Jefferies analyst Randal Konik says his dissection of TickerTags data, which tracks social media mentions through Twitter, shows the social share gains at adidas (ADDYY) in 2016 have peaked and that Under Armour's sponsorship strategy is "lifting brand heat." The data, along with channel checks that show athletic trends are healthy, indicate the Under Armour brand is strong, Konik tells investors in a research note. With a large global growth opportunity, a "severely compressed" market cap and "overly negative" sell-side analysts, now is the time to buy the stock, Konik again argues. He sees "significant upside" in the shares and keeps a Buy rating on Under Armour with a $27 price target. The stock closed yesterday down 34c to $19.31.

RBC Capital analyst Piral Dadhania raised the firm's price target on Adidas to EUR 250 from EUR 230 and keeps an Outperform rating on the shares.