Sunday October 1, 2023

Under Armour, Columbia Facing Headwinds

  • Under Armour and Columbia were downgraded by market analysts Stifel.
  • The analyst foresaw short-to-mid-term concerns limiting the upside of both brands.
Under Armour/Design: Alex Brooks
Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied

Under Armour and Columbia were downgraded by market analysts Stifel, highlighting the challenges facing the sports category.

Analyst Jim Duffy lowered the two brands from “Buy” to “Hold” — while lowering Nike’s price target but maintaining its “Buy” rating.

The analyst foresaw short-to-mid-term concerns limiting the upside of both brands.

  • Under Armour may have elevated levels of inventory, which could encourage price cuts and promotions.
  • Columbia could be impacted by warm weather and a shortened snow season.
  • Both could be affected by an economy-wide drop in demand due to government stimulus money running out.

In-Person Retail Lagging

Both Nike and Under Armour have struggled to get foot traffic at their retail stores back to pre-pandemic levels. In November, both saw in-person visits fall 11.9% below the same period in 2019, according to, and Nike has not matched 2019 levels in any month since April.

Under Armour’s net revenues rose 7.8% year-over-year in the third quarter to $1.5 billion, with net income nearly tripling from $38.9 million the previous year to $113.4 million.

It remains to be seen if rising COVID cases in the U.S. lead to renewed interest in apparel and at-home fitness.

On Wednesday, California reimposed a mask mandate for all indoor businesses, including gyms, with certain exceptions in cases where everyone involved is vaccinated.

Copy Link
Link Copied
Link Copied

What to Read


NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.

How Daktronics Helps Elite Athletic Programs Secure Top Talent

How colleges are utilizing Daktronics' displays to elevate recruiting.

WBD Pursues ‘Different’ Strategy For Sports on Max

Company to place all of its live sports on new streaming tier

Colorado's Epic Victory Sets New ESPN Prime Time Viewership Record

Coach Prime Deion Sanders delivered in prime time on ESPN.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Baltimore Looks To Return To The Oriole Way

Lease deal offers new hope, but market and economic challenges remain.
College football is taking over Saturday night.
September 30, 2023

How College Football’s Biggest Games Took Over Saturday Night

Network competition and West Coast storylines helped college football stage a coup.
September 29, 2023

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.
September 29, 2023

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Los Angeles Angels designated hitter Shohei Ohtani hits against the Tampa Bay Rays during the sixth inning at Angel Stadium.

Shohei Ohtani Tops MLB Jersey Sales List For First Time

He's the first Japanese player to headline the list in MLB history
Inter Miami forward Lionel Messi following the victory against Los Angeles FC at BMO Stadium.
September 29, 2023

Lionel Messi’s Inter Miami Jersey Headlines 2023 MLS Sales

Messi had MLS’ top-selling jersey in his first season.
David Creech, Fara Leff, and Paul Rivera pose with cans of their coffee brand Beekeeper Coffee.
September 26, 2023

Coffee Is Becoming The Next Big Trend in Sports

Luminaries from Klutch Sports, Springhill Co., and others are founding Beekeeper Coffee.
A view of the inside of Adidas' Asia-Pacific headquarters in Shanghai.
September 22, 2023

Adidas CEO Apologizes for Defending Ye’s Antisemitic Comments

Adidas cut ties with Ye in October 2022.
September 20, 2023

Adidas CEO Stands Behind Ye Nearly Year After Brand Cut Ties

Gulden's comments mark rare and surprising corporate move
Philadelphia Eagles jerseys.
September 19, 2023

Fanatics Fumbles Eagles Merchandise, Pauses Future Shipments

Michael Rubin has apologized for crooked Eagles apparel sent to fans.
Amer Sports, the parent company of Wilson Sporting Goods and Louisville Slugger, has filed for an IPO according to Bloomberg.
September 7, 2023

IPO Could Reportedly Value Wilson Parent at $10 Billion

The NFL, NBA, NCAA, and U.S. Open tennis use Wilson game balls.
Foot Locker's Q1 sales dropped 11.4%.
August 23, 2023

Sports Retailers, Brands Struggle As Consumer Habits Shift

Foot Locker and Peloton are seeing their stock prices dip.