Under Armour resets footwear and shifts outlet stores toward full-price sales

· Retail & E-commerce · United States

Under Armour is revamping its stores so outlet locations sell more full-price product, part of a broader effort to raise its premium positioning, Retail Dive reported. Separately, at WWD, founder and CEO Kevin Plank said footwear is a $1 billion business that "we believe can be much larger," and described an athlete-focused reset of the category. The items do not give a timeline or financial targets. The two moves point in the same direction: the athletics brand is trying to lift brand perception and average selling prices rather than relying on discount-driven outlet volume, a common challenge for sportswear labels competing with larger rivals.

Why it matters：Cutting outlet discounting while rebuilding footwear tests whether a challenger sportswear brand can raise prices and perception without losing volume in a discount-heavy market.

Key points

  • Outlets will carry more full-price product as part of a store revamp.
  • Plank called footwear a $1 billion business with room to grow.
  • The footwear reset centers on athletes.

Sources (original reporting)

More stories from this day