Shares of athletic apparel company Under Armour, Inc. (UA, Financial) increased significantly during the first quarter on the strength of impressive sales gains that exceeded expectations. The company overcame a weak consumer market with products that are resonating with each of its target customer types, including innovative new cold weather gear that sold well during the frigid winter. Under Armour is also growing its direct-to- consumer sales through additional outlets, full-price stores and improved e- commerce. The direct business is illustrating the consumer's desire for higher end items, and we expect retailers to incorporate these products into the wholesale channel. (Michael Baron)
From Baron Funds' first quarter 2014 letter to shareholders.
