Under Armour, Inc. (NYSE: NYSE:UAA, UA) experienced a 5.5% decline in share 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 product, brand, and commercial growth. The aim of these initiatives is to enhance shareholder value creation in the long term. The company also reaffirmed its fiscal 2025 full-year outlook, initially provided alongside its second-quarter fiscal 2025 earnings results released in November.
Investors are closely monitoring Under Armour's shift towards prioritizing full-priced sales, efforts to rejuvenate its innovation pipeline, and the impact of new senior Brand/Creative/Design talent. President and CEO Kevin Plank emphasized the company's commitment to strengthening the Under Armour brand and ensuring consistent execution. "As a global Sports House, we are hard at work putting in place the people, structures, and strategies essential to realizing Under Armour's full potential over the long-term," said Plank.
Under Armour's strategy is built on four core pillars: Product, Story, Service, and Team. The company plans to streamline its product creation engine and assortment, revolutionize products with transformative innovations, and ensure an aligned category-centric, go-to-market process. The aim is to connect more holistically with athletes' needs globally and regionally.
The company intends to evolve its operating model to be consumer-led, with collaborative alignment and clear accountability across product, marketing, and commercial functions. This approach is designed to increase brand affinity and leverage Under Armour's underdog positioning through storytelling that resonates with resilience and grit.
Commercial strategies will be executed with market-specific focus across the Americas, Europe, Middle East, and Africa, and Asia-Pacific regions. In the Americas, the focus will be on resetting and strengthening the brand, reinvigorating the focus on Team Sports, and reprioritizing marketing investments. In Europe, 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 Armour'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 lineup coming in Fall 2025, a clear underdog brand positioning, and purposeful, disciplined marketplace management, I am confident that our actions are gaining traction. We are running a more agile and focused company, and our strategies are fostering renewed brand strength, which we believe will ultimately improve our ability to drive sustainable, profitable growth for our shareholders."
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