Athletic brands are struggling to find their footing in 2023 — and now one of the biggest American companies is adjusting its outlook after falling short of expectations.
Under Armour saw revenue decline by 1% in its most recent fiscal quarter with a 2% drop in North America, its largest market. With the slowdown in sales, Under Armour is now telling investors that its annual revenue may dip between 2% and 4% — the company had been hoping to come out flat or slightly ahead year-over-year.
Amid the up-and-down year, Under Armour has remained active in sports.
Notre Dame reportedly reached a new $100 million licensing extension with the brand in a deal believed to be the richest apparel collaboration in college athletics. Under Armour also signed Golden State Warriors superstar Stephen Curry to an extension that could end up becoming a lifetime deal.
Under Armour Isn’t Alone
Just this week, Adidas reported a revenue dip of 6% as it continues to deal with the fallout from terminating its contract with rapper Ye, formerly known as Kanye West. The German brand said that sales in North America had fallen 10%.
Last month, Puma reported a weaker-than-expected quarter, with operating profit down slightly to $252.3 million.
