CEO Kevin Plank says marketing investment will remain flat, but will be utilised in “micro doses” rather than “big splashes”.
Under Armour claims to have made “substantial progress” in reshaping its brand narrative under the leadership of brand president Eric Liedtke, who joined from Adidas last August.
The sports apparel brand has been struggling with poor sales and falling revenue declines in the last few years. Despite attempts to reposition the brand previously, Under Armour has struggled with inconsistent marketing and an over-reliance on discounting and promotions.
To fight its decline, last year the brand announced a restructure and plan to refocus its marketing strategy. This includes a “category-led” focus and fewer products, less performance and promotional marketing, and stronger brand storytelling.
