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Lululemon reported its worst comparable sales result in modern history with a 9% decline in Q2, missing revenue expectations and slashing full-year guidance. New CEO Heidi O'Neill, a Nike veteran, takes over amid investor skepticism and founder criticism. The broader athletic apparel industry is also struggling, complicating the turnaround challenge ahead.
Read original at the-motley-foolNike, the world's largest athletic apparel company, has seen its stock decline 79% from its all-time high and 35% over the past decade due to management missteps including cutting wholesale partnerships and over-reliance on legacy franchises. This allowed competitors like Hoka and Brooks to gain market share. Under new leadership, Nike is rebuilding wholesale relationships and focusing on innovation, with some positive signs emerging including a 4% wholesale increase in fiscal 2026, though a full turnaround remains uncertain.
Read original at the-motley-foolDeckers Outdoor Corporation's direct-to-consumer (DTC) business grew 13% to $352.8 million in Q1 fiscal 2027, significantly outpacing 2.2% wholesale growth. HOKA led the expansion with 17.3% revenue growth, while UGG contributed 5.7% growth. The stronger DTC channel mix helped expand gross margins by 60 basis points to 56.4%. Management projects continued significant DTC growth in fiscal 2027, with consolidated revenues expected between $5.86-$5.91 billion.
Read original at zacks-investment-research