Under Armour Basketball Spinning 2024 Annual Report

2025

ANNUAL REPORT

June 26, 2025

 

Dear Shareholders,

 

Reflecting on fiscal 2025 evokes clarity, conviction, and confidence. It was a year that marked a pivotal turning point for Under Armour as we made key choices and laid the foundation for the future. We are building a stronger, sharper, and more focused brand, one that is rooted in our founding values and reimagined with the discipline and ambition necessary to lead in a new era of sport.

 

We approached this past year with a deliberate strategy: simplify to sharpen, focus to grow, and act with the agility that today’s environment demands. That work – though challenging at times – has been decisive. We elevated the brand with higher-quality revenue, unlocked meaningful SG&A efficiencies, and embraced our identity with greater purpose. And we accomplished this while navigating top-line pressure, proving our resilience, and reaffirming our belief in the power of a well-executed plan.

 

Let me be clear: we are not yet where we want to be – but we are no longer where we were. That progress matters. Still, in a year when both revenue and earnings contracted, we are not satisfied. Our standard is clear: sustainable growth in revenue, profitability, and shareholder value. Nothing less.

 

We Are a Sports House

 

Our story has always been unique. We were created by athletes for athletes. Rooted in the belief that performance products could be improved – and that every underdog deserves the tools to exceed expectations. That spirit is alive and well.

 

Under Armour is a globally relevant Sports House. We’ve recommitted to our roots – supporting those who have to earn their shot not by luck or legacy but by hard work, grit, and resilience – athletes who have no choice but to live by the rule of 10,000 hours of practice to achieve excellence. We exist to serve them, and in doing so, we elevate the next generation of greatness.

 

Achraf Hakimi
Nika Mühl
Justin Jefferson

 

Sharpening Strategy. Driving Discipline. Building for the Long Term.

 

As the macro environment continued to evolve, we stayed focused on what we could control: discipline, operational precision, and brand intent. Our fourth-quarter performance exceeded expectations, enabling us to surpass our fiscal 2025 adjusted outlook. We met or exceeded every initial target set last May – and significantly, we strengthened our gross margin, the clearest financial indicator of brand health. This improvement was driven by reduced discounting and early progress in regaining pricing power – both critical signals of the brand’s future potential.

 

This is not accidental. It is the result of a long-term strategy to reshape our approach of going to market. From start to finish, we are building an ecosystem that begins with unique innovation and culminates in premium go-to-market execution. Every touchpoint matters: breakthrough product design, expertly trained sales teams, a brand-appropriate retail presence, and cultural storytelling that empowers our audience to believe in and purchase from UA.

 

That ecosystem is not theoretical; it is operational. From our SlipSpeed ECHO collaboration with Stephen Curry and luxury designer Mansory to our upcoming UA HALO premium line and No Weigh backpack, our product stories are becoming more compelling, cohesive, and elevated. And we’re just getting started.

 

UA Curry Brand X Masonry
Toni Rudiger

 

From Complexity to Clarity

 

We are becoming leaner, more intentional, and more agile. Our forward model is demand-led rather than inventory-led. Our portfolio is tighter, our priorities clearer, and our capital allocation more precise. The result is a business with greater velocity and a clearer vision – where quick-strike drops and trend-led storytelling meet operational discipline and long-term investment.

 

Category Management is the backbone of this evolution.

 

By aligning product, marketing, and regional teams around key categories – such as Training, Team Sports, Basketball, Golf, Running, Sportswear, and more – we create true accountability, accelerate decision-making, and make excellence scalable. This structural shift is already driving sharper execution and unlocking more value.

 

 

The Heart of It All: Product

 

Our most powerful driver is innovation. That’s why, upon returning as CEO, my initial focus was on the product engine. Without a great product, there is nothing else.

 

While we anticipated a sales contraction in fiscal 2025, we were encouraged by areas of strong product momentum. In apparel, our HeatGear base layers continued to deliver, the Unstoppable collection resonated with consumers, and we saw promising growth in our women’s bras and bottoms. In footwear, the Curry Brand, Velociti Elite, and several new designs showed encouraging signs, positioning us well for future growth.

 

The No Weigh backpack isn’t just a product; it’s a metaphor. It demonstrates what’s possible when Under Armour applies its performance lens to everyday categories. With patent-pending auxetic suspension straps, revolutionary utility, and a premium price point, it redefines expectations. This approach – delivering more value through fewer, better products at higher full-price sell-through, supported by compelling storytelling – is the blueprint for what’s to come

 

No Weigh Backpack
UA Echo
UA Courtside Collection

 

From Brand Heat to Brand Love

 

We have always embraced innovation. What we haven’t done well enough, in recent years, is tell that story. That is changing.

 

Under Eric Liedtke’s leadership, our storytelling now has clear direction and a distinct voice. Our alignment with product has never been stronger. From Stephen Curry extending his NBA record with over 4,000 three-pointers in the Curry 12, to Sharon Lokedi winning the Boston Marathon in the UA Velociti Elite, to Achraf Hakimi capturing his second Champions League title in the UA Shadow Elite – we’re showing up in moments that matter, with authenticity, boldness, and relevance.

 

We’re also becoming more intentional with how we invest – and what we expect in return. With a $500 million marketing budget, our focus isn’t on doing more but on doing it better: creating bigger moments, driving deeper impact, and amplifying our efforts more strategically. The goal is clear – building brand heat that fuels brand love, drives pricing power and ultimately, sustainable growth.

 

 

Transforming Our Marketplace

 

North America is undergoing transformation. We’ve enhanced our eCommerce platform to deliver a more premium experience, leading to higher full-price sales and a stronger average unit retail value. Our Factory House and Brand House stores are evolving into more curated and differentiated retail environments. Furthermore, we are working to improve our tiered-market strategy to align store formats with local opportunities for enhanced returns.

 

We are also refining our wholesale strategy to enhance the brand’s presentation in the marketplace. This means focusing on fewer, high-quality products that align with a clear and cohesive brand vision while strengthening strategic partnerships with key accounts. The goal is to deliver more consistent, premium consumer experiences at scale – strengthening brand equity and driving higher-quality growth across all channels.

 

In EMEA, our strongest-performing region in fiscal 2025, we are intensifying our efforts in key markets and expanding through a performance-driven category focus. In APAC, we’re working to reset for long-term, full-price growth, with initial traction confirming our belief in a disciplined, patient approach.

 

UA Sports House Campus
UA Sports House Campus

 

Raising the Bar – Together

 

Behind every one of these moves is a world-class leadership team. We’ve added exceptional talent, brought in new perspectives, and elevated our internal standards of execution. The transition to our new global headquarters has further energized our culture, infusing Under Armour with a sense of connection, creativity, and clarity of purpose.

 

We also welcomed three exceptional new board members: Dawn Fitzpatrick, Gene Smith, and Rob Sweeney. Their expertise in finance, sports, and operations enhances our capacity to scale with discipline and agility, and their contributions are already influencing our strategic direction.

 

Looking Ahead: Vision & Velocity

 

In fiscal 2026, our ambition is clear: achieve stability and fuel our reinvention. We are not following yesterday’s playbook. We are creating tomorrow’s Under Armour.

 

Product. Story. Service. Team. These are the pillars of our transformation, and our conviction in each is unshakable. We are moving with urgency, clarity, and bold intention—because while we may have more time than we think, we do not have as much as we would like. Therefore, we are taking action. Now.

 

This company was founded on challenging convention and outworking the competition. That spirit lives on in every product we design, every athlete we serve, and every choice we make. Under Armour is moving forward – with purpose, with pride, and with the belief that our best chapters are yet to come.

 

Thank you for your partnership and ongoing support. We’re just getting started.

 

Humble & Hungry,

 

KEVIN PLANK

President & CEO

Under Armour, Inc.

Board of Directors