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Frasers Group buys stake in US brand Under Armour

Billionaire Mike Ashley’s Frasers Group has snapped up a stake in the US sportswear brand Under Armour.

The owner of Sports Direct acquired an 8.8% stake in the Baltimore-based company, adding to its portfolio of investments in underperforming sportswear brands.

Frasers now holds about 16.6m shares in Under Armour, according to a 1 October filing with the US Securities and Exchange Commission. The stake is worth around $80.1m, based on Under Armour’s closing share price on Tuesday.

Models in a sky diving simulator wear Virgin Galactic’s new space-wear system, developed in partnership with Under Armour, during an event to unveil the suits to be worn by future Virgin Galactic space travellers, in Yonkers, New York in 2019. Photograph: Mike Segar/Reuters

Frasers recently disclosed a stake of almost 6% in the German brand Puma, and also acquired the struggling Norwegian sporting-goods retailer XXL last year.

Ashley’s company built its business by snapping up struggling independent sporting goods chains and bumped up its profits by getting the UK rights to ailing sportswear brands – from Head to Slazenger – and using them to decorate its own products.

The acquisitions are part of the entrepreneur’s modus operandi – picking up bargains during tough times and finding the value where he can, from sportswear to luxury brands.

Frasers bought Harvey Nichols, the upmarket department store in London’s Knightbridge, out of administration in August. It sits beside a large slice of Hugo Boss, a chunk of Mulberry, a snippet of Burberry, the remains of Agent Provocateur and the entire Flannels and House of Fraser chains.

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