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Under Armour, Inc. (UA)

For informational purposes only. Not financial advice. Analysis by Sedat Aydin, Founder & Editor-in-Chief | AI-powered analysis. Data sourced from SEC filings and institutional-grade financial providers. Editorially reviewed. Not financial advice.

Under Armour, Inc. (UA) trades at $5.16 with AI Score 51/100 (Hold). Under Armour, Inc. develops, markets, and distributes performance apparel, footwear, and accessories. Market cap: 2214278565, Sector: Consumer cyclical.

Last analyzed: Feb 4, 2026
Under Armour, Inc. develops, markets, and distributes performance apparel, footwear, and accessories. The company operates globally through wholesale channels, retail stores, and e-commerce platforms.
51/100 AI Score MCap 2B Vol 7M

Under Armour, Inc. (UA) Consumer Business Overview

CEOKevin A. Plank
Employees6800
HeadquartersBaltimore, MD, US
IPO Year2016

Under Armour: a leading innovator in performance apparel, footwear, and accessories, targeting athletes and active consumers globally. Despite recent profitability challenges, Under Armour aims to reignite growth through strategic brand investments, enhanced product innovation, and a strengthened direct-to-consumer presence, positioning it for long-term value creation.

Data Provenance | Financial Data Quantitative Analysis NASDAQ Analysis: Feb 4, 2026

Investment Thesis

Investing in Under Armour presents a notable opportunity for long-term growth, despite its current negative P/E ratio of -30.50 and a negative profit margin of -1.7%. The company's strong brand recognition and focus on performance apparel and footwear provide a solid foundation for future expansion. A key value driver is Under Armour's ability to innovate and introduce new products that resonate with athletes and active consumers. Growth catalysts include expanding its direct-to-consumer (DTC) channel, enhancing its e-commerce platform, and strategically investing in marketing to drive brand awareness and customer engagement. By focusing on these areas, Under Armour can improve its profitability and generate sustainable revenue growth, making it an attractive investment for those with a long-term perspective.

Based on FMP financials and quantitative analysis

Key Highlights

  • Gross margin of 47.4% indicates strong pricing power and efficient cost management in product manufacturing and distribution.
  • Presence in multiple regions including the United States, Canada, Europe, the Middle East, Africa, the Asia-Pacific, and Latin America provides diversification and access to various markets.
  • Operates 422 brand and factory house stores, demonstrating a significant direct-to-consumer retail presence.
  • Beta of 1.80 indicates higher volatility compared to the market, suggesting potential for higher returns but also greater risk.
  • Market capitalization of $2.63 billion reflects its established position in the athletic apparel and footwear industry.

Competitors & Peers

Strengths

  • Strong brand recognition and reputation.
  • Established distribution network.
  • Innovative product technologies.
  • Global presence in multiple regions.

Weaknesses

  • Negative profit margin and P/E ratio.
  • High beta indicating higher volatility.
  • Dependence on wholesale channels.
  • Inconsistent financial performance.

Catalysts

  • Upcoming: Launch of new innovative product lines in apparel and footwear.
  • Ongoing: Expansion of direct-to-consumer channels through e-commerce and retail stores.
  • Ongoing: Strategic partnerships with athletes and influencers to enhance brand visibility.
  • Ongoing: Investments in digital marketing and technology to drive customer engagement.

Risks

  • Potential: Economic downturns affecting consumer spending on discretionary items.
  • Potential: Intense competition leading to price wars and margin compression.
  • Potential: Supply chain disruptions impacting production and distribution.
  • Ongoing: Fluctuations in currency exchange rates affecting international sales.
  • Ongoing: Negative profitability impacting investor confidence.

Growth Opportunities

  • Growth opportunity 1: Expanding the direct-to-consumer (DTC) channel represents a significant growth opportunity for Under Armour. By increasing its focus on e-commerce and its own retail stores, the company can improve its profit margins and build stronger relationships with its customers. The global e-commerce market is projected to reach trillions of dollars in the coming years, providing a vast market for Under Armour to tap into. Investing in a seamless online shopping experience and personalized marketing can drive DTC sales and enhance brand loyalty.
  • Growth opportunity 2: International expansion offers substantial growth potential for Under Armour. While the company already operates in multiple regions, there is room to further penetrate emerging markets in Asia-Pacific and Latin America. These regions have a growing middle class and increasing participation in sports and fitness activities. Tailoring products and marketing strategies to local preferences can help Under Armour gain market share and establish a strong presence in these high-growth markets. This expansion should be measured and ROI focused.
  • Growth opportunity 3: Product innovation is crucial for Under Armour to maintain its competitive edge. Investing in research and development to create new and innovative performance apparel, footwear, and accessories can attract new customers and retain existing ones. Focusing on sustainable materials and manufacturing processes can also appeal to environmentally conscious consumers. The market for innovative sports apparel and footwear is constantly evolving, and Under Armour must stay ahead of the curve to capture market share.
  • Growth opportunity 4: Leveraging digital platforms and technology can enhance Under Armour's customer engagement and drive sales. The company's MapMyRun and MapMyRide platforms provide valuable data and insights into customer behavior, which can be used to personalize marketing messages and product recommendations. Integrating these platforms with its e-commerce website and retail stores can create a seamless omnichannel experience. Investing in augmented reality (AR) and virtual reality (VR) technologies can also enhance the online shopping experience and drive customer engagement.
  • Growth opportunity 5: Strategic partnerships and collaborations can help Under Armour expand its reach and credibility. Collaborating with athletes, influencers, and other brands can create buzz and generate demand for its products. Partnering with sports teams and leagues can also increase brand visibility and drive sales. These partnerships should be carefully selected to align with Under Armour's brand values and target audience. These collaborations can also extend into the metaverse.

Opportunities

  • Expanding direct-to-consumer channels.
  • Penetrating emerging markets.
  • Developing sustainable products.
  • Leveraging digital platforms and technology.

Threats

  • Intense competition from established players.
  • Changing consumer preferences.
  • Economic downturns affecting consumer spending.
  • Supply chain disruptions.

Competitive Advantages

  • Strong brand recognition and reputation for performance apparel.
  • Established distribution network through wholesale channels and direct-to-consumer platforms.
  • Proprietary technologies and innovations in apparel and footwear.
  • Loyal customer base driven by product quality and brand affinity.

About UA

Under Armour, Inc., founded in 1996 by Kevin Plank, emerged from a simple idea: to create a superior athletic shirt that kept athletes cool and dry during intense activity. Plank, then a University of Maryland football player, started the company from his grandmother's basement in Washington, D.C. The initial product, a moisture-wicking shirt, quickly gained traction among athletes. From its humble beginnings, Under Armour has evolved into a global leader in performance apparel, footwear, and accessories. The company offers a wide range of products designed for various sports and activities, including running, training, basketball, and outdoor pursuits. Its product lines include compression apparel, fitted apparel, loose-fitting apparel, and innovative footwear technologies like HOVR. Under Armour operates through wholesale channels, including sporting goods chains and department stores, as well as through its own network of brand and factory house stores and e-commerce websites. With a presence in the United States, Canada, Europe, the Middle East, Africa, the Asia-Pacific, and Latin America, Under Armour continues to expand its global footprint and solidify its position as a leading athletic brand.

What They Do

  • Develops performance apparel for men, women, and youth.
  • Markets performance apparel, footwear, and accessories.
  • Distributes performance apparel, footwear, and accessories.
  • Offers apparel in compression, fitted, and loose fit types.
  • Provides footwear for running, training, basketball, and other sports.
  • Offers accessories such as gloves, bags, and headwear.
  • Provides digital subscription and advertising services through MapMyRun and MapMyRide.

Business Model

  • Sells products through wholesale channels to sporting goods chains, retailers, and department stores.
  • Sells products directly to consumers through brand and factory house stores.
  • Sells products directly to consumers through e-commerce websites.
  • Generates revenue from digital subscription and advertising services.

Industry Context

Under Armour operates in the highly competitive athletic apparel and footwear industry. This sector is characterized by constant innovation, evolving consumer preferences, and intense competition from established players like Nike and Adidas, as well as emerging brands. The industry is experiencing growth driven by increasing health and fitness awareness, rising disposable incomes, and the growing popularity of athleisure wear. Under Armour differentiates itself through its focus on performance-enhancing products and its strong brand identity. The company faces the challenge of maintaining its market share and profitability in this dynamic landscape, requiring continuous investment in product development, marketing, and distribution.

Key Customers

  • Athletes of all levels, from amateur to professional.
  • Active consumers who participate in sports and fitness activities.
  • Teams and leagues through institutional athletic departments.
  • Consumers seeking performance-enhancing apparel and footwear.
AI Confidence: 73% Updated: Feb 4, 2026

Financials

Chart & Info

Under Armour, Inc. (UA) stock price: $5.16 (+0.09, +1.78%)

Latest News

Analyst Consensus

Consensus Rating

Aggregated Buy/Hold/Sell recommendations from Benzinga, Yahoo Finance, and Finnhub for UA.

Price Targets

Wall Street price target analysis for UA.

MoonshotScore

51/100

What does this score mean?

The MoonshotScore rates UA's growth potential on a scale of 0-100 across multiple factors including innovation, market disruption, financial health, and momentum.

UA Consumer Cyclical Stock FAQ

What does Under Armour, Inc. do?

Under Armour, Inc. is a global leader in the development, marketing, and distribution of performance apparel, footwear, and accessories. The company offers a wide range of products designed for athletes and active consumers, including compression apparel, fitted apparel, loose-fitting apparel, and innovative footwear technologies. Under Armour sells its products through wholesale channels, including sporting goods chains and department stores, as well as through its own network of brand and factory house stores and e-commerce websites. The company also provides digital subscription and advertising services through its MapMyRun and MapMyRide platforms.

Is UA stock worth researching?

UA stock presents a mixed picture. While the company has strong brand recognition and a focus on performance apparel, its current negative P/E ratio of -30.50 and profit margin of -1.7% raise concerns. However, the company's growth opportunities, such as expanding its direct-to-consumer channel and penetrating emerging markets, offer potential for future growth. Investors should carefully consider the risks and potential rewards before investing in UA stock, focusing on its ability to improve profitability and generate sustainable revenue growth. Monitor key metrics like gross margin and revenue growth closely.

What are the main risks for UA?

Under Armour faces several key risks. Intense competition from established players like Nike and Adidas could lead to price wars and margin compression. Economic downturns could reduce consumer spending on discretionary items like apparel and footwear. Supply chain disruptions could impact production and distribution, leading to lost sales and increased costs. Fluctuations in currency exchange rates could affect international sales and profitability. The company's current negative profitability also poses a risk, as it could impact investor confidence and access to capital.

What are the key factors to evaluate for UA?

Under Armour, Inc. (UA) currently holds an AI score of 51/100, indicating moderate score. Key strength: Strong brand recognition and reputation.. Primary risk to monitor: Potential: Economic downturns affecting consumer spending on discretionary items.. This is not financial advice.

How frequently does UA data refresh on this page?

UA prices update in real time during U.S. market hours (9:30 AM-4:00 PM ET, weekdays). Fundamentals refresh after quarterly or annual filings. Analyst ratings and AI insights update daily. News is aggregated continuously from financial sources.

What has driven UA's recent stock price performance?

Recent price movement in Under Armour, Inc. (UA) can be influenced by earnings results, analyst revisions, sector rotation, and broader market sentiment. Notable catalyst: Strong brand recognition and reputation.. Check the News and Technical Analysis tabs for the latest drivers. Past performance does not predict future results.

Should investors consider UA overvalued or undervalued right now?

Determining whether Under Armour, Inc. (UA) is overvalued or undervalued requires examining multiple metrics. Compare valuation ratios (P/E, P/S, EV/EBITDA) against sector peers for a comprehensive view.

What research should beginners do before buying UA?

Before investing in Under Armour, Inc. (UA), research these four areas: (1) the company's revenue model and competitive position (see Company Overview), (2) financial health through revenue growth, margins, and cash flow (see MoonshotScore), (3) what Wall Street analysts recommend and their price targets (see Analyst tab), and (4) specific risk factors that could impact the stock (see Risk Factors section).

Disclaimer: This content is for informational purposes only and does not constitute investment advice. Always do your own research and consult a financial advisor.

Official Resources

Analysis updated AI Score refreshed daily
Data Sources & Methodology
Market data powered by Financial Modeling Prep & Yahoo Finance. AI analysis by Stock Expert AI proprietary algorithms. Technical indicators via industry-standard calculations. Last updated: .

Data provided for informational purposes only.

Analysis Notes
  • Information is based on available data and may be subject to change.
  • Investment decisions should be based on individual risk tolerance and financial situation.
Data Sources

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