Under Armour, Inc., together with its subsidiaries, develops, markets, and distributes branded performance apparel, footwear, and accessories for men, women, and youth primarily in North America, Europe, the Middle East, Africa, Asia, and Latin America. The company offers its apparel in compression, fitted, and loose types to be worn in hot, cold, and in between the extremes. It offers various footwear products, including football, baseball, lacrosse, softball and soccer cleats, slides, performance training footwear, running footwear, basketball footwear, and hunting boots. The company also provides accessories, which include headwear, bags, and gloves; digital fitness platform licenses and subscriptions, as well as digital advertising; and licenses its brands.
Please take a look at the 1-year chart of UA (Under Armour, Inc.) below with my added notations:
UA started off the year quite well having gone from around $42 all the way up to $62. However, the stock has since then given a lot of it back. Along the way, the stock has found support and resistance areas primarily at the levels of $45, $50, $55, and $60 (blue). Each of those prices has been either support or resistance, or even both, multiple times. The stock is now trading back above the $50 level.
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The Tale of the Tape: UA has just broken back above $50. A long trade could be made on a pullback to $50 or on a break above $55. A short trade could be made at on a break back below $50.
Before making any trading decision, decide which side of the trade you believe gives you the highest probability of success. Do you prefer the short side of the market, long side, or do you want to be in the market at all? If you haven’t thought about it, review the overall indices themselves. For example, take a look at the S&P 500. Is it trending higher or lower? Has it recently broken through a key resistance or support level? Making these decisions ahead of time will help you decide which side of the trade you believe gives you the best opportunities.
No matter what your strategy or when you decide to enter, always remember to use protective stops and you’ll be around for the next trade. Capital preservation is always key!
Christian Tharp, CMT
Follow me on Twitter: @cmtstockcoach