Under Armour (UA) Status Update summary

Strategic vision and brand positioning

• Emphasizes a shift to a consumer- and category-led operating model, focusing on accountability and winning the 16- to 24-year-old team sport athlete.

• Brand is repositioning around the underdog spirit, aiming to emotionally connect with consumers and disrupt the system.

• Plans a major multi-year brand campaign, the largest in company history, to drive advocacy and reasons to love and buy the brand.

• Focus on premiumizing the brand, moving away from price-based selling to story-driven value and product innovation.

• Leadership team is restructured with new talent and a culture of accountability, creativity, and agility.

Product innovation and portfolio transformation

• Product engine transformed from divisional to category management, reducing SKUs by 25% and consolidating materials and technologies.

• Innovation is centered on technical performance, design, and sustainability, with new technologies like NEOLAST and Flow.

• Launching new footwear and apparel lines (Aura, Echo, Arc 96) with elevated design language and integrated logo elements.

• Focus on better and best product tiers, with premium price points and reduced promotional activity, especially in DTC channels.

• Collaboration and storytelling will be key, with new partnerships and a celebration of the brand’s 30th anniversary.

Regional strategies and market opportunities

• APAC: Focus on premium positioning, DTC-first model, and leveraging local partnerships and ambassadors, especially in China.

• EMEA: Consistent quality revenue growth, premium positioning, and focus on four key markets (UK, France, Germany, Spain) with team sports and footwear as growth drivers.

• Americas: Resetting brand focus on team sport athletes, simplifying assortments, reducing promotions, and elevating retail experiences.

• All regions are aligning under a unified global brand campaign and leveraging local insights for tailored execution.