BALTIMORE — Shares of Under Armour surged Thursday morning after the Baltimore-based brand beat Wall Street’s expectations for second-quarter earnings.
While the sports apparel and footwear maker lowered its outlook for the year because of a challenging retail environment, officials also unveiled new strategies Thursday designed to propel the company’s growth while maintaining the brand’s premium status.
Company executives, including founder Kevin Plank, said they intend to connect more deeply with team sport athletes in the 16-to-20 age range as the target audience that would then influence the broader market. The brand also expects to expand apparel offerings in a new “live” category designed to provide gear for a full day of a young athlete’s life.
