abundant at Adidas AG and Nike Inc.

Sales of performance basketball shoes, such as the Curry line, fell about 20 % this past year and have tumbled by the same amount through March, according to NPD Group Inc. Just last year, the most effective-selling sneaker within the U.S. was the Adidas Superstar. Another nine were sold by Nike. Under Armour had none.

Plank admits that Under Armour hadn’t yet perfected its sneaker launches and it is retooling techniques for future releases. Just recently, Nike boasted it had its biggest-ever sneaker launch-a throwback version of your shoes Michael Jordan wore in the 1996 comedy film Space Jam, which featured the basketball legend dexqpky22 Looney Tunes characters.

Under Armour has struggled to create fashion credibility to push its lifestyle kicks. Plank, however, includes a plan. He said he hopes to build coolness through its UAS label, a higher-fashion line from former Ralph Lauren Corp. and Adidas fashion designer Tim Coppens, that’s hosted runway shows each one of the past two seasons. Plank sees it providing a “halo” effect, bolstering his other categories. A whole new lifestyle line called Unstoppable is due out this year.

Meanwhile, Under Armour’s cool factor keeps getting hit. In February, Plank’s positive comments concerning the new Usa president drew the ire of Curry, along with of spokes-stars Dwayne Johnson and Misty Copeland. The company took out a full-page ad in the hometown newspaper in order to defuse the problem.

One important thing Plank wasn’t happy to concede, however, was the effectiveness of the Under Armour name.