Though favorable pricing and marketing initiatives might boost margins, it will be partially offset by higher costs, including store and distribution expenses. The net gain will help in improving the bottom-line compared to last year, but might not be sufficient to lift the company from the red.
However, a sustainable long-term recovery is very much in the cards and that will come from the management’s efforts at brand development and extra focus on technology-based fitness products, under its transformation plan.
Also see: NIKE Q4 2019 Earnings Conference Call Transcript
It needs to be noted that Under Armour recently made a couple of acquisitions with the aim of focusing more on fitness devices and cash in on the growing health awareness among athletes and sportspersons. Another promising aspect of the strategy is the expansion of the direct-to-consumer segment.
In the first quarter, weakness in the core apparel business and lower accessory sales were more than offset by strong growth in footwear sales. Consequently, the company turned to a profit of $0.05 per share from a loss in the prior-year period.
Then, the management raised its full-year earnings outlook, apparently encouraged by the positive results. Weak North America sales restricted the top-line growth to 2% and total revenues came in at $1.2 billion.
Hurt by a marked increase in expenses, Nike (NKE) last month reported a decline in its fourth-quarter earnings to $0.62 per share, which also missed the estimates. Revenues rose 4% to $10 billion.
Under Armour’s shares rose about 55% since the beginning of 2019, but it was a bumpy ride all along. In the past twelve months, the stock gained about 34%.