Under Armour's Fiscal Year 2025 Annual Report included a letter from President and CEO Kevin Plank, reflecting on the year as a pivotal turning point for the company. Plank highlighted the laying of a foundation for a stronger, sharper, and more focused brand, rooted in its founding values and reimagined for a new era of sport.
The company's strategy for the year focused on simplifying to sharpen, focusing to grow, and acting with agility, which Plank stated led to elevated brand positioning with higher-quality revenue and meaningful SG&A efficiencies. Despite revenue and earnings contraction, the CEO expressed confidence in the progress made, emphasizing that the company is 'no longer where we were.'
Key initiatives mentioned include the evolution to a category management operating model, accelerating innovation with products like SlipSpeed ECHO and the upcoming UA HALO collection, and redefining the core base layer category with NEOLAST. The company also detailed efforts to enhance its North America retail experience and refine its wholesale strategy, alongside strengthening its leadership team and board.
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