Question: Under Armour's Big Step Up Under Armour, the red-hot athletic-apparel brand, 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? What factors influence Under Armour's ability to make an economic profit in the cross-training shoe market?