It looks like Dwayne “The Rock” Johnson has another hit on his hands.

The popularity of the Project Rock 1 could be a sign of improvements to come.
“We believe that the limited availability (and subsequent restocking) is part of the company’s plan for managing the franchise to generate buzz and promote a ‘call to action’ and represents a positive for brand equity,” wrote Instinet analysts led by Simeon Siegel.

On Monday, Stifel analysts raised their price target on Under Armour shares to $27 from $20 after discussions with the company.
“We are particularly encouraged by opportunities for gross margin improvement from both elimination of the liquidation burden and improved sourcing (SKU [stock keeping unit] rationalization, materials planning, factory consolidation, capacity planning, etc.),” Stifel wrote.
Stifel rates Under Armour shares buy.
Other fashion brands, like Tapestry Inc.’s TPR, -0.86% Coach brand and Michael Kors Holdings Ltd. KORS, +4.90% have taken steps to reduce distribution in order to maintain the prestige of the label. Analysts have praised the measures, though Tapestry shares are down nearly 4% for the past year while Michael Kors’ stock has soared more than 84% for the period.
The athletic space has also been undergoing a reorganization as companies like Sports Authority go bankrupt, reducing the number of retailers.

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