Under Armour Analyst Day: Company Introduces 2023 Strategic Plan

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Key Points

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.

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

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