Inflation
Under Armour expects sales to fall more as US tariffs could hit demand

Under Armour Bracing for Steeper Sales Drop Amid Tariff Woes
What’s Happening?
Under Armour anticipates a sharper decline in sales this quarter, citing persistent inflation and tariff uncertainties as major hurdles. The sportswear giant’s stock plummeted 17% in premarket trading following the grim forecast, sparking concerns about the company’s resilience in a volatile market.
What’s Happening?
Under Armour expects its sales to drop more sharply than previously anticipated, attributing the downturn to ongoing inflation and tariff-related uncertainties that are weighing heavily on consumer demand in North America.
Where Is It Happening?
The impact is primarily being felt in North America, Under Armour’s key market, where tariff concerns are particularly pronounced.
When Did It Take Place?
The company announced its revised outlook on Friday, reflecting the immediate concerns for the current quarter.
How Is It Unfolding?
– Under Armour forecasts a significant decline in Q2 gross margin, ranging from 340 to 360 basis points.
– The company cites still-high inflation and tariff uncertainty as primary contributors to the expected drop in demand.
– Stock prices reacted sharply, with shares falling 17% in premarket trading following the announcement.
– Analysts are closely watching how the company plans to navigate these economic headwinds.
Quick Breakdown
– **Sales Outlook:** Deteriorating due to inflation and tariff concerns.
– **Stock Impact:** 17% drop in premarket trading.
– **Gross Margin:** Expected to decline by 340-360 basis points in Q2.
– **Market Focus:** North America, where tariff issues are most acute.
Key Takeaways
Under Armour’s revised forecast highlights the broader challenges facing retailers amid economic uncertainty. The combination of high inflation and tariff concerns is squeezing consumer spending, particularly in discretionary categories like sportswear. This situation underscores the delicate balance companies must strike between pricing strategies and maintaining consumer interest in a tough economic climate.
Under Armour’s challenges are a microcosm of the broader retail sector’s struggles. The tariffs are not just a tax on goods but a test of strategic adaptability.
– Retail Analyst Sarah Miller, Market Insights Group
Final Thought
Under Armour’s revised outlook serves as a stark reminder of the economic pressures facing retailers today. As inflation and tariff uncertainties continue to weigh on consumer demand, strategic pivots and cost management will be crucial for weathering the storm. The broader retail sector will be watching closely to see how Under Armour adapts to these challenges.
Source & Credit: https://www.reuters.com/business/retail-consumer/under-armour-expects-sales-fall-more-us-tariffs-could-hit-demand-2025-08-08/
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