Under Armour increases marketing budget to push brand revitalization
Under Armour Inc., riding high on better-than-expected second-quarter results, is doubling down on its brand marketing efforts, with an early example unveiled during a high-profile college football matchup featuring innovative new uniforms for the University of Maryland
The Baltimore-based apparel and footwear company, which saw its shares surge by as much as 31% on Nov. 7 — the largest single-day gain since 2005 — is showing signs that its turnaround strategy is gaining momentum under returned CEO Kevin Plank.
“Our second quarter fiscal 2025 performance demonstrates that our strategy to reconstitute the Under Armour brand and establish a more premium position in the marketplace is gaining traction,” said Plank, who retook the helm as CEO in April after stepping aside in 2019. “With better-than-expected results, we are pleased to raise our full-year profitability outlook while simultaneously increasing marketing investments to amplify our brand.”
The company’s renewed focus on brand building was highlighted via its partnership with the University of Maryland, Under Armour’s first-ever collegiate partner and Plank’s alma mater. On November 9th the Terrapins debuted exclusive special edition uniforms for their game against No. 1 Oregon in competitor Nike territory.
The new uniforms feature an icy white base with iridescent numbers and Script Terps on all-white helmets, complemented by matching footwear and gloves. According to a release, the design incorporates a unique blend of the school’s traditional red and gold colors through an exclusive iridescent treatment, while maintaining a minimalist stark-white silhouette.
This high-profile uniform debut aligns with Under Armour’s broader strategic shift. As Plank noted during an earnings call, “We are a fundamentally stronger business today with increasingly better execution across key dimensions. This includes more consistent marketplace discipline through meaningfully improved product, storytelling, and sales leadership, which will deliver a sharper, unique approach to our brand position in the years ahead.”
Plank said the Maryland uniform reveal represents just the beginning of Under Armour’s renewed marketing push, as the company seeks to leverage its heritage partnerships while pursuing a more premium market position under his leadership.
Photo Credit: Mackenzie Miles, University of Maryland
