Under Armour is resetting again.
The Baltimore-based sportswear maker lowered its financial outlook for the year amid soft consumer demand in the U.S. and Asia, while announcing it will reduce a further 25% of products it produces over the next 18 months in an effort to sell fewer products overall, but a higher proportion at full price.
The announcement of the further reduction in SKUs comes one quarter after Under Armour said it had completed a 25% product cull and issued a flat guidance for its fiscal 2027, which began in April. The company’s cutbacks continue despite some recent high-profile sports marketing victories, including distance runner Sharon Lokedi’s second straight Boston Marathon title and Ferran Torres’ World Cup-winning goal for Spain in UA cleats.
“I’m proud of the way that our teams are showing up in moments that matter, winning marathons and World Cups, but we need to translate that into more commercial success, especially as it relates to footwear,” Kevin Plank, Under Armour founder and chief executive, said.
Of the further 25% product reduction, Plank said the company “will sell so much more of so many less products at a much higher, full-retail price, and this mission is well underway.”
