THE MIRROR OF MEDIA

Under Armour posts strong growth, but will the turnaround stick?


Dive Temporary:

  • Underneath Armour bounced back sharply from the debilitating lows of the second quarter final 12 months, with income up 91% to $1.35 billion (additionally up 13% in opposition to 2019). CEO Patrik Frisk highlighted on a name with analysts that North American income was up 11% in opposition to 2019, and up 3% for the primary half of the 12 months.

  • In evaluating 2021 to 2019, Frisk famous the corporate has since seen a “vital enhance in DTC” and “significantly decrease” wholesale gross sales, as a part of its technique to undertake a extra DTC-focused mannequin. Each channels have been up significantly over 2020, with wholesale rising 157% and DTC rising 52%, the latter principally due to its personal shops as e-commerce fell 18%.

  • Executives additionally mentioned the worsening influence of COVID in “key sourcing international locations,” together with Vietnam, which might proceed to hit the model going ahead. “It is a creating state of affairs and I believe it is one thing that we’re all coping with,” Frisk mentioned, although he additionally mentioned the corporate has diversified its sourcing and is “not reliant essentially” on the Asian Pacific area.

Dive Perception:

Underneath Armour’s second quarter was largely one in all broad-based restoration from a 12 months in the past, and outcomes that Frisk mentioned “proceed to validate that our multi-year transformation is working.” Nevertheless, the corporate can be up in opposition to 1 / 4 final 12 months that noticed vital income decreases.

“Provided that Underneath Armour’s income collapsed by 41% within the second quarter of final 12 months, it’s unsurprising that the corporate has rebounded strongly as pandemic restrictions and issues fade,” GlobalData Managing Director Neil Saunders mentioned in emailed feedback. “Nevertheless, whole gross sales development of 91% represents spectacular momentum, and places Underneath Armour 13% or $160 million up over the identical interval of 2019. That the two-year development price is healthier than the 4% uplift of the primary quarter reveals pleasing progress.”

Underneath Armour definitely sees it that manner. Frisk famous that the corporate has seen improved site visitors and better common promoting costs, is reinvesting a few of its earnings into advertising initiatives to drive additional reference to its prospects and has been “incomes again house with key North American wholesale companions.” Bettering its working mannequin can be permitting the retailer to drive larger profitability and place Underneath Armour as a premium model. That work continues in Q3, when Underneath Armour expects to exit undifferentiated retail partners and double down on DTC.

In gentle of all of the enhancements, the retailer elevated its steerage, elevating its expectations for working revenue by over $100 million and projecting income development will probably be up within the low 20% vary in comparison with earlier expectations of a rise within the excessive teenagers. The query, as Saunders put it, is how sustainable Underneath Armour’s development is, and the way a lot the retailer is benefiting from distinctive circumstances just like the stimulus and pent-up demand. Saunders highlighted that whereas Underneath Armour’s North American income is up 10.9% over two years, attire on the whole rose 11.9% throughout the identical interval.

“None of that is designed to pour chilly water on a really spectacular set of numbers from Underneath Armour,” Saunders wrote. “Nevertheless, given the turbulence of the retail market, it is important to know the diploma to which efficiency is a consequence of strategic initiatives which is able to proceed to bear fruit over the long term, and the way a lot it’s affected by the non permanent circumstance of an upswing on the whole demand. Untangling this stuff is especially necessary for an organization like Underneath Armour which goes by means of a course of of name reinvention and company transformation.”



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