Under Armour was flat Friday following three consecutive days of gains

Friday at a glance: pronounced bearish sentiment in the market pushed the sports equipment company into a notable 0.23% slide Friday, falling 2 cents and ultimately closing at $8.84.

Support/Resistance levels obtained from chart analysis indicate that after reaching the $8.78 support zone, Under Armour Inc bounced and climbed 6 cents above it. Trend and momentum analysis indicates that the Commodity Channel Index (CCI) indicator is below -100, meaning the market price is unusually low and below its rolling moving average. Technical analysis indicates that a new, strong downtrend could be forthcoming with short positions favored. Under Armour formed a session range of $8.78 to $8.88 leaving buyers and sellers highly concentrated around an active Fibonacci support level of $8.83. Analysis based on the asset volatility indicates that Under Armour's upper Bollinger Band® is at $9.48 and the lower is $8.76.

All in all, the technical analysis suggests Under Armour has no clear-cut direction.

Meanwhile, mixed performances were seen by other consumer discretionary stocks as Amazon traded at $106.96 after closing Friday's trading day at $103.81 (up 3.03%). Walt Disney was up 1.53%. Alibaba went down to $89.13, losing 1.77% after it closed at $90.74 Friday.

The stock has been trending positively for about a month. The sports equipment company has shed 25.92% over the past three months.