Under Armour makes move to change pricing at outlet storesJ.R. DurenMon, November 9, 2026 at 3:19 PM UTC
Under Armour is looking to a new strategy that it hopes will boost sales at its outlet stores as it and other big-name sports apparel and footwear brands struggle to find solutions for sagging revenue (Getty)
Heading to an outlet store usually means big discounts but one sports-apparel brand appears ready to change that.
Under Armour is bringing full-price items to its 177 outlet stores, the company said during an earnings call last week. Putting the brand’s $45 StealthForm workout hats in outlet stores, for example, will help customers recognize that Under Armour is a premium label, CEO Kevin A. Plank said.
“It allows [consumers] to recognize what we are trying to do to premiumize the brand, which means getting consumers to pay full price for Under Armour,” Plank said.
The move is one of several in the works to help boost Under Armour’s revenue, which fell 7 percent year-on-year in the July to September period.
The brand believes adding full-price products to its outlet stores will not only improve its image as a premium apparel and footwear company but will generate double-digit sales growth.
Under Armour is one of several big-name sports apparel brands struggling in a tough consumer market.
Nike, the largest sports apparel and footwear brand in the U.S., has failed to hit at least 2 percent revenue growth in more than three years. The company’s struggles stand in stark contrast to its largely incredible run of revenue gains from 2012 to 2022, apart from six months during the onset of the pandemic in 2020.
Sports apparel brand Lululemon announced its first revenue drop in more than six years during a recent earnings call.
Part of what’s causing these brands to struggle is that consumers have what they need when it comes to sportswear and athleisure apparel, Morningstar Senior Equity Analyst David Swartz told Marketplace in October.
“A number of companies in the industry, including Nike, Puma, and Under Armor, have really been struggling,” he said. “A lot of people just really stocked up on sportswear during that period five years ago, and they don't need any more right now.”
Smaller brands such as On and Hoka have elbowed into the market as Under Armour, Nike and Lululemon have struggled to cover all corners of the massive sports apparel market, Neil Saunders, managing director at analysis firm GlobalData Retail, told Yahoo Finance in a September article.
“The problem for both Nike and Lululemon is that they're market leaders in their respective segments,” Saunders said. “That means there is a lot of surface area to defend from competitors.”
Source: Sports
