Shares of Under Armour surged Thursday after the Baltimore-based brand beat Wall Street’s expectations for second-quarter earnings.
尽管体育服装和鞋类制造商由于充满挑战的零售环境而降低了本年度的前景，但官员们在周四还推出了新的策略，以推动该公司的增长，同时保持该品牌的优质状况。
包括创始人凯文·普兰克（Kevin Plank）在内的公司高管表示，他们打算与16至20岁年龄段的团队运动运动员进行更深入的联系，因为目标受众将影响更广泛的市场。该品牌还希望将服装产品扩展到新的“现场”类别中，旨在为年轻运动员一整天的生活提供装备。
“这是Under Armour的关键时期，” Plank在与分析师的电话中说。“无论我们选择参加竞争的地方，我们都不会错过重新定位和建立我们的部门领导的机会。”
Plank说，该品牌在过去六个月中取得了长足的进步，以“对Under Armour品牌更加热爱。...我们认为UA是在年轻运动员中推动“思想领导力”最完美的品牌。”
The company reported a quarterly profit of $87 million, or 19 cents per share, for the three months that ended Sept. 30, compared with $113 million, or 24 cents per share, in July-to-September period last year.
净收入为9,200万美元，以涉及1000万美元的法律费用进行持续诉讼，并从重组的税收估价津贴中获得500万美元的收益。根据调整后，Under Armour每股赚取20美分，超过了分析师对每股16美分的期望。
Under Armour’s stock jumped nearly 12% Thursday, closing at $7.95 each.
Colin Browne, Under Armour’s interim president and CEO, said significant changes in market dynamics and consumer behavior over the past few years prompted the company to narrow its focus from the serious athletes it calls “targeted performers” to young athletes who play team sports from ages 16 to 20.
布朗在与分析师的电话中说：“这个确定的团体将我们的品牌态度和生活在多代影响的交汇处，从推动运动中可能的界限到无缝约束的健身，音乐和街头文化的界限。”
他说，吸引这些运动员将“将我们的产品和讲故事带入整个运动员体验中的尖锐强度，从而影响更大的目标市场。”
Under Armour表示，其研究表明，16至20岁的运动员往往往往更频繁购物，每年购买更多产品并支付全价。
布朗还表示，该品牌通过添加将覆盖年轻运动员一整天的产品，将基于性能的面料与“新鲜”设计融合在一起的产品几乎将其接触到3000亿美元的消费市场的机会几乎三倍。他说，该品牌预计将在下一个财政年度推出新的“现场”类别。
Under Armour saw its sales edge up moderately in the second quarter, rising 2% to $1.6 billion, in line with analysts’ expectations.
Even though the quarter followed one that had a small decline in sales, “we see the modest expansion as a further sign that demand is waning, and that the consumer economy is becoming much more difficult to navigate,” said Neil Saunders, managing director of GlobalData, in a report Thursday. “The boom days of the pandemic — which fueled the fortunes of Under Armour and almost every other athletic and athleisure brand — are now firmly in the rearview mirror.”
Sales to retailers were up 4% to $948 million, while sales through online channels and company-owned stores fell 4% to $577 million. The decrease was due to a 9% decline in owned-and-operated store revenue.
与上一季度相比，美国主要市场的销售额下降了2％，至10亿美元。国际销售增长了7％，达到5.47亿美元，在欧洲，中东和非洲地区具有实力。
Saunders noted that the decline in the U.S. may reflect the general state of the market.
傍晚的阳光
他说：“我们的数据表明，在过去的几个月中，随着消费者减少支出，服装和运动服装的总体数量下降了。”
Under Armour的服装销售额下降了2％，至10亿美元，而鞋类的销售额跃升了14％，至3.76亿美元。
Saunders said new product launches helped Under Armour’s footwear sales, a trend that will likely continue over coming quarters as Under Armour pushes out a strong pipeline of technical innovations.
“However, we are currently detecting a lot of softness in consumer sentiment across the foreign markets in which Under Armour trades,” he said in the report.
Under Armour began its new fiscal year 2023 on April 1 and is using April 2021 through March 31 as its comparable baseline period.
该品牌降低了整整一年的前景，现在预计收入将以较低的单位数百分比率增长，而由于零售充满挑战的零售环境，预期的预期增长了5％至7％。
如前所述，全年收益预计为每股56美分至60美分，而不是61美分至67美分。