Under Armour Faces Setback Amid Sales Decline Forecast

Article Summary

Under Armour’s turnaround efforts hit a snag as the company forecasted a 6–7% revenue drop for the current quarter—double the decline analysts expected. The Baltimore-based athletic brand has been navigating restructuring since last year, but economic headwinds, cautious consumer behavior, and tariff pressures are complicating progress. CEO Kevin Plank emphasized a renewed focus on premium product positioning and higher average selling prices. Despite these efforts, shares fell up to 15% in premarket trading and are down nearly 20% year-to-date, signaling investor concern over the brand’s ability to sustain momentum in a challenging retail environment.

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Local Business Types for Broadcasters to Consider Contacting

Independent Athletic Gear Retailers
These businesses can leverage Under Armour’s brand recognition and consumer interest in performance wear. Broadcast campaigns can spotlight local alternatives and drive foot traffic through product comparisons and promotions.
Fitness Studios and Personal Trainers
With Under Armour focusing on premium positioning, local fitness professionals can align with aspirational branding. Broadcasters can create lifestyle-driven content that connects fitness goals with apparel choices.
Sports Rehab and Physical Therapy Clinics
These service providers cater to active consumers and athletes—ideal audiences for performance apparel messaging. Broadcast partnerships can highlight recovery stories and gear recommendations.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Gear Up & Go” – A weekly feature promoting local athletic retailers and fitness services, paired with motivational segments and listener giveaways to energize the community.
TV Station Commercial Idea: “Fit for the Comeback” – A visual campaign following local athletes or fitness enthusiasts overcoming challenges, with Under Armour-inspired styling and product tie-ins.
Digital Advertising Campaign Idea: “Challenge Accepted” – A social media series inviting users to share their fitness goals and progress, with branded gear giveaways and spotlight features on local fitness influencers.