With the brand’s current strength in Europe, Asia-Pacific, and Latin America, Under Armour is implementing a strategy under new CEO Stephanie Linnartz that will put its U.S. business back on a growth path. In its Q1 ended June 30, Under Armour sales fell by 9 percent to $826.7 million. Key objectives for its home market include generating better productivity from its SKUs, leaning more on segmentation, new product designs and innovations and higher average selling prices.

The company, which is adding to its product design staff to reach more women, develop new sportstyle products, and open additional distribution doors, is also expanding its executive suite. New chief product and supply chain officers will soon join Jim Dausch, who joined from Marriott Intl. as the consumer officer late last month.

New products on deck this fall include a limited edition Slipspeed running shoe on Oct. 31 before a wide introduction in Feb. 2024 and a new Curry basketball shoe that will be followed up with additional Curry offerings across basketball, golf, and sportstyle.

Sponsorship: UA recently extended its partnership with Notre Dame in a new 10-year deal. The current 10-year deal had been due to expire in the spring of 2024. UA will continue to work with Notre Dame going forward to co-create customized uniforms, footwear and apparel for the university’s 26 varsity teams.

Loyalty Program: Earlier this month, Under Armour launched the "UA Rewards" loyalty program to increase consumer engagement. Joining is free and members can earn points in a variety of ways, and get member-exclusive benefits.