Under Armour, Inc. (UA) Stock Price & How to Invest
Last updated July 2026
Short answer
You can invest in Under Armour (UA) by buying shares or fractional shares at any major US broker, through an apparel or consumer-discretionary ETF that holds it, or as one position in a thematic basket. Under Armour is a global athletic apparel, footwear, and accessories brand best known for performance sportswear. The core thesis today is a turnaround: founder Kevin Plank returned as CEO and is trying to reset the brand as a premium, less-discounted business after years of declining sales, especially in North America. One key nuance for buyers is share class. UA is the Class C stock, which carries no voting rights, while UAA is the Class A stock with one vote per share; the two track the same business and usually trade close together, so most investors pick UA or UAA on price and liquidity, not control.
UA stock price
As of 2026-07-14, Under Armour, Inc. (UA) last closed at $6.39, down 2.6% over the past year. Over the past 52 weeks it has traded between $3.96 and $7.88.
Prices are daily closing prices from Yahoo Finance and may be delayed. For the live quote, check your broker or Under Armour, Inc.'s investor relations page. Walnut is informational, not investment advice.
What does Under Armour, Inc. (UA) do?
Under Armour designs and sells performance apparel, footwear, and accessories under the Under Armour brand, competing in a crowded athletic-wear market against far larger and faster-growing rivals. Its business spans wholesale (department and sporting-goods stores) and direct-to-consumer (its own stores and website), across North America, EMEA, Asia-Pacific, and Latin America. After a period of rapid early growth, the company spent years struggling with declining North American sales, heavy promotions that eroded its premium image, and management turnover. Founder Kevin Plank returned as CEO and launched a multi-year reset focused on fewer, better products, less discounting, tighter operations, and rebuilding brand marketing.
Fiscal 2026, which ended March 31, 2026, showed a business still shrinking but working to stabilize: full-year revenue fell about 4% to roughly $5.0 billion, and the company recorded a sizable GAAP net loss driven partly by restructuring charges, though adjusted results were modestly profitable. North America, its largest and most troubled market, kept declining while international revenue grew. Management expanded a restructuring plan and set out a fiscal 2027 outlook centered on stabilizing the top line and elevating marketing. The investment question is whether Plank's premium-reset strategy can restore pricing power and growth before rivals like Nike, Adidas, Lululemon, and newer brands such as On and Hoka take more share. Note the share structure: UA (Class C, no vote) and UAA (Class A, one vote) represent the same company, with founder-held Class B shares concentrating control.
What's driving Under Armour, Inc. (UA)?
1. Founder-led premium reset
Kevin Plank's return as CEO anchors the turnaround. The strategy is to reset Under Armour as a premium brand by cutting excessive promotions, curating a tighter product line, and restoring discipline after years of drift. Success would mean better full-price selling and healthier margins. The risk is that resetting a brand's image is slow and uncertain, and near-term sales often fall further before any recovery takes hold.
2. Margin and cost restructuring
Under Armour expanded a restructuring plan aimed at streamlining its operating model, cutting costs, and improving profitability even as revenue declines. Management has pointed to targets for operating income and a leaner cost base. If the reset stabilizes the top line while costs come down, the profit profile can improve. But restructuring charges weighed on reported results, producing a large GAAP net loss in fiscal 2026.
3. International growth vs North America weakness
The regional split is central to the story. In fiscal 2026 international revenue grew while North America, the company's biggest market, kept shrinking. A healthier international business shows the brand still resonates abroad, but Under Armour cannot fully recover until it stabilizes its home market. Watching whether North America's declines slow is one of the clearest signals of turnaround progress.
4. Marketing and brand relevance
Management named world-class, modern marketing its highest priority for fiscal 2027 as it tries to reignite consumer demand and reshape the brand's profit profile. In athletic wear, brand heat drives pricing power and footwear success. Rebuilding storytelling and product buzz is essential, but it competes for attention against Nike's and Adidas's marketing muscle and the momentum of newer names.
What are the risks to Under Armour, Inc. (UA)?
The dominant risk is that the turnaround stalls: revenue is still declining, North America remains weak, and resetting a premium brand is a multi-year effort with no guaranteed payoff. Under Armour competes against much larger, better-funded rivals in Nike and Adidas, plus fast-growing challengers like Lululemon, On, and Hoka that are winning share in footwear and lifestyle. Heavy past promotions damaged pricing power, and reversing that habit can dent near-term sales. Restructuring charges produced a large reported loss, and consumer-discretionary demand is sensitive to the economy and tariffs on imported goods. The dual-class structure, with founder-held voting control, also limits outside shareholders' influence over strategy.
How is Under Armour, Inc. (UA) valued? (approximate, Jul 2026)
A simple financial snapshot. These are approximations and refresh quarterly; for current figures see Under Armour, Inc.'s investor relations page or your broker.
- Revenue (fiscal 2026): ~$5.0 billion, down roughly 4% year over year (fiscal year ended March 2026)
- GAAP net income (fiscal 2026): Net loss of roughly $500 million, driven partly by restructuring charges
- Adjusted results (fiscal 2026): Modestly positive; adjusted net income around $50 million and adjusted EPS near $0.12
- Regional trend: North America declining; international growing (Q4 international up roughly 10%)
- Share classes: UA is Class C (no vote); UAA is Class A (one vote); both track the same company
- Market cap: Small-to-mid-cap; roughly a low-single-digit-billion-dollar range, but verify live
Figures are approximate and tied to the asOf date; verify live numbers before acting. Under Armour is mid-turnaround, so GAAP results are distorted by restructuring charges and adjusted figures tell a different story than reported ones. Traditional earnings multiples are less meaningful while the company is resetting; investors tend to focus on revenue stabilization, gross margin, and whether North America's declines slow. Check the latest filings and a current quote for up-to-date revenue, margins, and guidance.
Who competes with Under Armour, Inc. (UA)?
Global athletic-wear giants
Nike and Adidas are the dominant forces in performance apparel and footwear, with far larger scale, marketing budgets, and athlete endorsements. They set the pace on innovation and brand heat, and Under Armour competes against them for shelf space, sponsorships, and consumer attention across every major market.
Fast-growing challenger brands
Lululemon, On Holding, Hoka (owned by Deckers), and Puma have gained share in athletic and lifestyle categories, especially in footwear and premium activewear. Their momentum is a direct threat to Under Armour's effort to reclaim premium positioning and win back younger, style-conscious shoppers.
Value and mass-market apparel
Retailers and brands such as Champion, Fila, and private-label lines at mass retailers compete at lower price points. Under Armour's past reliance on promotions pushed it toward this arena, and part of the turnaround is moving away from it back toward full-price, premium selling.
How to invest in Under Armour, Inc. (UA)
There are three common ways to get UA exposure. Buy shares (or fractional shares) directly at any major broker. Hold an ETF that includes it, which spreads the position across many companies. Or build it into a focused thematic basket, so UA sits alongside other stocks that express the same thesis.
Walnut takes the basket route. Describe a thesis where UA fits (for example “AI infrastructure” or “dividend-growth large-caps”) and the AI proposes 5 to 6 constituents with target weights. You review the plan and fund it through your own broker when you're ready.
The bottom line on Under Armour, Inc. (UA)
Under Armour is a turnaround story: a well-known athletic brand trying to reset itself as premium and less promotional under returning founder Kevin Plank, while revenue still declines and North America stays weak. It rewards a successful brand rebuild and punishes continued share loss to Nike, Adidas, and newer rivals.
Build a basket around UA with Walnut
Use Under Armour, Inc. as one constituent in a thematic basket Walnut's AI helps you assemble. Describe a thesis you believe in, the AI proposes the holdings and weights, and you approve before any broker order.
FAQ
Is UA a good stock to buy right now?
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That depends on your goals, time horizon, and risk tolerance, and this is not investment advice. The bull case is a founder-led turnaround: cutting promotions, resetting the brand as premium, growing internationally, and improving the cost structure. The bear case is that revenue is still falling, North America stays weak, and Under Armour competes against far larger rivals plus fast-growing newcomers. Weigh the turnaround's uncertainty against how much risk fits your portfolio.
What does Under Armour actually do?
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Under Armour designs and sells athletic apparel, footwear, and accessories under its own brand, known for performance sportswear. It sells through wholesale partners like department and sporting-goods stores and directly through its own stores and website, across North America, Europe, Asia, and Latin America. Its results depend on brand demand, pricing power, and how well it competes in a crowded athletic-wear market.
What is Kevin Plank's turnaround plan?
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Plank, the founder, returned as CEO and is trying to reset Under Armour as a premium, less-discounted brand. The plan focuses on fewer and better products, cutting heavy promotions that eroded pricing power, streamlining operations and costs, and rebuilding modern marketing to reignite demand. It is a multi-year effort, and management has said near-term sales may keep declining before the strategy takes hold.
Why has Under Armour been struggling?
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After rapid early growth, Under Armour hit years of declining sales, especially in its core North American market, hurt by heavy discounting that damaged its premium image, management turnover, and rising competition. Newer brands won share in footwear and lifestyle while Nike and Adidas kept their scale advantages. The current turnaround is an attempt to reverse those trends and restore full-price selling.
Who are Under Armour's main competitors?
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The biggest are Nike and Adidas, the global leaders with far larger scale and marketing power. Under Armour also faces fast-growing challengers like Lululemon, On, Hoka (Deckers), and Puma that are winning share in footwear and premium activewear, plus value brands at lower price points. Standing out on product, brand heat, and pricing against this field is central to the turnaround.
Does Under Armour pay a dividend?
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Under Armour has generally not paid a meaningful dividend, prioritizing reinvestment and, during the turnaround, cost discipline and restructuring. Income is not the reason most investors hold it. Any capital returns would depend on the business stabilizing and generating consistent free cash flow. Always check the latest filings and a current quote before assuming any dividend or buyback activity.
How can I get exposure to Under Armour through an ETF?
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UA and UAA appear in various consumer-discretionary, apparel, and broad-market ETFs, where they sit among retail and brand names. ETF exposure spreads single-stock risk across many holdings but dilutes how much any Under Armour move affects you. Always check a fund's holdings and weighting before assuming meaningful exposure to Under Armour specifically.
What are the biggest risks of investing in UA?
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The main risk is that the turnaround fails to stabilize revenue, with North America still declining and a premium reset that takes years. Under Armour competes against much larger Nike and Adidas plus fast-growing rivals like Lululemon, On, and Hoka. Restructuring charges have produced large reported losses, consumer spending is economy- and tariff-sensitive, and founder-held voting control limits outside shareholders' say over strategy.
Walnut is informational, not investment advice. Financial figures on this page are approximations; always verify current numbers with Under Armour, Inc.'s investor relations page or your broker before making investment decisions.