Editorial credit: Roman Zaiets / Shutterstock.com
Major Marketing Push and Brand Repositioning to Reignite Consumer Engagement
Executive Summary:
Under Armour, led by CEO Kevin Plank in a strategic return, is undergoing a major brand overhaul aimed at reversing declining sales and regaining consumer loyalty. Despite an 11% year-over-year revenue drop in Q2, the company’s net income surged nearly 63%, indicating that Under Armour’s pivot to a premium, less promotion-heavy approach is gaining some financial traction. Plank’s strategy involves a dual focus on enhancing brand equity and reconnecting with customers through the most ambitious marketing campaign in Under Armour’s history, set for 2025.
A key part of this turnaround effort includes strengthening relationships with wholesale partners and securing more shelf space. Plank acknowledged the need to “earn” their place season by season, noting areas for improvement, particularly in their retail presentations. To spearhead brand repositioning, Under Armour has brought on Eric Liedtke, a former Adidas executive, to redefine brand strategy. The focus on storytelling is central to Plank’s vision, positioning Under Armour as a source of inspiration rather than just another athletic brand.
While Under Armour’s decision to scale back on discounts and promotions is a strategic move to establish a premium market position, this approach has contributed to sales declines. However, the brand aims to attract consumers by being “an incredibly loud brand and quiet company,” focusing on impactful stories and quality products that resonate emotionally. The planned marketing initiative, combined with improved products and a clear focus on brand positioning, highlights Under Armour’s commitment to regaining relevance and consumer trust in a competitive market.
