The ad instructed Lululemon to buy Under Armour. Tweet. "Lululemon's way more profitable," Wilson told CNBC's " Squawk Alley " on Friday. The opportunity for Lululemon is particularly ripe because Under Armour's market share has gotten whacked over the past few months, Wilson said. The label recently reported a dramatic slowdown in sales, which Wilson attributed partly to Sports Authority's bankruptcy. The shuttering of that chain's 450 stores has contributed to bloated inventory levels in the athletic space, forcing markdowns.