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Prime News delivers timely, accurate news and insights on global events, politics, business, and technology
Under Armor, Inc. (NYSE: NYSE:A, UA) saw a 5.5% drop in its stock price following an investor meeting held today in New York City. During the event, senior executives presented an extensive qualitative overview of the company’s strategies for business, brand and product growth. The objective of these initiatives is to improve the creation of value for shareholders in the long term. The company also reaffirmed its full-year fiscal 2025 outlook, initially provided alongside fiscal second-quarter 2025 earnings results released in November.
Investors are closely watching Under Armour’s shift toward prioritizing full-price sales, efforts to rejuvenate its innovation portfolio, and the impact of new senior brand, creative and design talent. President and CEO Kevin Plank emphasized the company’s commitment to strengthening the Under Armor brand and ensuring consistent execution. “As a global sports house, we are working hard to put in place the people, structures and strategies essential to realizing Under Armour’s full potential over the long term,” Plank said.
Under Armor’s strategy is based on four fundamental pillars: product, history, service and team. The company plans to optimize its product creation engine and assortment, revolutionize products with transformative innovations and ensure an aligned and category-focused go-to-market process. The goal is to connect more comprehensively with the needs of athletes globally and regionally.
The company intends to evolve its operating model to be consumer-facing, with collaborative alignment and clear accountability across business, marketing and product functions. This approach is designed to increase brand affinity and leverage Under Armour’s underdog positioning through storytelling that resonates with resilience and determination.
The business strategies will be executed with a specific market focus on the Americas, Europe, Middle East, Africa and Asia-Pacific regions. In the Americas, the focus will be on reestablishing and strengthening the brand, revitalizing the focus on team sports and reprioritizing marketing investments. In Europe, the Middle East and Africa, the strategy includes leveraging the brand’s reputation, focusing on regionally relevant sports categories and expanding in key countries. In Asia-Pacific, the plan is to protect the brand, elevate channel discipline and leverage global marketing to increase engagement.
Under Armor’s team pillar highlights the importance of leveraging a strengthened leadership team to improve execution strategies, optimize capacity utilization, and energize a culture of leadership, teamwork, and accountability.
Plank concluded with optimism about the company’s direction: “With a significantly strengthened product line arriving in fall 2025, clear underdog brand positioning, and disciplined and purposeful market management, I am confident that our stock is gaining We are executing more agile and focused management, and our strategies are fostering renewed brand strength, which we believe will ultimately enhance our ability to drive sustainable and profitable growth for our shareholders.”
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