The Sochi Olympics were sooo long ago right? But Under Armour is still feeling the icy sting of what should’ve been a shining moment for the company at a high-profile sporting event. Instead, it turned into an epic fail and a design flaw in the company’s new super suits were held responsible.
Now Under Armour can enjoy a little vindication. An internal investigation finds that a big part of the US team’s problems stemmed from timing. Athletes got the suits too late to thoroughly train in them. Moreover, the training they did was in Italy at high altitudes and outdoors. The Sochi competitions were held indoors at sea level. There was even an issue with some new skate polish athletes were given.
Once the competitors started losing, they got frustrated and frustration begat further losses even when they went back to their old suits. The report also points out issues with too much travel for the athletes, etc. In the end, the team had its worst showing in three decades.
So, whew! Not really Under Armour’s fault! Problem solved right? Eh.