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  1. Home
  2. / Investing

Under Armour Needs More Than a New CEO to Boost Its Stock

When the marketplace ignores the arrival of a new CEO we should be careful.
By BRUCE KAMICH
Dec 22, 2022 | 01:10 PM EST
Stocks quotes in this article: UAA, MAR

Apparel company Under Armour ( UAA) announced that Stephanie Linnartz would be their new CEO. She comes to the company from hotelier Marriott ( MAR) but the charts are not reacting to the upside. Let's take a look.  
 
In this daily bar chart of UAA, below, I can see that prices stalled and failed to clear the declining 200-day moving average line. Prices are still above the rising 50-day moving average line but that may not last long with this current broad market weakness.
 
The On-Balance-Volume (OBV) line shows some improvement in November and December but has not broken above its August high. The Moving Average Convergence Divergence (MACD) oscillator has crossed to the downside in early December for a "take profits" sell signal. 
 
 
 
In this weekly Japanese candlestick chart of UAA, below, I can see a bearish setup. Prices failed at the declining 40-week moving average line. The weekly OBV line is making a top and the MACD oscillator is narrowing and thus bearish.  
 
 
 
In this daily Point and Figure chart of UAA, below, we can see that prices reached a downside price target in the $9.71 area. 
 
 
 
In this weekly Point and Figure chart of UAA, below, I can see an upside price target in the $15 area. A trade at $9.21 could turn this chart bearish. 
 
 
Bottom line strategy: A new and capable CEO should be viewed as a bullish development but when the marketplace ignores it we should be careful and avoid the long side of the stock. This is what I would recommend on UAA. 
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TAGS: Investing | Stocks | Technical Analysis | Trading | Apparel | Sports business | Consumer Discretionary

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