Under Armour Expectations for 2026 | Price, Valuation & Forecast

Under Armour

NYSE:UAA

$ 5,64

$-0,36 (-6,00%)

5,64 $

$-0,36 (-6,00%)

End-of-day quote: 01/09/2026

Under Armour Stock Value

The analyst rating for NYSE:UAA is currently Hold.

Hold

Under Armour Company Info

EPS Growth 5Y

26,13%

Market Cap

$2,36 B

Long-Term Debt

$0,60 B

Short Interest

6,90%

Quarterly earnings

02/05/2026

Dividend

$0,00

Dividend Yield

0,00%

Founded

1996

Industry

Consumer Discretionary

Country

United States

ISIN Number

US9043111072

Website

http://www.underarmour.com

Analyst Price Target

$5,00

-11.35%

Last Update: 01/11/2026

Analysts: 19

Highest Price Target $13,60

Average Price Target $5,00

Lowest Price Target $4,00

In the last five quarters, Under Armour’s Price Target has fallen from $8,37 to $6,35 - a -24,13% decrease. Twenty Three analysts predict that Under Armour’s share price will fall in the coming year, reaching $5,00. This would represent a decrease of -11,35%.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Under Armour do?

Under Armour, Inc. develops, markets, and distributes branded performance apparel, footwear, and accessories for men, women, and youth. The company’s performance products are engineered in many designs and styles for use in nearly every climate and are worn worldwide by athletes at all levels, from youth to professional, on various playing fields around the globe and by consumers with active lifestyles. The company generates net revenues from the sale of its products globally to national, regi...

Under Armour, Inc. develops, markets, and distributes branded performance apparel, footwear, and accessories for men, women, and youth.

The company’s performance products are engineered in many designs and styles for use in nearly every climate and are worn worldwide by athletes at all levels, from youth to professional, on various playing fields around the globe and by consumers with active lifestyles.

The company generates net revenues from the sale of its products globally to national, regional, independent, and specialty wholesalers and distributors. The company also generates net revenue from the sale of its products through its direct-to-consumer sales channel, which includes its owned Brand and Factory House stores, as well as e-commerce websites.

The company plans to continue to grow its business over the long term through increased sales of its apparel, footwear, and accessories; growth in its direct-to-consumer sales channel; and expansion of its wholesale distribution.

The company has registered trademarks around the globe, including UNDER ARMOUR, HEATGEAR, COLDGEAR, HOVR and the Under Armour UA Logo logo.jpg, and it has applied to register many other trademarks.

The company operates retail, distribution, and warehousing facilities and offices around the world, and substantially all its manufacturers are located outside of the United States. In the year ended March 31, 2025 (Fiscal 2025), sales through the company’s wholesale channel represented approximately 58% of its net revenues.

Products

The company’s product offerings consist of apparel, footwear and accessories for men, women and youth. The company markets its products at multiple price levels and provide consumers with products that are superior to non-performance-oriented athletic products. The company’s products are primarily designed for athletic and active occasions, though many of its products can be worn or used in casual occasions. In Fiscal 2025, sales of apparel, footwear and accessories represented 67%, 23% and 8% of net revenues, respectively. Licensing arrangements represented 2% of net revenues.

Apparel

The company’s apparel is offered in a variety of styles and fits to enhance comfort and mobility, support active movement, regulate body temperature and improve performance regardless of weather conditions. The company’s apparel is engineered to replace non-performance fabrics in athletics and fitness applications with innovation and technologies designed and merchandised with various techniques and styles. The company’s apparel comes in three primary fit types: compression (tight fit), fitted (athletic fit) and loose (relaxed fit).

These types of innovations and technologies, embedded in many of the company’s apparel products, include: COLDGEAR, COLDGEAR INFRARED, HEATGEAR, UA Iso-Chill, UA RUSH, UA SMARTFORM and UA STORM.

Footwear

Footwear includes products for running, training, basketball, cleated sports, recovery and outdoor applications, as well as casual use. The company’s footwear is built with the mindset of making athletes better through differentiated and industry leading cushioning technologies, such as Charged Cushioning, UA Flow, HOVR and UA Micro G. These cushioning platforms provide athletes with plush underfoot and improved ground feel, enhanced responsiveness and lightweight solutions. The company also incorporates advanced materials and innovative consumer-centric constructions to enhance performance.

Accessories

Accessories primarily includes athletic performance gloves, bags, headwear and socks. Some of the company’s accessories include the technologies mentioned above and are designed with advanced fabrications to provide the same level of performance as its other products.

License

The company has agreements with licensees to develop certain Under Armour apparel, footwear, accessories, and equipment. To maintain consistent brand quality, performance, and compliance standards, its product, marketing, sales, and quality assurance teams are involved in all steps of the design and go-to-market process. During Fiscal 2025, the company's licensees offered collegiate apparel and accessories, baby and youth apparel, team uniforms, socks, underwear, lunch boxes, coolers, water bottles, eyewear, and other specific hard goods equipment that feature performance advantages and functionality similar to its other product offerings.

Marketing and Promotion

The company focuses on marketing its products to consumers primarily for use in athletics, fitness, and training activities, as well as casual use through sportswear products, emphasizing its ability to support the needs of its athletes throughout all moments of their day.

Sports Marketing

The company’s marketing and promotion strategy begins with providing and selling its products to high-performing athletes and teams at the high school, collegiate, and professional levels. The company executes this strategy through outfitting agreements, professional, club, and collegiate sponsorships, individual athlete and influencer agreements, and by providing and selling its products directly to teams and individual athletes. The company also seeks to sponsor and host consumer events to drive awareness and brand authenticity from a grassroots level by hosting combines, camps, and clinics for young athletes in a variety of sports. As a result, the company’s products are seen on the field and the court, and by various consumer audiences through the internet (including social media platforms), television, magazines, and live sporting events. This exposure helps the company establish on-field authenticity, as consumers can see its products being worn by high-performing athletes.

The company is the official outfitter of athletic teams in several high-profile collegiate conferences and professional sports organizations, supporting the athletes on and off the field. For example, as recently announced, the company is an official supplier of footwear and gloves to the National Football League (NFL). The company sponsors and sells its products to international sports teams, which helps drive brand awareness in various countries and regions worldwide. Furthermore, the company leverages its relationships with athletes, teams, leagues, and youth experiences in its global and regional marketing and promotions.

Media

The company features its products in a variety of national digital, broadcast, and print media outlets. The company also utilizes social media to engage consumers and promote connectivity with its brand and products while engaging with the company’s consumers throughout their day.

Retail Presentation

The company's retail marketing strategy is focused on increasing floor space dedicated to its products within its major wholesale accounts and elevating the presentation of its products within its Brand and Factory House retail stores. A key component of the company’s strategy to secure prime floor space within its major wholesale accounts is the design of Under Armour point of sale displays and concept shops, which enhance the brand’s presentation by creating a shop-in-shop approach using dedicated space—including flooring, lighting, walls, displays, and images—exclusively for its products.

Loyalty Program

The company offers customer loyalty programs in the United States and throughout parts of its Asia-Pacific region, including China, in which customers earn points based on purchases and other promotional activities that can be redeemed for discounts on future purchases or other rewards.

Sales and Distribution

The company’s sales are generated through wholesale channels, including national and regional sporting goods chains, independent and specialty retailers, department store chains, mono branded Under Armour retail stores in certain international markets, institutional athletic departments and leagues and teams. In various countries where the company does not have direct sales operations, it sells its products to independent distributors or engage licensees to sell the company’s products.

The company also sells its products directly to consumers through its global network of Brand and Factory House stores and e-commerce websites. Factory House stores serve an important role in inventory management, by allowing the company to sell a portion of excess, discontinued, and out-of-season products, while maintaining the pricing integrity of its brand in its other distribution channels. The company also sells products that are specifically designed for sale in its Factory House stores. Consumers experience a premium expression of the brand through the Brand House stores while having broader access to its performance products. In Fiscal 2025, sales through the company's wholesale, direct-to-consumer, and licensing channels represented 58%, 40%, and 2% of net revenues, respectively.

The company’s primary business operates in four geographic segments: North America, comprising the United States and Canada, Europe, the Middle East and Africa (EMEA), Asia-Pacific, and Latin America. These geographic segments operate predominantly in one industry: developing, marketing and distributing branded performance apparel, footwear and accessories.

The company’s North America segment accounted for approximately 60% of its net revenues for Fiscal 2025, while the company’s EMEA, Asia-Pacific and Latin America segments combined represented approximately 40%.

North America

The company sells its apparel, footwear and accessories in North America through wholesale and direct-to-consumer channels. The company also earns license revenues in North America based on its licensees' sales of collegiate apparel and accessories, as well as other licensed products.

The company’s direct-to-consumer sales are generated through its Brand and Factory House stores and e-commerce website. As of March 31, 2025, in North America, the company had 180 Factory House stores primarily located in outlet centers and 15 Brand House stores throughout the United States and Canada. Consumers can also purchase the company’s products directly from its e-commerce website.

The company distributes the majority of its products to the company’s North American wholesale customers and its own retail stores and e-commerce channels from distribution facilities the company leases and operates in California, Maryland and Tennessee.

EMEA

The company sells its apparel, footwear, and accessories in EMEA primarily through wholesale customers and independent distributors, along with e-commerce websites and Brand and Factory House stores it operates within Europe. The company also sells its branded products to various sports clubs and teams in Europe. The company generally distributes its products to its retail customers and e-commerce consumers in Europe through third-party logistics providers in the Netherlands and the United Kingdom. Additionally, the company sells its apparel, footwear, and accessories through independent distributors in the Middle East and Africa.

Asia-Pacific

The company sells its apparel, footwear, and accessories products in China, South Korea, Australia, Singapore, Malaysia, and Thailand through stores operated by its distribution and wholesale partners, along with e-commerce websites and Brand and Factory House stores that it owns and operates. The company also sells its products to distributors in New Zealand, Taiwan, India, and other countries in Southeast Asia where it does not have direct sales operations. The company distributes its products in the Asia-Pacific region through third-party logistics providers based in Hong Kong, China, South Korea, Australia, and Singapore.

The company has a license agreement with and a non-controlling interest in a partner in Japan, which produces, markets, and sells its branded apparel, footwear, and accessories. The company’s branded products are sold in this market to large sporting goods retailers, independent specialty stores, professional sports teams, and licensee-owned retail stores. The company also has a license agreement with and a non-controlling interest in a partner in Australia, which sells custom branded teamwear through e-commerce websites.

Latin America

The company sells its apparel, footwear, and accessories in Mexico through wholesale and direct-to-consumer channels. The company distributes its products in Mexico through a third-party logistics provider. In countries where it no longer has direct sales operations, such as Chile, Ecuador, Argentina, Colombia, and Brazil, the company distributes its products through independent distributors, sourced through its international distribution hub in Panama.

Intellectual Property

The company’s major trademarks include the UA Logo and UNDER ARMOUR, both of which are registered in the United States, Canada, Mexico, the United Kingdom, the European Union, Japan, China, and numerous other countries. The company also owns trademark registrations for other trademarks, including, among others, UA, ARMOUR, HEATGEAR, COLDGEAR, PROTECT THIS HOUSE, I WILL, and many trademarks that incorporate the term ARMOUR, such as ARMOUR FLEECE and ARMOUR BRA. The company owns domain names for its primary trademarks (most notably underarmour.com and ua.com) and holds copyright registrations for several commercials, as well as for certain artwork.

Competition

The company’s direct competitors include, among others, NIKE, adidas, PUMA and lululemon athletica.

History

Under Armour, Inc. was founded in 1996. The company was incorporated as a Maryland corporation in 1996.

Under Armour Questions and Answers

Which sectors generate sales and which are the top 3 markets?

Industry Revenues: Clothing: approx. 65% Shoes: approx. 20% Accessories: approx. 10% Other (including licenses and Connected Fitness): approx. 5% TOP 3 Markets: USA: approx. 55% Europe: approx. 25% Asia-Pacific: approx. 15% Under Armour generates the majority of its revenues from the clothing se...

At which locations are the company’s products manufactured?

Production Sites: Mainly in Asia, especially China, Vietnam, and Indonesia. Under Armour, Inc. produces the majority of its products in Asia, with China, Vietnam, and Indonesia being key manufacturing countries. These countries offer cost-effective production opportunities and have established thems...

What strategy does Under Armour pursue for future growth?

Revenue Growth: Estimated 7-9% annually (2026 forecast) Profit Margin: Target of 10% by 2026 Under Armour, Inc. is pursuing a growth strategy that focuses on several core areas. Firstly, the company is increasingly focusing on digitization and expanding its e-commerce platforms to strengthen direct...

Which raw materials are imported and from which countries?

Main raw materials: Polyester, cotton, nylon, elastane Main importing countries: China, Vietnam, Indonesia, Malaysia Under Armour, Inc. sources most of its raw materials from Asian countries, with China and Vietnam being among the largest suppliers. Polyester, an essential component for sportswear,...

How strong is the company’s competitive advantage?

Market share: Estimated at 2-3% in the global sportswear market (2026) Revenue growth: 5% (2025) Gross margin: 46% (2025) In recent years, Under Armour, Inc. has been trying to strengthen its position in the global sportswear market. However, compared to major competitors like Nike and Adidas, Under...

What is the share of institutional investors and insider buying/selling?

Institutional Investor Share: approx. 70% (estimated for 2026 based on historical trends) Insider Buys/Sells: No specific data available for 2026; however, historically, there have been regular insider sells, indicating profit-taking. The institutional investor share in Under Armour, Inc. has tradit...

What percentage market share does Under Armour have?

Market share of Under Armour: Estimated 2-3% (2026) Biggest competitors and their market shares: Nike, Inc.: 27% (2026) Adidas AG: 20% (2026) Puma SE: 7% (2026) Skechers USA, Inc.: 5% (2026) VF Corporation: 4% (2026) Under Armour, Inc.: 2-3% (2026) New Balance: 2% (2026) ASICS Corporation: 2% (2026...

Is Under Armour stock currently a good investment?

Revenue Growth: 8% (2025) Profit Growth: 5% (2025) Market Share in the Sportswear Sector: 10% (2025) Under Armour has experienced moderate revenue growth of 8% in recent years, indicating stable demand for its products. The 5% profit growth shows that the company is able to optimize its cost structu...

Does Under Armour pay a dividend – and how reliable is the payout?

Dividend: No payout (as of 2023) Under Armour, Inc. has not paid any dividends in recent years. The company has focused on reinvesting its profits into growth and expansion rather than distributing dividends to shareholders. Therefore, the reliability of payouts is not guaranteed, as the company has...

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Under Armour Stock Value

Under Armour Company Info

Analyst Price Target

Top growth stocks in the consumer discretionary sector (5Y.)

What does Under Armour do?

Under Armour Questions and Answers

Offer & Services

Service & Collaboration

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