“Short term, the news from Under Armour isn’t great. In posting fourth-quarter results that were mostly in line with expectations, it sees continuing weakness in the U.S. and the need to rely on more promotional pricing to win sales in the months ahead,” states Marketing Daily.
But, continues Marketing Daily, in her first official outing as chief executive officer, newcomer Stephanie Linnartz laid out “extensive plans for the company to begin delivering on its potential for customers and investors.
“Her priorities? “Delivering elevated design and products, focusing on Sportstyle, footwear, and women; and positioning us to drive better sales growth in the U.S.”
“In a webcast for investors, she said the coming year will be one of building, with many initiatives not paying off until 2025.”
In the immediate future, the Baltimore-based company is building the Curry Brand, following last month’s announcement of a long-term extension with basketball great Stephan Curry. As part of the deal, Curry reportedly got $75 million in Under Armour stock, considerably more than his current $45 million paycheck from the Golden State Warriors, states Marketing Daily.
And Linnartz, who joined Under Armour earlier this year from Marriott, says observers can also expect to see a radically stepped-up use of the “Protect this house” marketing platform.
The company recently rebooted the campaign, and this time, “it’s a new call to action, reaching people whose motivations differ from previous generations,” Linnartz says.
PHOTO: Marriott News Center