Sometimes you learn all you need to know while watching the morning news. When I saw Under Armour (NYSE:UA) panning for publicity this morning, I knew my beliefs were confirmed. Shares are about to make a big drop.

Under Armour (NYSE:UA) is doing what it does best, using marketing glitz to gain the attention of consumers and investors. As I have said countless times before, it is not a sustainable business model.

While slurping down my morning bowl of cereal, I typically watch something with a bit more grit than NBC’s Today Show (even Screech on Saved by the Bell offers more intellectual value), but my wife had the day off work and somehow gained control of the remote.

I am glad she did, because as soon as I saw Under Armour’s founder Kevin Plank chatting about his company’s “unique” product offerings, I knew my recent preachings were dead-on accurate. This company is getting desperate.

If you follow Under Armour, you know its products, while popular, are certainly not unique. Lower-priced competitors have been busy knocking away the company’s foundation one brick at a time. Plank and his company were hoping for a huge launch of their footwear line, but have failed on several different attempts to gain the attention the company needs to meet shareholder expectations.

Share price won’t need running shoes

In less than two weeks, investors are in for the wake-up call they need. When the company releases its latest earnings figures, Under Armour’s overvalued shares, with a P/E of 23 and all, will get cut to where they belong. I am prepared to see shares drop to $14 or less on news sales were nowhere close to investor-expected levels.

Yesterday’s retail sales figures were a foretelling of what’s to come.

Read the full article here at TFN:Under Armour: Desperate for attention