LULU would be much much worse option, for reasons outside of the cool factor but on the cool factor as a member of the Gen Z community I can tell you UA is starting to make a comeback (really has gone down since 2015 period) so seeing a comeback in popularity. LULU on the hand stopped being cool in the 2023-2024 period, it also has way more direct competitors, alo, even on. so while you could argue the whole sector is not a great place to allocate capital (which I would agree with) LULU is a bad example.
they very clearly have high conviction and are taking a more activist role, wade Burton has more of an informational advantage than any of us, so just allow them to allocate capital its not sizeable anyways. the brand doesn't need to get back to 2005 level of coolness, much like constellation doesn't need to get back to crazy 2024 trading multiples in order to be a good investment.