Under Armour's Q3 2025: Navigating Contradictions in Brand Strategy, Market Challenges, and International Revenue

These are the key contradictions discussed in Under Armour's latest 2025 Q3 earnings call, specifically including: Brand Strengthening Strategies and Marketing Investments, EMEA and APAC Market Challenges, Promotional Strategy and Market Share, Brand and Product Strategy, and International Revenue Decline:



Revenue and Gross Margin Trends:
- Under Armour's revenue declined by 6% to $1.4 billion for Q3 FY25, slightly better than expectations of a down 10%.
- Gross margin increased by 240 basis points to 47.5%, driven by lower freight and product costs, reduced promotional activities, and favorable foreign currency impacts.

North American Market Challenges and Strategies:
- North American DTC business experienced an 8% decline, primarily due to reduced promotional activities, resulting in a 20% decrease in eCommerce sales.
- Strategies to improve market positioning include refining eCommerce promotional strategies, reducing SKUs, and enhancing premium brand presentation in owned and operated retail stores.

International Market Dynamics:
- EMEA revenue increased by 5%, supported by growth in DTC and full-priced wholesale businesses, while APAC revenue fell by 5%.
- Challenges in APAC were addressed through a focus on reducing promotional activities and enhancing local marketing efforts to stabilize demand.

Product and Marketing Innovations:
- Launched signature shoes like the De’Aaron Fox 1 and SlipSpeed Echo, along with apparel innovations such as the UA Icon Heavyweight Hoodie, contributing to brand differentiation.
- Marketing strategy shifted to center around culturally relevant storytelling and collaborations, aimed at resonating with younger consumers and enhancing brand authenticity.