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Under Armour Cuts Profit Outlook as CEO Pivots to Monthly Product Push

Milena Thomas
Published Nov 6, 2026
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Summary:
  • Shares fell as Under Armour reduced its profitability guidance, clouding its turnaround story.
  • The company now anticipates gross margin will climb roughly 220 basis points by March for the current fiscal year, which is 50 basis points under August's view.
  • CEO Kevin Plank will spotlight a single product each month to lift brand recognition and demand.

Outlook Trimmed, Shares Drop

Under Armour's stock slid after the company dialed back its profitability expectations, casting fresh doubt on its recovery. The shares fell as much as 8.8% on Friday, and Nike also traded lower.

Management now expects gross margin to improve by about 220 basis points for the fiscal year that runs through March. That is 50 basis points under its August projection, with the company pointing to higher freight and fuel costs and the effects of inventory management.

Marketing Shift and Operational Moves

CEO Kevin Plank is putting marketing at the center of the plan. On a Friday call with analysts, he said, "Marketing remains our largest opportunity as a brand to turn the trajectory of our business." As part of that push, the company will promote one hero product each month to build recognition and spur demand.

Under Armour has also been narrowing its lineup and pulling back on discounts after pressure from tariffs. The strategy is meant to simplify the offering and support pricing.

In times of change, smarter tools like AI can sharpen investor decisions. We're hosting our first ever investor livestream on 11/17 to show you how to use ChatGPT and Claude to invest like a pro, hosted by Briefs Finance CEO Jaspreet Singh. Save your seat.

Demand Soft Patch and Regional Pressure

Plank said demand cooled in North America and he expects a double digit drop in revenue this quarter. He also flagged continuing pressure linked to turmoil in the Middle East and to rivals working through excess stock.

What It Means for Your Portfolio

The update underscores that the turnaround still needs to win over investors. Even so, the shares were up 12% for the year before Friday's move, roughly matching the S&P 600 Consumer Discretionary Index's advance.

If you want an edge, learning practical AI strategies can help. On 11/17, our CEO Jaspreet Singh goes live for our first ever investor livestream on how to use ChatGPT and Claude to invest like a pro. Register to join him.

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