Under Armour’s second quarter results were met with a significant negative market reaction, as the company reported a year-on-year revenue decline and maintained profit levels in line with Wall Street expectations. Management attributed the performance to ongoing challenges in North America, particularly in the wholesale and e-commerce channels, and highlighted the impact of a more competitive promotional environment. CEO Kevin Plank acknowledged, "The environment is challenging, with limited spending, higher promotions, and a dynamic domestic tariff policy." Plank also emphasized that efforts to streamline product assortments and rebuild brand relevance are underway, but that these changes will take time to reflect in financial outcomes.

Is now the time to buy UAA? Find out in our full research report (it’s free).

While we enjoy listening to the management's commentary, our favorite part of earnings calls are the analyst questions. Those are unscripted and can often highlight topics that management teams would rather avoid or topics where the answer is complicated. Here is what has caught our attention.

Our Top 5 Analyst Questions From Under Armour’s Q2 Earnings Call

• Jay Sole $(UBS)$ asked about how tariffs are affecting wholesale partner demand and the timing of brand improvement. CEO Kevin Plank explained that tariffs have amplified pressure on pricing and margins, but the company’s two-lever strategy—premium products and portfolio elevation—was already underway to address these challenges.
• Peter McGoldrick (Stifel) inquired about the impact of SKU reduction and promotional discipline on unit volumes and average unit retail $(AUR)$. CFO Dave Bergman responded that revenue will be pressured in Q2 due to a tougher order book, soft retail traffic, and a more promotional environment, but expected progress by year-end.
• Samuel Poser (Williams Trading) questioned management’s more cautious approach and the expected timing for brand momentum to translate into financial results. Plank replied that improvements in NPS and brand perception are evident, but that execution and patience are required before seeing material changes in sales.
• Brian Nagel (Oppenheimer) asked if there have been any key operational course corrections or further changes needed in the structure. Plank emphasized that the foundation—category management, go-to-market, and the strategic business plan—is in place, and now it’s a matter of disciplined execution.
• Paul Lejuez (Citi) sought clarity on the drivers behind the Q2 North America revenue decline, specifically regarding order cancellations and wholesale partner reactions to price increases. Bergman confirmed that order book softness and footwear headwinds are the primary drivers, with broader pricing benefits expected to materialize next year.

Catalysts in Upcoming Quarters

Looking ahead, the StockStory team will be monitoring (1) the effectiveness of SKU reduction and premiumization strategies in driving higher average selling prices and improved margins, (2) the pace of recovery in North American wholesale and digital channels as new product launches and marketing campaigns take hold, and (3) the ability of EMEA and Asia-Pacific to sustain or regain growth amidst challenging macro conditions. Progress on mitigating tariff impacts and the response to new team sports initiatives will also be key factors to watch.

Under Armour currently trades at $4.94, down from $6.64 just before the earnings. In the wake of this quarter, is it a buy or sell? See for yourself in our full research report (it’s free).

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