The art of the pivot

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

13th August, 2017
Under Armour has reaped a massive return on its investment in basketball Pic: Getty

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...

Subscribe from just €1 for the first month!


What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

Private rental sector remains strong despite Covid-19

How the programme for government will shape housing

Insight Niall Byrne 9 months ago

Comment: US must defuse Covid-19’s ticking time bomb of debt

Insight Todd G Buchholz 9 months ago

Comment: The recovery will be more U than V-shaped

Insight Larry Hatheway 9 months ago