28 Under Armour’s Big Step Up Under Armour, the red-hot brand of athletic apparel, has joined Nike, Adidas and New Balance as a major player in the market for athletic footwear. Under Armour plans to revive the long-dead cross-training category. But will young athletes really spend $100 for a cross-training shoe to lift weights in?

Source: Time, 26 May 2008 What factors influence Under Armour’s ability to make an economic profit in the cross-training shoe market?