Under Armour

UAA · NYSE

$4.88+$0.12 (+2.52%)TodayMarket closed · Oct 20, 7:55 PM ET

Prev close $4.76

UAA analyst rating

HoldConsensus of 10 analysts over the last 12 months. 20% rate it a buy.

Strong buy0
Buy2
Hold5
Underperform2
Sell1

12-month price target · 20 analysts

Average $5.99 (+22.8% upside)

Low: $4.04
Now: $4.88
High: $9.45

Upgrades and downgrades

The latest rating actions, newest first

UAA analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Barclays	Aug 11, 2026	Downgrade	Equal-Weight → Underweight	$5.00	55%
UBS	Aug 10, 2026	Maintains	Buy	$10.00 → $9.00	50%
Truist Securities	Aug 10, 2026	Maintains	Hold	$5.00 → $6.00	21%
UBS	May 14, 2026	Maintains	Buy	$11.00 → $10.00	50%
Citigroup	May 13, 2026	Maintains	Sell	$6.20 → $4.75	53%
BNP Paribas	May 13, 2026	Maintains	Neutral	$7.00 → $5.00	48%
Truist Securities	May 13, 2026	Maintains	Hold	$8.00 → $5.00	21%
Barclays	May 13, 2026	Maintains	Equal-Weight	$8.00 → $5.00	55%
Stifel	May 13, 2026	Downgrade	Buy → Hold	$9.00 → $6.00	30%
Citigroup	Feb 10, 2026	Downgrade	Neutral → Sell	$6.20	53%

The case for and against

Updated Oct 14, 2026

Bull case

Under Armour is positioned for a turnaround because management is tightening SG&A, reducing marketing, and using strategic price increases to support profitability even as 1Q revenue of $1.1 billion fell 4.4% year over year on a constant-currency basis. Gross margin improved to 54.1% and operating margin reached 4.7% in 1Q, while reiterated FY27 EPS of $0.10 reflects expectations for earnings troughing amid a choppy macro and a more disciplined cost structure. Brand elevation efforts, SKU rationalization, and innovation such as the UA Bouncy Cotton Tee should help wholesale sell-through, modest revenue growth, and margin expansion into FY27/FY28.

Bear case

Under Armour is facing a deteriorating fundamental backdrop as FY27 revenues are now expected to decline in the mid-single digits, with weaker North America, EMEA, and APAC trends driven by softer traffic and a more promotional environment. Despite that, the company’s profitability appears more defensive than durable: adj EPS is only expected at $0.08-$0.12 even after a roughly 150bps tariff-refund benefit, implying earnings are being propped up by tighter SG&A, lower marketing, and a company-wide bonus reset rather than stronger demand. The combination of a ~4% constant-currency 4Q revenue decline, a 43.1% gross margin below expectations, and continued concern over consumer perception and full-priced demand supports a negative outlook.

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