Under Armour has announced its growth strategy centered on four pillars and aimed at enhancing and fortifying the brand over the long term.

The strategy, revealed during an investor meeting in New York City, focuses on four key elements – product, story, service and team.

In terms of product, the company plans to streamline its assortment to deliver a simplified and more deliberate presentation. It will also focus on innovations to boost performance and improve its design language.

For better storytelling, the brand will engage its “underdog positioning” infused with resilience and grit, as well as launch significant and impactful activation to amplify awareness.

The company will also execute specific commercial strategies for each region, including resetting and strengthening the brand in the Americas, continuing to leverage its reputation in EMEA, and navigating the near-term dynamic environment in Apac.

Regarding its team, Under Armour will leverage its experienced leaders and teammates to execute strategies with increased alignment, efficiency, and effectiveness.

“With a significantly strengthened product lineup coming in Fall 2025, a clear underdog brand positioning, and purposeful, disciplined marketplace management, I am confident that our actions are gaining traction,” said president and CEO Kevin Plank.

“We are running a more agile and focused company, and our strategies are fostering renewed brand strength, which we believe will ultimately improve our ability to drive sustainable, profitable growth for our shareholders.”

Under Armour reported an 11 per cent decline in sales for the second quarter of this fiscal year. The company expected Revenue to decrease by a low double-digit per cent for the full year.