Strategic Shift to Consumer-Centric External Initiatives
The company is shifting from internal cost and efficiency initiatives to outward-facing efforts focusing on brand engagement, marketing, messaging, channel expansion, and innovation.
Plans include leveraging digital experiences, social media, influencers, and personalized product options aligned with consumer values such as organic, native plants, and pet-safe products.
Management emphasizes connecting with younger consumers through new media channels and influencer partnerships, notably Martha Stewart.
Under Armour's Brand Reinvention and Strategic Focus
Kevin Plank emphasized a bold reinvention to reposition Under Armour as a sharper, more focused brand blending sports, style, and innovation.
The company is shifting from operating more like a company to a brand-first approach, prioritizing brand health and cultural relevance.
Management highlighted progress in realigning the product engine, simplifying operations, and reducing SKU count by 25% to improve focus and execution.
The strategic shift includes premiumizing top products, redesigning top volume items, and expanding into higher ASP categories to elevate brand perception.
Leadership is committed to building deeper consumer connections through authentic storytelling, influencer partnerships, and targeted marketing campaigns.
The company is actively working to address past broad assortments and complex material libraries to sharpen product offerings and improve pricing.