The art of the pivot

The art of the pivot
Under Armour has reaped a massive return on its investment in basketball Pic: Getty

The US basketball shoe maker Under Armour’s identity as a performance brand worked for it - until it didn’t. It’s all about ‘athleisure’ now

Establishing a ‘pivot foot’ is a simple but fundamental skill in basketball. Once a player stops dribbling and picks up the ball he or she can only move one foot. The other must stay in place. A player is allowed to ‘pivot’ once that foot is securely planted but can neither advance nor retreat on court. So when the chief executive of sportswear brand Under Armour announces that the company needs to pivot, the word conjures unfortunate images: momentum halted, spinning on the spot, looking for a way out of trouble.

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