Under Armour stumbles: FY26 revenue down 8% to $2.9B, $496M loss as turnaround stalls
Shares fell 16.7% after Under Armour posted an 8% revenue decline and $496M net loss. North America sales dropped 7% while international markets grew (EMEA +7.1%, APAC +12.7%, LATAM +22.4%). CEO Kevin Plank now prioritises a marketing reset amid weak brand positioning and outlet reliance.
Under Armour's FY2026 revenue fell 8% to $2.9B with a $496M net loss; shares dropped 16.7%. CEO Kevin Plank prioritises marketing reset. Analysts cite margin pressure, outlet reliance, loss of Steph Curry, and weak brand positioning despite international growth.
Why this matters
Under Armour's FY26 results extend a multi-year turnaround struggle, with North America weakness and outlet channel reliance offsetting double-digit international gains and pressuring Plank's brand reset strategy.
Retail-brand signals steady at 88 in the last 90 days, indicating consistent sector-wide activity.