Investors going for goals in the sports and luxury markets should consider firms like Under Armour and Dick’s Sporting Goods, that’s according to US research firm Morningstar. Equity analyst Paul Swinand has spotted sporting goods companies which, in his view, are managing to spread their costs as they expand, often internationally.       

For example Under Armour which has grown as a global brand while managing to reduce its sales, general and admin expenses  (SG&A) as a percentage of total costs.

Morningstar’s analysts prefer Dick’s Sporting Goods, as a stock which they assess as “fair valued or slightly undervalued in a market where a lot of retail names are overvalued “.