It was a guilty pleasure but last weekend I filled up at Dick's Sporting Goods on Under Armour crap, t-shirts, a gym bag.  That store is great.  Anyway.  I have made money on UA in the past, and lost it.  When it initially fell to 20 last January, I held onto it and said it'll rebound.  It did.  Then it proceeded to go even lower.

But now is actually an excellent time to get in.  It will easily retrace up to 30 again.  They make money.  They have almost no debt or inventory overhang, and they have pricing power.  Their legitimacy ultimately arises from their sports endorsement and the quality of their clothes.  They have scored with a demographic that is truly the next generation of athletes and young adults. 

I think in this recession there will be people who will switch down to crappier brands, but there will also be people who will spend less but still spend their money on UA products.  These loyalists will be the base for a run at 60 and 70 in the future.  That may take a while.  However I think in 11 months time this stock will be a lot higher.