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If the CEO of your favorite brand didn't believe in the same things you did, would you still shop there?

An industry research firm says Under Armour is going to tank because the CEO said nice things about President Donald Trump. In a recent interview Kevin Plank was asked about his involvement in Trump's Manufacturing Jobs Initiative. That's when he said, "To have such a pro-business president is something that is a real asset for the country." Plank was invited by President Trump to serve on a council with other CEOs to discuss creating more jobs in America.

The research firm pointed out that spokespersons for Under Armour, like Misty Copeland and Dwayne "The Rock" Johnson, have publicly come out against Plank's support of Trump. A sports analyst from the NPD Group, a market research company, says “Millennials and Generation Z want brands and retailers to be transparent about their stands on social issues. If those values don't align with their views, they will take their business elsewhere.”

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