Declaring that it is now in activation mode rather than acquisition mode, Under Dog told the Goldman Sachs conference that it still sees itself as the Number Three Brand in the athletic space reaching $10 billion in sales, but the timetable to reach that goal isn’t specified and the pathway to get there will be based on improving its performance in its largely existing distribution and activating the assets that it already has put in place. Rather than announcing it would be at the table for every major marketing asset, Under Dog is now playing Moneyball.

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