打敗愛迪達後，UA神話一夕破滅
The year 2017 has been a tough one for the American sports brand Under Armour.
2017年對美國的運動品牌安德瑪來說是很不平順的一年。
tough(adj.)困難的;艱困的=difficult
The onetime darling of the athletic wear industry has been under attack by Wall Street.
安德瑪曾經一度是運動服飾產業的新星，近來卻遭受華爾街投資者們的批評。
darling(n.) 親愛的;寶貝;極受歡迎的人under attack遭受攻擊;受到批評
The stock has lost more than half its value this year, making it the worst performer on the S&P 500.
安德瑪的股價在過去一年跌了超過一半，成為標準普爾500指數表現最差的股票。
So what has led to such a stunning fall from grace for the sneaker and athletic apparel company, which only a few years ago was still competing strongly with Nike and Adidas?
是什麼原因造成幾年前還與耐吉和愛迪達強勢競爭的安德瑪表現一落千丈呢？
stunning(adj.)令人震驚的=shockingfall from grace失寵;失去人心;失勢=downfallcompete with~和…競爭=contend with~
The problems for Under Armour are multiple.
安德瑪的經營有許多問題。
multiple(adj.)多重的
Analysts said that the company has overextended itself over the past few years by tapping into new categories like tennis, fishing and golf instead of focusing on its core running and training segments.
分析師表示，安德瑪過去幾年來過分擴張，跨足網球、釣魚、高爾夫球等新產品線，而非專攻核心的慢跑與訓練產品線。
overextend(v.)過份擴展;過分擴張tap into~挖掘、開發、善加利用
Another issue has to do with disappointing sneaker launches.
另外一個問題跟新推出的慢跑鞋款差強人意有關。
have to do with~和…有關=be related to~
The company signed Golden State Warrior star Stephen Curry a few years ago.
安德瑪在數年前跟NBA金州勇士隊的明星球員柯瑞簽約。
But the Curry sneakers have been routinely mocked on social media for not “looking cool”.
但是柯瑞代言的球鞋在社交媒體上常常被嘲笑「設計不夠酷」。
mock(v.)嘲笑、嘲弄、愚弄
What was worse, Curry debuted the latest iteration, the Curry 4, during the NBA Finals in June, but the sneaker was not available in stores until October.
更糟糕的是，柯瑞在六月於NBA決賽上首度穿上「柯瑞第四代」球鞋亮相，但這款新球鞋卻要等到十月才買得到。
What was worse=To make matters worse更糟的是debut(v.)首演;首次亮相iteration(n.)反覆;代;版本
Under Armour has failed to drum up much loyalty among its customers.
安德瑪一直無法提高消費者的品牌忠誠度。
drum up(v.)激起;鼓勵
The company suffered from bad PR earlier this year that may have hurt its reputation with younger customers after its CEO Kevin Plank agreed to join Trump’s manufacturing council.
安德瑪在今年初發生了一場公關災難，執行長普朗克同意加入川普的製造委員會，嚴重引響年輕消費者對安德瑪的觀感。
PR公關=public relationsreputation(n.)名聲、聲望、名望
So what can Under Armour do to get back on track?
安德瑪該怎麼做才能挽回頹勢呢？
get back on track重新上軌道
Neil Saunders, managing director of the research firm GlobalData Retail, wrote in a report that the company would continue to focus on expanding globally.
全球零售業數據研究機構總經理桑德斯在一份報告中寫道：「公司應該持續以拓展全球市場為首要目標。」
“Under Armour is not so broken that it cannot be fixed. But the days of glory, when it would post double-digit uplifts in sales, are over. Now is the time to work out, slim down, and become more competitive,” Saunders wrote.
桑德斯寫道：「安德瑪並沒有糟糕到沒辦法挽救的地步，但往日業績雙位數成長的榮光已不復存在。現在該是重新整頓、瘦身以重新恢復競爭力的時候了。」
so adj. that…如此…以致於…double-digit(adj.)雙位數的work out健身;重新整頓=restructureslim down變瘦;變苗條pun(n.)雙關語