Under Armour, Inc. Class A (UAA)

Under Armour's stock price has been impacted by several events in the past six months. The stock price experienced a significant decline of 56.33% between November 2024 and November 2025. Over the last 12 months, the stock's price decreased by 53.68%. In May 2024, Kevin Plank returned as CEO, and the company announced a $500 million stock repurchase plan and a restructuring plan. In August 2024, Under Armour reported better-than-expected first-quarter fiscal 2025 results despite a 10% revenue decline. In November 2024, the Q3 CY2024 earnings report showed a 10.7% year-on-year revenue fall but beat estimates, leading to a stock jump, though management guided for a diluted EPS loss for fiscal 2025. In October 2025, Under Armour reported first-quarter fiscal 2026 results, indicating regional weakness, particularly in North America, and forecasting a low double-digit decline for the second quarter. Footwear sales declined by 14%, and the Q3 FY26 guidance fell short of expectations.

Demand for Under Armour's products is influenced by seasonal transitions and varying product cycles. Product lines like HEATGEAR, COLDGEAR, and ALLSEASONGEAR cater to different seasonal temperatures, indicating a direct link between product demand and seasonal weather patterns. As apparel is part of discretionary spending, broader market movements and consumer discretionary trends also influence demand patterns.

Under Armour, Inc. (UAA) is an American sportswear company specializing in branded performance apparel, footwear, and accessories for men, women, and youth, operating within the Consumer Cyclical sector and Apparel Manufacturing industry. Its core business revolves around innovative performance-enhancing products in apparel, footwear, and accessories. Apparel comes in compression, fitted, and loose fits, designed for different seasons like HEATGEAR, COLDGEAR, and ALLSEASONGEAR. Footwear caters to running, training, basketball, and casual use. Accessories include gloves, bags, headwear, and socks. Under Armour also offers digital subscription and advertising services. Key brands include UNDER ARMOUR, UA, HEATGEAR, COLDGEAR, HOVR, PROTECT THIS HOUSE, I WILL, UA Logo, ARMOUR FLEECE, and ARMOUR BRA.

Under Armour has a global presence divided into four geographic segments: North America, Europe, the Middle East and Africa (EMEA), Asia-Pacific, and Latin America. The company distributes its products through wholesale channels, including sporting goods chains, independent retailers, and department stores, and direct-to-consumer channels, encompassing e-commerce websites and over 400 brand and factory house stores globally.

In the past year, Under Armour has focused on re-establishing its brand reputation. Kevin Plank's return as CEO signaled a strategic shift to move away from an image as a discount workout brand and to prioritize brand prominence. The company aims to elevate its design and innovation and strengthen its connection with athletes. Successful marketing campaigns have reportedly improved brand awareness among younger consumers. However, the brand has also faced challenges with weak demand across global markets and a highly competitive retail environment.

Under Armour's ownership structure includes institutional, retail, and individual investors. Institutional investors hold approximately 61% of the company's shares as of July 2024. Major institutional owners include BlackRock, Inc., Vanguard Group Inc, BDT Capital Partners, LLC, FMR LLC, Dimensional Fund Advisors Lp, Susquehanna International Group, Llp, FIL Ltd, Fairfax Financial Holdings Ltd/ Can, Marshall Wace, Llp, and Alyeska Investment Group, L.P. The general public holds about 14% ownership. Key individual shareholders include Kevin Plank, David Bergman, and Douglas Coltharp.