CEO Kevin Plank on Winning Back Shoppers and Rebuilding Brand Equity

  • Under Armour plans major marketing push to win back shoppers
  • CEO Kevin Plank says consumers are not mad at the brand, just need a reason to engage again
  • Sales decline due to purposeful steps for premium business positioning
  • Increased communication with wholesale partners and improved product pipeline

Under Armour is experiencing a sales decline, but the company believes it’s due to purposeful steps towards creating a more premium business. GlobalData Managing Director Neil Saunders says this strategy can be appealing to investors. To rebuild brand equity, Under Armour plans to improve communication with key retailers and increase shelf space. The brand also aims to be ‘an incredibly loud brand and quiet company’ in marketing efforts next year. CEO Kevin Plank emphasizes the need to give consumers a reason to engage again.

Factuality Level: 8
Factuality Justification: The article provides accurate information about Under Armour’s sales decline and the company’s plans to improve its positioning in the market. It includes quotes from key figures and discusses their strategies for rebuilding brand equity and engaging with consumers. While it does include some subjective statements, it is mostly factual and informative.
Noise Level: 4
Noise Justification: The article provides relevant information about Under Armour’s sales decline and the company’s plans to improve its positioning in the market. It includes insights from experts and the CEO’s perspective on the situation. However, it could benefit from more specific data or examples to support the claims made.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses Under Armour’s sales performance and its strategic decisions, such as decreasing promotions and reducing SKUs to create a more premium brand positioning. This has an impact on the company’s financial performance and investor sentiment.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no mention of an extreme event in this article. The focus is on Under Armour’s sales decline and the company’s efforts to rebuild its brand and improve its positioning.

Reported publicly: www.retaildive.com