Under Armour will focus its ongoing realignment more strongly on product quality, full-price sales, and a streamlined product range. In the first quarter of fiscal year 2027, group sales declined by 3,2 percent to approximately $1,1 billion. The decline was particularly pronounced in the footwear business: Footwear revenue fell by 7,7 percent to $245,3 million.
CEO Kevin Plank announced that the company will deliberately offer fewer products in the future, focusing instead on models with clear positioning and higher full-price ratios. "We will sell significantly more of significantly fewer products at a much higher full-price price," Plank explained. To achieve this, Under Armour is reducing the number of items, streamlining inventory, and aiming to lessen its reliance on discount promotions.
In the footwear sector, the company is focusing on performance running shoes and models such as SlipSpeed. At the same time, collaboration between product development, marketing, and sales is to be strengthened. According to Plank, the customer doesn't need "more choice, but better choice."
The restructuring is also a reaction to the prolonged weakness of the footwear business. In the recently concluded fiscal year 2025/26, shoe sales had already fallen by 10,8 percent to approximately US$1,08 billion.
