Under Armour Stock Price, News & Analysis

Under Armour, Inc. (NYSE: UAA) is a Maryland-incorporated company in the manufacturing sector, classified within All Other Miscellaneous Textile Product Mills. According to company disclosures and recent press releases, Under Armour is headquartered in Baltimore, Maryland and operates as an inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Its products and experiences are described by the company as being designed and engineered to make athletes better and to empower human performance.

Business focus and product categories

Under Armour develops, markets, and distributes performance-oriented athletic apparel, footwear, and accessories. Company materials consistently refer to its focus on branded athletic performance products, with apparel, footwear, and accessories each reported as distinct revenue categories in its financial results. The firm positions its offerings around performance and sports credibility, emphasizing products for athletes across different levels of competition.

In its public communications, Under Armour highlights that its products and experiences are intended to empower human performance. This framing reflects a focus on performance apparel and footwear engineered for athletic use, as well as accessories that complement these core categories.

Geographic reach and channels

Under Armour reports operations and revenue across North America and international regions. In its financial updates, the company breaks out revenue between North America and international markets, with further detail for EMEA, Asia-Pacific, and Latin America. This indicates a global footprint with multiple regional segments contributing to its overall business.

The company also distinguishes between wholesale and direct-to-consumer revenue. Wholesale revenue reflects sales to external partners, while direct-to-consumer revenue includes sales through channels that Under Armour operates itself. Within direct-to-consumer, Under Armour reports revenue from owned and operated stores and from eCommerce, indicating a mix of physical retail and digital distribution.

Stock listing and capital structure

Under Armour’s securities are registered under Section 12(b) of the Securities Exchange Act, and the company’s Class A common stock trades on the New York Stock Exchange under the symbol UAA. Its Class C common stock trades on the New York Stock Exchange under the symbol UA, as disclosed in its Form 8-K filings. The company’s filings also describe the existence of multiple share classes with differing voting rights, including non-voting Class C common stock.

Financial reporting and segments

Under Armour reports its financial performance in accordance with U.S. Generally Accepted Accounting Principles (GAAP) and supplements these results with non-GAAP measures such as "currency neutral" and "adjusted" amounts. In its earnings releases, the company presents revenue by product category (apparel, footwear, and accessories) and by channel (wholesale and direct-to-consumer), as well as by geography (North America and international regions, including EMEA, Asia-Pacific, and Latin America).

The company also discusses gross margin, selling, general and administrative expenses (SG&A), restructuring charges, operating income or loss, net income or loss, and diluted earnings or loss per share. Non-GAAP measures are used to exclude items such as restructuring charges, transformation expenses, litigation settlement expenses, and certain other impacts that management states are not central to its core operations.

Restructuring and transformation initiatives

Under Armour has disclosed a fiscal 2025 restructuring plan aimed at improving financial and operational efficiencies. The plan includes restructuring and impairment charges and additional transformational expenses. The company has reported cash-related and non-cash-related components of these charges and has indicated that remaining charges are expected to be recognized by the end of fiscal 2026.

In a later update, Under Armour announced an expansion of its fiscal 2025 restructuring plan, with additional restructuring actions approved by its Board of Directors. These actions include contract terminations, asset impairments, and employee severance and benefits costs. The company links these initiatives to an updated outlook for adjusted operating income, reflecting expected financial benefits from restructuring and transformation efforts and operational efficiency improvements.

Brand and strategic focus

In its public statements, Under Armour emphasizes a focus on sports credibility, performance, and innovation in its products, combined with operational discipline. Management commentary describes efforts to elevate products and storytelling, tighten distribution, refine the operating model, and reposition the brand. The company has referenced a category-led operating model and a strategic reset intended to strengthen brand positioning and support what it describes as a turnaround.

Under Armour has also communicated a disciplined focus on its namesake brand. In connection with this, the company and Stephen Curry announced plans to separate Curry Brand from Under Armour. Under Armour states that it will continue to develop UA Basketball products and support athletes and programs across different levels of the game, while Curry Brand becomes independent. The company has indicated that it does not anticipate a significant effect on its consolidated financial results or profitability from this separation and has provided an estimate for its total global basketball business revenue, including Curry Brand, for a future fiscal period.

Capital markets activity

The company has engaged in capital markets transactions, including a private offering of 7.250% Senior Notes due 2030. Under Armour disclosed that these notes are senior unsecured obligations, guaranteed on a senior unsecured basis by certain subsidiaries. The company has stated its intention to use the net proceeds, together with other funding sources, to redeem, repurchase, or otherwise retire its outstanding 3.25% Senior Notes due 2026 or to satisfy and discharge its obligations under those notes.

In a separate filing, Under Armour reported that it irrevocably deposited sufficient funds with the trustee to satisfy and discharge the 3.25% Senior Notes due 2026, resulting in the company’s release from remaining obligations under those notes and the related indenture, other than obligations that expressly survive satisfaction and discharge.

Corporate governance and shareholder matters

Under Armour holds an annual meeting of stockholders at which directors are elected, executive compensation is subject to an advisory vote, and the appointment of the independent registered public accounting firm is ratified. Voting results disclosed in Form 8-K filings show the election of directors, approval of executive compensation on an advisory basis, and ratification of the appointment of PricewaterhouseCoopers LLP as the independent registered public accounting firm for a specified fiscal year. A stockholder proposal presented at the annual meeting was not approved, based on reported voting results.

The company’s definitive proxy statement provides notice of the annual meeting, identifies the matters to be voted on, and specifies that holders of Class A and Class B common stock as of a record date are entitled to vote, while holders of Class C common stock have no voting power on the items of business at the meeting.

Leadership and executive changes

Under Armour’s filings and press releases describe changes in key leadership positions. The company announced that Reza Taleghani will join as Executive Vice President and Chief Financial Officer and principal financial officer, with the current Chief Financial Officer expected to step down from that role and remain as a senior advisor for a transition period. The company has disclosed compensation terms for the incoming Chief Financial Officer, including base salary, signing bonus, incentive opportunities, equity awards, and eligibility for executive severance and relocation benefits.

In a separate Form 8-K, Under Armour reported that its Chief Product Officer, a named executive officer, will step down on a specified date to pursue other opportunities and will continue to support the product creation organization as a Special Advisor under a consulting services agreement. The filing outlines the expected consulting compensation, continued vesting of outstanding equity awards during the consulting term, and certain tax support services.

Share repurchase program

Under Armour has disclosed a share repurchase program approved by its Board of Directors, authorizing repurchases of Class C common stock over a multi-year period up to a specified dollar amount. The company has reported periodic repurchases of Class C shares, including the number of shares retired and total cost, and has indicated that these repurchases are part of the authorized program.

Use of non-GAAP measures and risk disclosures

In its earnings releases and filings, Under Armour explains its use of non-GAAP financial measures such as adjusted operating income, adjusted net income, adjusted diluted earnings per share, and currency-neutral results. The company states that these measures are presented to provide additional insight into underlying performance by excluding certain items, and that reconciliations to the most directly comparable GAAP measures are provided in supplemental financial information.

Forward-looking statements in the company’s communications are accompanied by cautionary language describing risks and uncertainties that could cause actual results to differ materially from expectations. These risk factors include changes in economic or market conditions, global events, trade policy and tariffs, competition, supply chain costs, the execution of strategies and restructuring plans, consumer demand, foreign currency fluctuations, regulatory compliance, data security, public health emergencies, and litigation or other proceedings, among others identified in the company’s disclosures.