---
schema_version: "secwatch.filing_event.v1"
accession: "0001336917-24-000178"
form_type: "8-K"
ticker: "UAA"
cik: "0001336917"
company_name: "Under Armour, Inc."
filed_at: "2024-12-12T23:59:59+00:00"
generated_at: "2026-05-29T03:58:13.568166+00:00"
event_type: "other_material"
sentiment: "positive"
materiality_score: 0.4
calibrated_materiality_score: 0.4
confidence: "medium"
source: SEC EDGAR
---

# Under Armour outlines four-pillar strategy at investor meeting; reaffirms FY2025 outlook

## Summary
- Product pillar focuses on streamlined assortment, transformative innovation, and category-centric go-to-market.
- Story pillar emphasizes underdog brand positioning and most significant marketing activation in company history.
- Service pillar details region-specific strategies: Americas reset, EMEA expansion, APAC channel discipline.
- Team pillar leverages strengthened leadership and culture of accountability to improve execution.
- Company reiterates full-year fiscal 2025 outlook provided with Q2 FY2025 earnings in November 2024.

## SEC filing metadata
- accession: 0001336917-24-000178
- form_type: 8-K
- ticker: UAA
- cik: 0001336917
- company_name: Under Armour, Inc.
- filed_at: 2024-12-12T23:59:59+00:00
- event_type: other_material
- sentiment: positive
- materiality_score: 0.4
- calibrated_materiality_score: 0.4
- confidence: medium
- sec_items: 7.01, 9.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/1336917/000133691724000178/0001336917-24-000178-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/1336917/000133691724000178/ua-20241212.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0001336917-24-000178
- JSON: https://secwatch.observer/filing/0001336917-24-000178.json
- Plain text: https://secwatch.observer/filing/0001336917-24-000178.txt

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.