Under Armour Analyst Day: Company Introduces 2023 Strategic Plan

Executive Summary

Following two years of transformation, Under Armour has built its new five-year plan around two strategic priorities: protect and perform.

• Elevating the Under Armour brand will entail innovation, consumer centricity and selective wholesale distribution while returning to the brand’s core: athletic performance and the “Focused Performer” customer.
• International, China, footwear, women’s and direct-to-consumer targeted as growth opportunities.
• Management tightened 2018 guidance and provided an initial 2019 outlook.