Apr
27
More Marketing Ahead for Under Armour After Its First Quarterly Loss
Posted in: Uncategorized
Under Armour is having some performance issues. The Baltimore-based sportswear company had long been on an upswing with consumers, but a challenging retail environment, along with rising competition in the too-trendy athleisure space, is taking a toll. When reporting its first-quarter earnings on Thursday, the brand listed its first-ever loss and cited weakness in North American sales.
Company executives and analysts expect that a boost in marketing in the coming months might help propel the retailer forward.
Such advertising will focus around product innovation, like Under Armour’s new Threadborne performance fabric, which CEO Kevin Plank called “ridiculously soft.”
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