#United States #New York City #Under Armour #Sports House #Kevin Plank

Under Armour's Strategic Vision

On December 12, 2024, Under Armour, Inc. (NYSE: UAA, UA) convened an investor meeting in the heart of New York City, where the company’s senior leadership laid out a comprehensive overview of their product, branding, and monetary strategies. This event marked a significant moment for the company as it reasserted its commitment to delivering enhanced value for its shareholders as they head towards fiscal year 2025.

In his presentation, Kevin Plank, Under Armour's President and CEO, emphasized the importance of their seasoned leadership team. He stated, "Today, we reviewed our plans to enhance and fortify the Under Armour brand, highlighting our commitment to effective execution and alignment as we look towards the future." Under Armour positions itself as a global sports house, aiming to equip athletes from head to toe, whether on the field, in the gym, or during casual outings.

Four Pillars of Strategy

Under Armour’s strategy is built around four essential pillars, designed to guide the brand’s efforts moving forward:

1. Product

To optimize their product offerings, Under Armour plans to streamline its creation engine and merchandising approach. The goal is to achieve a simple yet impactful presentation that resonates with athletes and consumers alike. They intend to revolutionize product development through transformative innovations that enhance performance and elevate design language. Moreover, the company aims for a category-centric market approach that bridges athlete requirements with regional commercial strategies.

2. Story

The company seeks to shift its operational model to a more consumer-led structure, which fosters collaboration and accountability across its various functions. This evolution aims to amplify brand loyalty through storytelling that emphasizes resilience and grit, core attributes of Under Armour’s ethos. The marketing strategy will pivot to launching significant activations designed to capture the attention of young athletes engaged in team sports.

3. Service

Under Armour’s market-specific commercial strategies will adapt across different regions:

• - Americas: Renew the brand through careful marketplace management focused on premium representation and Team Sports. The marketing will aim to revitalize outreach to youth athletes.
• - Europe, Middle East, and Africa (EMEA): Maintain brand strength by ensuring premium distribution and segmenting effectively. The approach will encompass regionally relevant categories to leverage commercial opportunities, expanding from the UK into key markets like France, Germany, and Spain.
• - Asia-Pacific: Protect brand reputation amid a fluctuating market landscape while enhancing awareness and engagement through impactful global marketing initiatives.

4. Team

Under Armour plans to harness its experienced leadership team to drive the execution of its strategic objectives. This includes prioritizing initiatives that maximize capacity and productivity while fostering a culture of teamwork and accountability across the organization.

Future Outlook

With expectations of a significantly revamped product lineup arriving in Fall 2025 and a resolute underdog brand image, Plank conveyed confidence in the company’s renewed direction. He asserted, "We are operating a more agile and focused company, and our strategies are contributing to a stronger brand presence. This will ultimately improve our ability to generate sustainable, profitable growth for our shareholders."

The investor meeting not only served to inform stakeholders but also to reinforce Under Armour's commitment to agility, brand identity, and a robust growth trajectory. The presentations from executive leaders, including Chief Product Officer Yassine Saidi and SVP of Brand Strategy Eric Liedtke, further illustrated the multi-faceted approach Under Armour is embracing in a highly competitive landscape.

All presentations from the meeting will be archived for stakeholder access, reinforcing Under Armour's dedication to transparency and communication. As Under Armour navigates the path ahead, its strategic focus is set on authentic growth in product innovations and brand alignment, firmly placing the company in a competitive position as they venture into fiscal year 2025.