Q1 2026 Under Armour Inc Earnings Call
Speaker #1: Good day and welcome to the Under Armour Q1 2026 earnings conference call. Today, all participants will be in a listen-only mode. Should you need assistance during today's call, please signal for a conference specialist by pressing the star key followed by zero.
Speaker #1: After today's presentation, there will be an opportunity to ask questions. To ask a question, you may press star then one on your telephone keypad.
Speaker #1: To withdraw your question, please press star then two. Please note that today's event is being recorded. I would now like to turn the conference over to Lance Allega, Senior Vice President, Finance and Capital Markets.
Speaker #1: Please proceed.
Speaker #2: Thank you. Good morning and welcome to Under Armour's first quarter fiscal 2026 earnings conference call. Today's call is being recorded and will be available for replay.
Speaker #2: Joining us on the call this morning are Under Armour President and CEO, Kevin Plank, and Chief Financial Officer, David Bergman. Before begin, I'd like to remind everyone that a remarks today will include forward-looking statements that reflect Under Armour management's current views as of August 8th, 2025.
Speaker #2: These statements may include projections about our future performance and are not guarantees of future results. Actual results may differ materially due to several risks and uncertainties, are described in this morning's press release and in our filings with the SEC, including our most recent annual report on Form 10K and quarterly reports on Form 10Q.
Speaker #2: Today's discussion may also reference non-GAAP financial measures, which we believe provide useful insight into our underlying business trends. When applicable, reconciliations of these non-GAAP asures to their most comparable GAAP counterparts can be found in this morning's press release and on our investor relations website at about.underarmour.com.
Speaker #2: With that, I'll turn the call over to Kevin.
Speaker #3: Thanks, Lance, and thank you all for joining us this morning. With the first quarter complete, this is an important moment to evaluate our position.
Speaker #3: And importantly, our direction. We're undertaking a bold reinvention and rebuilding with purpose to become a sharper, more focused brand. One that blends sports, style, and innovation with financial discipline and edge.
Speaker #3: This isn't about fixing the past, it's about unlocking our full potential. Under Armour started as a product in 1996, became a brand over the following two decades, and quite frankly, has spent the last eight years operating more like a company, than a brand.
Speaker #3: Sixteen months back into the CEO role, my hands are firmly on the wheel, and we're in the process of flipping that script. Where every decision we make is focused through a brand-first lens.
Speaker #3: This in no way means retreating on operational discipline. In fact, it means being a better company, with rigor and process, capital allocation, and execution.
Speaker #3: But simply requiring that every decision we do make contemplates is this the best decision for our brand? Because if it's best decision for the brand, then it's the best decision to create long-term shareholder value.
Speaker #3: World-class financials don't build world-class brands. It's actually the other way around. The only way we win is by creating a brand people can't ignore.
Speaker #3: Our current numbers don't yet tell the whole story. But the signs are there. Brand health is starting to gain traction. Cultural relevance is returning.
Speaker #3: And our phone is ringing from talent that wants to join us. Amaya's outperforming. North America APAC are on path towards better stability. And team sports are heating up, while digital engagement is increasing.
Speaker #3: We're stronger than we were six months ago, and we'll be even stronger six months from now. This transformation isn't easy, and requires a lot of patience.
Speaker #3: More than any of us would like. But we're taking the right steps to build deeper, lasting connections with consumers, and focused on creating mid and long-term shareholder value.
Speaker #3: The good news, we're not starting from scratch. We have the essentials, with presence in nearly 150 countries, 2,000 mono-branded stores, 15,000 teammates, a new headquarters in almost 30 years of sports credibility, our strength is authenticity, which I don't believe we've fully embraced.
Speaker #3: And that's now changing. And yes, the environment is challenging. Limited spending, higher promotions, and a dynamic domestic tariff policy. Independent that, our mission is clear.
Speaker #3: Stop the decline, and rebuild stronger. I understand what's at stake, and intend to apply a lifetime of brand-building experience, 20 years of it with the same public company, and creating our best work, driving this transformation.
Speaker #3: At the heart of this are bold from two shifts, deliberate moves that redefine our brand identity and reshape our operations. Let me walk you through how we're ning that vision into reality.
Speaker #3: Over the past year, we've achieved significant progress in realigning our product engine, simplifying operations, and positioning Under Armour to better serve athletes, customers, and shareholders in the long run.
Speaker #3: We've faced some tough truths: our assortment has been too broad, our material libraries too complicated, and our language has lacked clarity. So we're simplifying, we're consolidating, we're editing, and we're laying the foundation for sharper execution and better pricing.
Speaker #3: Cutting down the product range and materials is already making us faster, leaner, and more focused. We're on track to meet our initial goal of reducing SKUs by 25%.
Speaker #3: We're overing more ways to streamline. This focus sharpens execution and strengthens our product lineup. We've already caught our materials by 30% for our 2025 products, and plan to reduce it further in 2026.
Speaker #3: Lowering costs, improving sourcing, and supporting more sustainable, innovation-driven design. In effect, as our old saying goes, we plan to spend much more time writing a much shorter letter.
Speaker #3: We've tainly made progress, and now aim to push even harder. Especially with underperforming and low-margin products. Leading with math, like any basic 80/20 rule.
Speaker #3: But ensuring that we are also brand-informed as we make decisions. In March, we introduced a category management operating model, in go-to-market process. Both are now active and continuously being refined.
Speaker #3: Along the way, we've bined experienced UA talent with fresh leadership to inject energy and expertise where it counts most. Just last week, Eric Litkey and I guided our corporate team through our five-year strategic roadmap.
Speaker #3: Effectively, the final and third leg of the brand foundation. To complement our operating model that rolled out in February, and the go-to-market we described during our last call, using the no-way backpack as our example.
Speaker #3: These three brand foundational pillars are essential to any transformation, and are what 'm most excited about from a progress standpoint, since April of '24.
Speaker #3: A key component of any strong culture is ensuring that every teammate knows exactly what’s expected of them and what the definition of success is. This structure is now in place.
Speaker #3: Our team is aligned. We're set up to run. So, if I had to simplify the Under Armour strategic goal for the organization into one statement of what we aim to achieve, it is selling so much more, of so much less, at a much higher, full retail price.
Speaker #3: That means tighter assortments, more key item safety stock, netting better order fulfillment, straightforward storytelling of intentional, personified products that we make famous, like our heat gear base layer.
Speaker #3: Realizing the full retail value for our product, all the way out the door. It's what's essential for us to make this brand transformation happen.
Speaker #3: This is underway, and we're driving through two key levers. First, we'll continue to launch Pinnacle, defining products like our HeatGear OG compression mock, the Velocity Elite 3 running shoe, the Magnetico football boot, and the Halo collection.
Speaker #3: Along with accessories such as the stealth form hat and the no-way backpack, products that only UA could make. Informed from our unique brand intersection of sports authenticity, cultural style, and distinct innovation.
Speaker #3: All with higher ASPs that we are inviting the market to stretch to, and they're gaining real traction. Secondly, we're working to apply those lessons of premiumizing our brand to our top 10 volume drivers across apparel, footwear, and accessories.
Speaker #3: We're systematically redesigning our top 10 volume items for better performance, bolder designs leading to better and more full, average selling price revenue. We're elevating the reasonable by UA.
Speaker #3: Updated industry-leading innovative products with richer storytelling and brand confidence for our consumers. These top 10 styles represent tens of millions of units. That, once driving higher average selling prices, will fall straight to our bottom line.
Speaker #3: This two-lever strategy also has the benefit of being the same play we are and would run to help mitigate tariff impacts. While we cannot affect holistically in the short term, we should see this benefit coming through our P&L in coming seasons.
Speaker #3: Pulling this example all the way through, where prior to April 2nd, we'd ready been planning to improve product quality for our consumers with an item like our $25 tech tee.
Speaker #3: Moving that to a higher price point, justified by enhancing fabric material, design, and story. Now we're considering pushing that price point a bit further.
Speaker #3: To an embedded consumer who we do have pricing power with. Effectively, we're running a very similar play to elevate the brand that we're now incorporating to mitigate tariffs.
Speaker #3: We're not, however, walking away from value-driven consumers. Sports gives us room to compete every level. Good, better, and best. We're expanding our top tiers while keeping the right products at entry price points, but moving those price points in the product's quality themselves up.
Speaker #3: That balances what built Under Armour, and it's how we'll continue to succeed, by creating performance gear that is desired by consumers, regardless of the price point.
Speaker #3: We're also changing how we connect with athletes, or realignment of our presence and who we serve. We're shifting from a gym-first approach to a focus on team sports, emphasizing both American and global football.
Speaker #3: Basketball, baseball, and volleyball. It's a deliberate move back to performance, bringing new energy and relevance to today's game. At the same time, we're expanding beyond our Gen X foundation to connect with Gen Z and Alpha.
Speaker #3: Purpose-driven athletes who value transparency, authenticity, and daily relevance. We're also shifting from primarily a professional athlete-only model to an influencer-led, networked, broadening our athlete roster to include high school stars, college athletes, creators, and their communities.
Speaker #3: Through NIL partnerships, grassroots efforts, and authentic storytelling, we're building momentum from the ground up, and the energy will continue to grow. This transformation cuts across every category.
Speaker #3: We're expanding beyond just the locker room, building real sportswear credibility, while continuing to deliver high-performance gear for athletes both on and off the field.
Speaker #3: We're also working to close a gap we've let slip for too long: the needs of women. Yes, we've built a billion-dollar-plus women's business, but its share of our total hasn't increased.
Speaker #3: That's on us, and we're addressing it. We're integrating a women-centered approach directly into our category management model, led by longtime UA veteran, Jeanette Robertson.
Speaker #3: It's a structural change, and we're working hard to get it right. Not only in product, but also in how we design, market, and bring her into our brand.
Speaker #3: Next, let's talk about footwear. We know it's not where it should be. For too long, lacked focus and consistency in a category that defines our industry.
Speaker #3: We pursue too many ideas, adopt a franchise architecture late, and missed opportunities and innovation, design, and storytelling that athletes expect from Under Armour. Well, two years ago, we reset our otwear business under the leadership of industry veteran, Yassine Saidi.
Speaker #3: We made a very intentional decision to take a step back to move forward, streamlining the portfolio, eliminating underperforming lines and rebuilding with a sharper, more focused foundation, deeply connected to the athlete and all aspects of how they live.
Speaker #3: Running footwear a great example. Where we now have two very clear Pinnacle vertical silos of product. Velocity, and the recently launched Halo. We'd made the decision to sunset our previous Infinite franchise, which we believe is a long-term brand right decision.
Speaker #3: But it's come at a price which you're eing affect our near-term footwear lines. And replaced it with a broader aperture and more sports casual vertical of Halo.
Speaker #3: While doubling down on our Velocity franchise and high-performance run. These deliberate decisions, combined with softer demand, are weighing on our results, and we own that.
Speaker #3: However, we believe this to be near term. And over the mid to long term, we anticipate harnessing our Velocity and Halo foundation to drive greater intention across our running category, and a blueprint for the broader footwear business.
Speaker #3: Our immediate numbers reflect the transition, but believe that our long-term results will reflect the transformation. The goal is simple. Sharper design, stronger storytelling, reliable performance.
Speaker #3: On and off the field. Early signs are promising, and we're ing in the right direction. In running the Velocity Elite 3's delivering six major wins this year, American records in the half and mile, and sharing Locati's course record in Boston, just this past year.
Speaker #3: This is exactly the kind of pinnacle moment we're building for. From the $250 Elite 3, with design continuity that stretches across six price points, all the way down to the $75 redesigned Assert, our largest volume program.
Speaker #3: Our running collection connects with runners at every level, boosting brand momentum, earning credibility with athletes, and turning that momentum into real commercial success. In American football, the spotlight pro suede sold out at launch, in baseball, our king of diamonds and juice drops are driving momentum.
Speaker #3: In global football, Ashraf Hakimi wears Magnetico Elite on the world's biggest stage, and in basketball, Flo continues to drive our iconic franchises. These wins are restoring our credibility and fueling performance growth.
Speaker #3: With new sports style 120-plus dollar franchises like Slip Speed Echo and Apparition. Along with fresh launches like Sola and Halo. We're confidently moving into the premium space.
Speaker #3: The goal isn't just to compete, but to lead with ASPs that reflect the strength of our brand and the quality of our products. From a channel perspective, we're shifting from transactional selling to a story-driven brand that consumers seek out and support.
Speaker #3: In the US, this involves replacing a long-standing focus on discounts with premium, athlete-centered narratives, brought to life through elevated DTC experiences. These stories generate demand and improve full price sell-through, while strengthening our oyalty memberships and driving wholesale interest.
Speaker #3: From an operational perspective, we're transforming how we work, by moving from siloed functions to collaborative category-led teams driven by real-time data and shared KPIs.
Speaker #3: This modern system is built for speed, scale, and smarter decision-making, utilizing AI to help us. We're also shifting seasonal drops to an ongoing cycle of brand-led storytelling, fostering emotional connections and lasting loyalty through culturally relevant moments and timely novation.
Speaker #3: Additionally, AI is becoming more integrated across the business, enhancing design, planning, and forecasting. After two years of data and platform development, we have over 80 automations, that are streamlining workflows, reducing time to market, and improving execution.
Speaker #3: From predictive pricing to real-time inventory management. Next, let's talk about the regions, starting with North America. We expect fiscal '26 to see challenges from higher costs due to tariffs, along with softer demand.
Speaker #3: Yet we see this as an inflection point, not a ceiling. Despite the environment, we're executing a phased plan to rebuild brand loyalty, improve revenue quality, and lay the groundwork for sustainable growth.
Speaker #3: In our largest market, we're gaining cultural relevance, beginning with American football, and expanding into team sports, creators, and cultural collaborations that connect Under Armour to the core of the athlete and culture.
Speaker #3: Our priorities are clear: strengthen brand loyalty through top-tier sports, culture, and emotionally compelling storytelling. Stabilize to growth by increasing full-price e-commerce, boosting Factory House profitability, and rebuilding wholesale partnerships.
Speaker #3: And shrink the battlefield, by concentrating on key product franchises and optimized distribution to achieve more consistent wins, doing less things better. Amid this reset, we're eing early signs of progress.
Speaker #3: In digital, we're recreating a more connected, experience-driven platform. Although results are still modest and momentum is evident, Spotlight Suede became our top full-price footwear style, driven by organic TikTok buzz.
Speaker #3: Our SMS program, launched in June, has already gained over 100,000 subscribers, and our Instagram shop has been seen strong growth since its relaunch this past month.
Speaker #3: Our e-commerce net promoter score increased by 18 points year-over-year to nearly 70. A strong signal that our customer experience is improving, and our efforts are resonating.
Speaker #3: Traffic and sell-through still have room to grow, we're tackling that with faster site performance, richer storytelling, and smarter merchandising. In our factory house business, innovation is fueling sales growth, even with this value channel.
Speaker #3: We're seeing success testing new key items at full price, including our $45 stealth form hat, and our heat gear collection, are both strong examples.
Speaker #3: Although traffic remains slower, improved execution is boosting conversion rates. Factory House continues to serve as a proving ground for mixed experimentation, raising ASPs and protecting margins through smarter promotions and targeted merchandising.
Speaker #3: Wholesale remains our biggest North American growth opportunity. Reclaiming shelf space takes time, but we're approaching with discipline and optimism. And our ners are listening.
Speaker #3: Leading with innovative products like HeatGear and a strong pleated footwear performance, we're re-engaging customers and building trust. Each season brings new opportunities, and we're laying the groundwork now for future success.
Speaker #3: In our storytelling, we are making one thing clear: Under Armour's back. We're beginning to see it in the numbers. Brand health is improving, and our renewed narrative and full-funnel media investments are connecting with the athletes we want to reach.
Speaker #3: Our renewed NFL partnership and signings like the number one draft pick, Cam Ward, and Luther Burden III, show our long-term commitment to performance. That momentum drives our We Are Football campaign that'll be debuting in early September.
Speaker #3: Lending sports, music, and culture with athletes, creators, and stars like Justin Jefferson, recording artist Gunna, and top seven on seven talent. With the rapid rise of flag football, especially among youth and women, based on our gridiron credibility, we see a clear path to lead here.
Speaker #3: All in, cultural energy continues to grow. Justin Jefferson's UA Next Flight School content reached 7 million views, even before launching on YouTube. Spotlight suede's TikTok buzz demonstrates how product and storytelling can create demand.
Speaker #3: Activations like the no-way backpack blend performance and lifestyle, in a way that feels fresh and uniquely UA. Especially to the 16 to 24-year-old team sports athlete.
Speaker #3: Excitement is also growing for this year's Curry Tour in China. Which is a multi-day, single-city immersion that unites 30 of the top APAC basketball athletes for Curry Camp.
Speaker #3: Creates one-on-one moments with Steph and his training team, engages regional media, and culminates in CurryCon, a fan-driven celebration where supporters from across APAC share memorabilia and connect deeply with Stephan.
Speaker #3: Delivering a powerful brand and business opportunity through meaningful, high-impact interaction. In Amaya, our strongest performing region, we're ieving profitable brand-driven growth through sharper execution, local relevance, and financial discipline.
Speaker #3: We're not trying to be everywhere, we're focused on winning where it matters most, guided by a high return one, two, three, four strategy. Let me explain.
Speaker #3: One sport, football, being on pitch with elite athletes like Ashraf Hakimi, Tony Rudiger, Pedro Porro, and so many more, is how we're establishing brand authenticity in Europe.
Speaker #3: Through targeted marketing, credible athletes, and franchise-led storytelling, we build trust from grassroots to elite levels. Two cities, London and Paris, are driving our growth.
Speaker #3: Three countries, the UK, France, and Spain. This brings us to four categories of focus: football, sportswear, training, and running. Momentum is building, and 're unlocking Amaya's full potential.
Speaker #3: And importantly, we're applying the lessons from this success in North America and APAC. This strengthens our confidence in the path toward greater stability and eventual return to growth in these markets.
Speaker #3: In Asia Pacific, we've emerged from a reset year stronger, more focused and positioned to advance with discipline. Starting with the appointment of Simon Pestrich, a 25-year industry veteran, to lead the region.
Speaker #3: With structural challenges addressed and key roadblocks removed, we're now building a premium, high-integrity marketplace that reflects Under Armour's true brand strength. Our APAC strategy is clear.
Speaker #3: Reignite relevance through local storytelling and innovation. Drive full price growth and elevate the marketplace through sharper distribution, disciplined pricing, and premium partnerships. Combined with tighter inventory management, these efforts will strengthen both retail and wholesale execution.
Speaker #3: That said, fiscal '26 is about stabilizing APAC and building momentum for sustained growth. Now, before I finish, I want to address the incremental tariffs announced on July 31st and the increased pressures our business is facing this year.
Speaker #3: Following ose updates, we estimate approximately $100 million in additional tariff-related costs. Along with softer-than-expected demand in fiscal '26. When combined, even with mitigation efforts and discipline, SG&A management, our profitability is projected to be about half of what it was last year.
Speaker #3: None of this is ideal. We don't like this. But also, it won't define our year. At this, there's just too good happening with the overall shape and energy of our business.
Speaker #3: We face bigger headwinds before, and this is simply the next one we'll get through. Because no matter the environment our ission remains unchanged to execute the strategy, strengthen our brand, increase average selling prices, and succeed with athletes, we're running our play.
Speaker #3: And that's exactly what we're ing. With a world-class team and a clear strategy aligned across the organization, we're advancing with clarity, agility, and accountability.
Speaker #3: Even now, before this transformation is fully realized, Under Armour is a $5 billion brand. That's a testament to our enduring relevance, strength of the brand, and a lear signal of the massive potential ahead.
Speaker #3: At our core, we're not reinventing who we are, we're reclaiming it, bold, original, and unapologetically UA. I appreciate your attention and trust this morning.
Speaker #3: And with that, I'll turn it over to Dave to discuss first quarter fiscal '26 results and the outlook we have for Q2.
Speaker #4: Dave, thanks, Kevin. Moving directly into our first quarter fiscal '26 results. We're pleased to have delivered another quarter that met or slightly exceeded our look on every line item.
Speaker #4: First quarter revenue declined 4% to $1.1 billion, with regional results as follows. In North America, revenue declined 5%, primarily due to a decrease in our full price wholesale business and lower e-commerce sales.
Speaker #4: Revenue in Amaya increased 10%, or 6% after adjusting for foreign currency fluctuations. Indicating steady growth in the region. Furthermore, Amaya saw growth across all channels during the quarter, led by our full price wholesale business.
Speaker #4: APAC revenue decreased 10% on both a reported and currency-neutral basis, with declines in wholesale and DTC as consumer confidence remains weak amid a highly competitive and promotional environment.
Speaker #4: And within Latin America, revenue declined 15%, partially due to foreign currency headwinds. On a currency neutral basis, revenue declined 8% for the quarter, with decreases in full price wholesale and DTC, partially offset by growth in our distributor business.
Speaker #4: From a channel perspective, wholesale revenue declined 5%, as lower full price and distributor sales were partially offset by growth in our off-price channel, driven by timing of sales to third-party partners.
Speaker #4: Direct consumer revenue declined 3%, including a 12% decline in e-commerce sales caused by highly competitive conditions in APAC and North America. Sales from our owned and operated stores increased by 1% this quarter, led by our factory house business.
Speaker #4: And licensing revenues increased 12%, with growth in both North American and international licensees. Finally, by product type, apparel revenue declined 1%, with softness in run and outdoor and golf.
Speaker #4: Partially offset by strength in train and sportswear. Footwear revenue was down 14% in the quarter, with declines across all categories. This reflects a challenging consumer demand environment, and our deliberate work to optimize the business as we prepare for stronger, more impactful launches in the seasons ahead.
Speaker #4: Accessories grew 8% this quarter, driven by strength in train and sportswear, along with accelerated inventory management actions. Our first quarter gross margin increased by 70 basis points year-over-year to 48.2%.
Speaker #4: This growth was driven 55 basis points of favorable foreign currency impacts, 30 basis points of pricing benefits, and 30 basis points of favorable product mix.
Speaker #4: These benefits were partially offset by 45 basis points of unfavorable channel mix, and supply chain headwinds. Now moving SG&A expenses. Which decreased 37% to $530 million in the first quarter, as last year's first quarter included a considerable litigation reserve expense.
Speaker #4: Excluding approximately $8 million in the transformation expenses related to our fiscal 2025 restructuring plan, our first quarter adjusted SG&A expenses were $522 million. Reflecting a 6% decline compared to last year's adjusted figure.
Speaker #4: The decrease was primarily driven by lower marketing and savings across various areas, and resulting from our restructuring plan and ongoing cost management efforts. In the first quarter, we recorded $13 million in restructuring charges, and $8 million in transformation-related SG&A expenses.
Speaker #4: Totaling approximately $21 million since launching our fiscal '25 restructuring plan, we've recognized $110 million in charges and transformation expenses to date. $65 million of which are cash-related, and $45 million in non-cash.
Speaker #4: We now expect total plan charges to finish towards the high end of our previously disclosed $140 to $160 million range. With the remaining costs, primarily tied to the planned closure of our Rialto distribution center, recognized by the end of fiscal 2026.
Speaker #4: As a result of these actions, we delivered approximately $35 million in savings in fiscal '25 and expect approximately $45 million more in fiscal '26.
Speaker #4: With the emergence of significant new tariff pressures, we are actively reviewing our cost structure to find additional efficiencies, always with a brand-first approach. This is to ensure we can offset headwinds while reinvesting in this product, storytelling, and experiences that drive our growth.
Speaker #4: Continuing through the P&L, we reported operating income of $3 million in the first quarter. Excluding transformation expenses and restructuring charges, our justed operating income was $24 million.
Speaker #4: Looking at the bottom line, our reported diluted loss per share was $0.01, while our adjusted diluted earnings per share was $0.02 for the quarter.
Speaker #4: Now moving to the balance sheet. Inventory at the end of Q1 was $1.1 billion, a 2% increase year-over-year. Our cash balance was $991 million.
Speaker #4: And we did not utilize our revolving credit facility during the quarter. The sequential increase in cash was mainly driven by our June issuance of $400 million in senior notes due in 2030.
Speaker #4: We plan to use the proceeds, along with borrowings under our revolver, to redeem the $600 million of senior notes that are due in June 2026.
Speaker #4: Looking ahead, to our outlook for the year. And building on Kevin's opening remarks, last quarter we noted that before any global trade policy changes, we expected a modest revenue decline in fiscal '26 as we focused on strengthening the brand and increasing higher quality sales.
Speaker #4: Since then, changing trade policies have created additional headwinds, including on the demand side. Making it more difficult to predict the future environment. But also highlighting the importance of our disciplined, brand-first strategy.
Speaker #4: Considering our expected fiscal '26 cost of goods sold headwind of approximately $100 million or about $200 basis points of negative gross margin impact, we are actively pursuing mitigation strategies.
Speaker #4: Such as cost sharing with suppliers and partners, exploring alternative sourcing tions, and making selective pricing adjustments. However, due to the complexity and lead times involved, we anticipate most of the gross margin offsets to be realized in fiscal '27 and beyond.
Speaker #4: Amid these headwinds, we are also maintaining cost discipline and SG&A. Reducing discretionary spending, and continue to expect to leverage against revenue as we stated on our last call.
Speaker #4: That said, we are working to protect the brand and preserve strategic investments that are critical to unlocking long-term value. Given the new tariff costs this year, and related demand impacts, partially offset by our igation actions, we expect operating income on an adjusted basis to be roughly half of fiscal '25 levels.
Speaker #4: Additionally, we also expect fiscal '26 EPS to be pressured by higher other expense primarily interest expense from increased debt, and an adjusted effective tax rate more than double fiscal 2025.
Speaker #4: Driven primarily by unfavorable regional mix and profitability. Now, turning to our outlook for the second quarter of fiscal '26. We expect revenue will decline 6% to 7% year-over-year, which we believe will be our toughest quarterly top-line result of this year.
Speaker #4: In North America, we anticipate a low double-digit decline due primarily to continued weakness in our wholesale business. APAC is expected to be down at a low teen rate as we continue to navigate soft consumer sentiment and a highly promotional environment.
Speaker #4: That said, in both of these regions, we're staying focused on improving sales quality and creating a healthier, more premium marketplace. On the upside, we expect Amaya to deliver high single-digit revenue growth, strong performance across both wholesale and DTC channels.
Speaker #4: Regarding gross margin, we expect a decline of $340 to $360 basis points compared to last year, driven by approximately $300 basis points of declines from higher product costs of which about two-thirds relates to new tariff costs.
Speaker #4: And approximately $100 basis points of decline from channel mix. We expect these decreases will be partially offset by favorable changes in foreign currency, and pricing benefits.
Speaker #4: Excluding transformation expenses from our fiscal 2025 restructuring plan, the second quarter adjusted SG&A is projected to grow at a high single-digit rate year-over-year. Recall that last year's second quarter was not adjusted for a $27 million insurance recovery benefit tied to prior year legal fees.
Speaker #4: Excluding the insurance recovery, adjusted SG&A is expected to grow at a low single-digit rate, driven primarily by higher marketing investments as we lap a timing shift that pushed most of last year's spend into the second half of the year.
Speaker #4: Bringing together, we expect adjusted operating income for the quarter of $30 to $40 million. Incorporating the previously mentioned other expense and tax headwinds, we anticipate adjusted diluted earnings per share will range from $1 to $0.02 for second quarter.
Speaker #4: So to close, while the environment remains dynamic, we're staying focused with financial discipline, confidence, and a lear sense of direction. We are shaping Under Armour into a brand that stands apart, where sports, performance, and style converge in a way only we can deliver.
Speaker #4: This transformation will take time, and requires patience. As we take a deliberate steps needed to get it right. Our team is making bolder decisions, streamlining operations, and moving with greater speed and precision.
Speaker #4: In the near term, we'll remain agile and disciplined through this building phase. Over time, these actions will deliver what matters most: stronger results, deeper consumer loyalty, and a brand that's more resilient, more distinctive, and positioned for lasting success.
Speaker #4: Now, we'll open the call to questions. Operator?
Speaker #1: Thank you. We will now begin the question and answer session to ask a question. You may press star, then one on your telephone keypad.
Speaker #1: If you are using a speaker phone, please pick up your handset before pressing the keys. To withdraw your estion, please press star, then two.
Speaker #1: We will now pause momentarily to assemble our roster. And today's first question comes from Jay Sol with UBS. Please proceed.
Speaker #5: Great. Thank you so much. Kevin, two-part question. First, can you just k a little bit about how tariffs are impacting demand from your wholesale channel partners and kind of what you've en and what those conversations have been like?
Speaker #5: And then, secondly, maybe in North America, you mentioned in the prepared remarks that the brand's been inflecting maybe before the business, but can you maybe dive in a little bit more and share with us some of the green shoots you're seeing of improving brand health?
Speaker #5: Thank you so much.
Speaker #2: Yeah. Thanks, Jay. First of all, you know I ink the tariff environment isn't ideal for anyone, and I ink it inadvertently hits our industry probably harder than everybody's affected at some level, but it ally hits our industry differently.
Speaker #2: But I got to tell you, I'm not sure that what we'd be doing for tariffs would be any different than what we've already started underway.
Speaker #2: And I think I did a good job of laying out. The two-part approach that we have, the two-lever strategy we have attacking tariffs, which is number one, you ow we don't like the environment.
Speaker #2: We don't like where the math is. We don't like how we're doing. And I think it's important that I say that. But what we're doing about it is some of the things we've been trying to in an industry with an 18-month go-to-market cycle. For myself, being back in this chair for 16 months, we had plenty of good things happening before I got back in the chair. But I think where we've really rallied ourselves around is focusing on key items that the consumer can look at and understand it's a product that only UA could make, and it's special.
Speaker #2: I think that we've been able to put that proof in the pudding when it comes to things like that stealth form cap at a $45 price point and inventing from what has been a $25 price point in our industry that usually is out the door closer to $13 or $14 for most brands.
Speaker #2: So changing that price point during the same thing with the go-to-market strategy we laid out with the no-way backpack and a $40 to $65 market, introducing a $140.
Speaker #2: And so that first lever is that we're going keep creating shiny new things that the consumer looks at, covets, and must-have. Secondly, it's really the attack that we're ing across our broader portfolio.
Speaker #2: It's beginning with the top 10s in apparel, in footwear, in accessories. This has been underway, as I use the example of the tech tee product we have, but to be honest with you, we haven't, and this Under Armour owns this.
Speaker #2: We hadn't updated that product in too long, and we watched our average selling price continue migrate further and further from the suggested retail price.
Speaker #2: And so that discounting is something that we've been actively addressing, and that we have a relaunch plan for that product, where we're not only just going to reinvent the product, but it gives us the ility to move that price point up.
Speaker #2: We've talked about pricing power before, and our ability to sort of broadly add that to our overall ecosystem. We're cautious with that, of where we are right now.
Speaker #2: But we believe that this process, as we've been through this reinvention, is something that'll give us the ability to come back to the consumer with an embedded consumer who knows the product and is looking, expecting something, delighting them, and giving them more, and the ability to push that price point much closer to the full retail price.
Speaker #2: So I think that lever is very solid. And I think this is very related, so thank you for the estion, Jay, but will you ask about the brand inflecting before the business does?
Speaker #2: You know, let me give you three aspects of how I think about that. First of all, it's factual. You know, in being out and seeing our base layer is trending.
Speaker #2: This campaign we have here in North America and our European team is doing a at job talking our foundation of base layer compression, et cetera.
Speaker #2: But here in North America, we'll be launching this UA's football campaign coming up in September. And I think the product that we're keting is on point.
Speaker #2: The product and what we're seeing is actually checking really well. I'm talking double-digit types of sell-throughs that we're eing in our compression base layer, which has a halo effect for the overall brand of sort of bringing compression back into top of mind, which is a category that UA owns.
Speaker #2: There's also--and that's facts. There's also our NPS score that I ioned about things like our e-com site of going from 53% to 70%. That's best-in-class type of points that we have there.
Speaker #2: We've also seen brand metrics rising, especially with our 18- to 34-year-old demographics, growing low double digits to mid-single digits as well, with brand perception.
Speaker #2: And then, you ow, adding and being able to get into things like the SMS program, I ink, is really pful. Secondly, let me just point us to retailer confidence.
Speaker #2: I've been out, I've been king to our customers. You know, reigniting those relationships that we have with them, I have to say, I believe there's belief from our customers that we're talking to.
Speaker #2: And that's ause in some of the channel checks, and you're unfortunately not seeing that come through immediately with the math, but we're seeing positive comps out there with some of our biggest and best retailers.
Speaker #2: When it comes to men's and women's apparel specifically. In order to get that shelf space back, it's exactly where we need to be. And those are the conversations we're aged in right now.
Speaker #2: Those are just six and nine-month conversations, typically. But they're ieving, and I think it's happening. You know, thirdly, I'll say, just the subjective, you're right, Jay, I have been doing this for long time, close to 30 years and 20 as a public company.
Speaker #2: But something's just different. As I said, our phone is ringing. You can feel it. This kid is not sort of turning their back to Under Armour.
Speaker #2: I ink they're turning into the brand. And we're really seeing something which feels like just positive momentum. And it's a sentiment that's here in our building every day.
Speaker #2: It's a sentiment that we're, again, feeling from some of our partners. And it's not perfect out there for sure, and we have a number of things to work with and tariffs is certainly on that list.
Speaker #2: But I think if we put our head down, what we're doing right , and we just continue to make small steps, small bites of the elephant, we're moving in right direction.
Speaker #2: And 'll end that with just, I can confidently tell ou that today, as we sit, from what knew taking this job 16 months ago, to just even a year ago, we're better than we were a year ago.
Speaker #2: We're better than we were six months ago. And I have great confidence, all the confidence that we'll be better six months from today. So this projection, it feels like the trajectory is going in the right way.
Speaker #5: Got it. That's very helpful. Thank ou so much.
Speaker #2: Thanks, Jay.
Speaker #6: Thanks, Jay.
Speaker #1: Our next question comes from Sam Poser with Williams Trading. Please proceed. And Mr. Poser, your line is open. You may be muted on your end.
Speaker #2: Okay, we can go to next question, and we will get back in the queue.
Speaker #1: All right. Thank you. The next question comes from Peter McGoldrick with Stifel. Please proceed.
Speaker #7: Hey, thanks for taking my question. Dave, I have a question for you as we think about the SKU cleanup and pullback on promotion and pricing. Can you help us think, within the two-queue revenue guide, in terms of AUR and units, how should we be expecting this to develop moving forward?
Speaker #2: Yeah, I would say, you know, Q2, as we mentioned, is probably going to our toughest quarter as we think through the year, as we're making a lot progress relative to product and, you know, hopefully 'll see some of that coming through when we get forward towards Q4.
Speaker #2: But in Q2, I think, you know, North America is going to be a tougher decline for us. You know, we talked low double-digit there.
Speaker #2: We're still seeing the impact of the trailing spring, summer '25 order book challenges that we spoke to before. Also, some traffic challenges within retail.
Speaker #2: So we're ing our best to navigate through that. You know, as we think promotions and discounting, you know, we made a lot of improvements and progress last year, and we talked about that a lot.
Speaker #2: We saw that come through the gross profit last year. We intended to make more progress on that this year. I think with the tariff environment and how that's impacting demand and the overall market, it's going to be tougher to make more progress this year.
Speaker #2: But I think we do have that increased discipline, so we're going to make sure that we're sharper in how we do that. And we 't want to go backwards for sure.
Speaker #2: So it is going to be tough as we navigate, and some of that is what's assumed in our Q2. Which is, you know, knowing that it's going to be a promotional environment, knowing that we don't want to play in it as much.
Speaker #2: And don't want to take steps backwards. That does pressure revenue a little bit in our Q2 outlook. But then also, you know, the pressure that 're seeing in APAC.
Speaker #2: So those are really the puts and takes there, and then obviously we spoke a lot about the Amaya progress and the continued momentum there, which is great to see.
Speaker #7: Thanks for that context. And then I'm curious on marketing investment direction. As you work to engage the 16 to 24-year-old team sports athlete, is there anything you can point to to substantiate improved consideration with this younger demographic?
Speaker #2: Yeah, Peter. I think, as I just covered with Jay's queue as well, you ow, we're seeing brand perception as it's up in the mid-single digits.
Speaker #2: You know, the 18 to 34, the brand awareness is ing up. And so we're seeing these you know, we're seeing actual measurements moving in the right direction.
Speaker #2: But I have to say the subjective is probably something that weighs it even more. It's sort of the energy and excitement, some of the things that 're seeing on our own e-commerce site, how people are acting and aging the products that are selling.
Speaker #2: It's products that people would typically be using other brands for. We're starting to see some that push, and that moves from on-field cleaned products all the way to some of the more sportswear styles we've been launching, you know, of late.
Speaker #2: We have products like the apparition tech and, you know, the new solo that we just launched, which I don't think the umer would see themselves purchasing that from us before.
Speaker #2: That they're iving Under Armour permission. Their sales permission to buy our brand, you know, at this time. So I think we feel pretty positive about where it's moving.
Speaker #2: And it's also the athletes that are signing with us and, you know, the partnership with Gunnas. Again, we are looking for influencers that are going to give—we keep saying—give that kid permission.
Speaker #2: Thank ou.
Speaker #1: And the next question is from Sam Poser with Williams Trading. Please proceed.
Speaker #7: Yeah, sorry about that, folks. Can you hear me now?
Speaker #2: Yep, we can.
Speaker #7: All right, good, good. So I have a handful of things. One, Kevin, you seem to be much more circumspect now than you were in prior 2019, love some color there.
Speaker #7: Number two, can you also bridge sort of how you see this brand improvement sort of start to show up? Number three, tax rate. And then number four, can you talk anything order book for a holiday, or even into spring '26?
Speaker #7: Now, if you're eing any what you're starting to see there, versus you're only really guiding the quarter, you say it's going to take little bit, it's going to take longer now because of the tariffs and so on.
Speaker #7: But can you give us some color, looking out a little further as well?
Speaker #2: Yeah, I'll start, Sam, and I'll let Dave handle tax rate. But let me just give ou, I think, how I'm thinking the business, which is, you know, I've been ing this a long time, and you know, have the ability to come back and hopefully apply all the benefit of that experience with, you know, a bit of wisdom, a lot of humility, and real understanding and empathy for our consumer, for our team, and what means to be in this business.
Speaker #2: So it's a privilege. And I approach it like that every day. You know, one of the phrases we use here is model the behavior.
Speaker #2: Which means it does mean showing up for a 6:30 AM Type O class or 6:00 AM boxing class. Being with our team, being here every day, and just seeing and building this in a much dinner, bigger and better, more effective way.
Speaker #2: I'm really proud of the team that's been assembled here. I think it's clear. You know, we're substantially built. As we look right now, and now it's just a matter of execution.
Speaker #2: So bringing that confidence from, you know, inging a brand partner like Eric Litkey to the organization and many of the other additions and hires that we've e, we painstakingly have been building out the product infrastructure of the company.
Speaker #2: Now it's moving into the marketing function. Now that we have the three legs of the operating model, the go-to-market, and the strategic business plan, clearly articulated, it's a matter of execution.
Speaker #2: So as I said, it's an 18-month process in our industry, but we'll continue to execute there. So hopefully what you feel is a bit of much calmer and clearer confidence in where the business is heading.
Speaker #2: And that's why I gave that reflection of thinking where we're ing. The brand improvement, it feels, you ow, we have metrics, as I've stated, some of the NPS scores, and other things we're seeing as it relates to brand awareness and perception.
Speaker #2: With the company, but you're seeing it from these kids. I've got to tell you, is it's different. Something's different. And that's where I get to apply the experience I've had doing this to just what you see and I think almost as importantly as what you feel in our gut.
Speaker #2: So it feels like we're moving in the right direction. Let me just touch on order book, and I'll let Dave touch that as well.
Speaker #2: We're now in the move for our fiscal year, moving to the end of March. It extends things, so we're seeing a little greater impact as it relates to tariffs for the full fiscal year.
Speaker #2: And that's something that's had a bit of an effect as we're looking at some of our orders as we're trying to work all this through to the bottom line.
Speaker #2: We've en energy and momentum especially with some of our sportswear products that we're inging in. And again, the buyers and the retailers committing to things that we've won with before.
Speaker #2: You know, our compression base layer, anything performance in on-field, we've got the innovation pipeline is really full right now, and there's a lot of energy from our customers with that.
Speaker #2: And I ink we've laid out, I mean, just in footwear alone, I think we've had seven eight launches over a 12-week span from our slip speed echo to sportswear solo, the halo collections.
Speaker #2: How they're selling in right , there's a bit of wait and see. And by wait and see, I mean people are bringing them in, but they're testing.
Speaker #2: And so we're making bets where we think that we're going win. We're going to make sure that we're in an inventory positive position to be able to service that demand.
Speaker #2: But there's nothing wrong with a little bit of scarcity too. So our order books—let me let Dave give a little color there. Yeah, I mean, I think that, you know, obviously we're only giving real detail here on Q2, but, you know, we are excited about the reactions and the feedback we're getting on the t.
Speaker #2: And I think that, you know, as we think forward, we get to the tail end of Fall/Winter '25, but then, more so when we get into Spring/Summer '26, which is more Q4, we think that there'll be the most strength there.
Speaker #2: And that's what we're kind of excited about as far as how we're talking with the accounts how they're receiving the product. You know, what they're eing from our kind of newly developed product team and some of the partners we're working with.
Speaker #2: So that's kind what we're looking at at this point, but we're not at a point yet to give a lot more detail than that.
Speaker #2: I would say from a tax rate perspective, you know, there is a lot going on. Within taxes, and I think maybe if I try and simplify it as much as possible, you know, at a high level, we're paying taxes and we're incurring tax expense in the foreign jurisdictions where we're making income there.
Speaker #2: Which that makes sense. But when you think about the additional tariff costs, et cetera, that we have this year, we actually won't make money in the US this year.
Speaker #2: So that expected loss is there. But we can't actually take the benefit of those US losses from a tax perspective because they're actually being absorbed by US guilty tax regulations, which basically requires to use our domestic losses to offset foreign earnings first.
Speaker #2: So it's a little of a double negative there. That we're dealing with, but it all kind of is attributed to the lower profitability this year.
Speaker #2: That we will grow out of as we move forward beyond this year.
Speaker #7: Thanks. So just one last thing. I heard through the grapevine that you are looking at different channels. Are you getting good responses on different channels of distribution?
Speaker #7: And you've signed that OneRapper Gunna. I heard there might be some other sort of even more prominent rapper on the horizon, can you give us any color there?
Speaker #2: Yeah, we've a lot of things in flight right , Sam. So that's the good news. As I said, our phone is ringing. So I want to make sure as well that when we're sort of trying to articulate like where the brand is or where we sit, you know, I tend to come with a North American bent, but you know the momentum that we've seen in Amaya of sort of where Under Armour's position there, I think we're probably the top brand in France and you know 've really built a great foundation in the UK as well through our European strategy.
Speaker #2: But the brand's just working. And that gives us, you know, probably even greater confidence that the play we're running here now is what Amaya was running four or five years ago.
Speaker #2: And so there's great things on the horizon to come for us, so we just got to head down, just keep chopping wood, but you ow the team feels that there's a at confidence here.
Speaker #2: Thank ou.
Speaker #7: Thank ou.
Speaker #1: The next question is from Brian Nagle with Oppenheimer. Please proceed.
Speaker #8: Hey, good evening. Thanks for taking my question. So, Kevin, the question I want to ask, and I guess it's bigger picture, but you're clearly executing this repositioning against a very fluid macro competitive backdrop.
Speaker #8: But as you've en, as you and the team have been, you know, pushing this forward, you know, dealing with of these challenges, are there any key course corrections that you've made so far and you've started to see results those?
Speaker #2: I'd start with Brian, is that I think that overall theme, if ou ask me to sum it up, which is selling so much more, so much less, at a much higher full retail price.
Speaker #2: You know, it's our commitment doing that, you know, with the right partners. What we're trying to convey is that we're not trying to eat the whole elephant at once.
Speaker #2: We are taking this in bites. We are dealing with a dynamic and fluid environment, as you said. But, you know, we'd be doing this anyway, whether it's tariffs or whatever else is happening.
Speaker #2: I think this is frankly the right component, as we've looked at other turnarounds, what people have done, you know, in strategic transformations. There's nothing else to do but just slow down, focus on your core, do it better.
Speaker #2: As I said, we're in the SKU reduction. We're in materials reduction. And just getting , making the toolkit smaller. So there's not as many questions as to how we're trying , you know, build this next chapter for us.
Speaker #2: So we're focused on the controllables, doing all the right things that we can. But, you know, it's not magic. And I say that not as, you ow, I'm asking you to wait years upon years.
Speaker #2: But I think, you know, again, month 16 of an 18-month industry go-to-market process, I think we're that far away. We've got work to do.
Speaker #2: But you'll start seeing it where the math will start to back up what 're doing. We can't point to it today and in a thought-proving for to do.
Speaker #2: We're , again, have our head down and just marching forward.
Speaker #8: That's helpful. And the follow-up question to that for me is, you know, you talked a lot about today about, you know, really focusing on the brand.
Speaker #8: And reestablishing the brand. Is the operational structure of Under Armour correct right ? Or should we expect some additional operational changes as well?
Speaker #2: No, that's what's been put in place. As I said, in February, we implemented our operating model, which is category management. Following that, I will show you what the go-to-market strategy looks like in a very commercial sense, utilizing that new backpack, which is elite product number one. It includes clear storytelling to communicate that to the sales force and how they can sell that into accounts.
Speaker #2: Making sure that the POP is correct and the way we sell it through. And then finally, the execution of how we're brand building around it, which I ink everybody continues to ask about, is that is the willingness from the consumer to be there?
Speaker #2: And that's what we're finding in some of these premium price points products that we're putting there. Really seem to be working for us. The strategy-wise for us, it's just about, again, I think execution is probably the topic of the day for us to lean on and get after.
Speaker #2: And then finally, it's the strategic business plan. Those three legs are in place. The foundation is there. It's a matter of us just running that through the model right now.
Speaker #2: So the GMs are really excited about it. We have four great leaders here who are running our business, and they're reporting to Eric. It's someone with experience.
Speaker #2: You've seen it before, with a lot of Under Armour UA integral knowledge. Come, you know, combined with expertise from the outside. So we're doing this ourselves.
Speaker #2: Meaning it's just industry experience that's driving this for us.
Speaker #8: Got . I appreciate all the color. Thanks.
Speaker #2: Thank ou.
Speaker #1: Our next question comes from Paul Ledgeway with City. Please proceed.
Speaker #9: Hey, thanks, guys. I want to understand the second quarter North America sales decline a little bit better and how we got to that down low double digits.
Speaker #9: Was that always what the order book looked like? Did you see some cancellations? If so, do you see more on the apparel side or footwear?
Speaker #9: And also, I'm curious if any of those cancellations, if you did see them, were tied to price increases that you tried to take, that the retailer sort of pulled back from.
Speaker #9: Thanks.
Speaker #2: Yeah, Paul, this is Dave. You know, I'd say a couple of things there. You know, we did speak before about the harder, you know, spring, summer '25 order book that we've been dealing .
Speaker #2: And that's definitely out there. On the factory house side, you know, and on the also brand house side, we've seen traffic definitely trail off.
Speaker #2: And we think a lot of that has been tied to the timing of the developments in tariff environment and some of the uncertainty that's out there in the market.
Speaker #2: And then from an e-commerce perspective, it's been pretty promotional and we're ying not to play into that as much as we took so many good steps forward last year.
Speaker #2: So there's a lot of different pieces to that. I would say that that's coming into play, and that's something we're continuing to kind of navigate.
Speaker #2: And we want to stay true to the strategy. We don't want to divert from that. We understand that creates some extra pressure as we step through Q2.
Speaker #2: But we're going to navigate through that. And I think, you know, when you look at the product breakdown, there are more headwinds in footwear.
Speaker #2: Than apparel. We saw that in Q1, and we expect that will continue in Q2. Again, as we go further into the back half of the year, we see that starting to turn the other way as we get more of the new product out there.
Speaker #2: And there's a lot of new excitement around that product. So we think that that should be more of a temporary situation as far as the lag on footwear more than apparel.
Speaker #9: Got it. And then just for the elevation strategy, have you already started to take prices up on like-for-like items? And what has been your wholesale partner's response to that?
Speaker #2: So I'd say a couple of things there. You know, we have worked through some specific and targeted price increases. More that's going to be around some of our new product launches.
Speaker #2: And or relaunches. And then as we think about further down the road, and this is why we talked about more of it being a benefit in fiscal '27, is where we might be le to drive through some more holistic price increases, more from a band perspective on price levels, as we see a lot of our competitors in the space moving into that as well.
Speaker #2: So we believe there will be an opportunity to do that. Again, that's not something that we can move through as quickly. As far as how it could benefit fiscal '26.
Speaker #2: So there'll be some benefits in fiscal '26 that are more targeted and specific. And I think the accounts are okay with that. As we step into fiscal '27, there will be some broader benefits from the pricing changes.
Speaker #2: And based on what we're seeing in the market, from other brands, you know, we're believing that that's going to be irly accepted.
Speaker #9: Thank you. Good luck.
Speaker #2: Thank ou. Thanks, Paul.
Speaker #1: The next question is from Brook Roach with Goldman Sachs. Please proceed.
Speaker #10: Good morning and thank you for taking our question. Kevin, as you think about the execution of the North America transformation, has anything changed in this current macro backdrop that shakes your confidence in your ability to deliver that on a medium-term basis?
Speaker #10: And then for Dave, can you just parse the comments on the DTC a little bit more? In North America specifically, what actions do you have in place that can help move the needle with your customers in both e-com and brick-and-mortar post moving through some of this pressure that you're seeing in the second quarter?
Speaker #10: Thank you.
Speaker #2: Yeah, thanks, Brook. I think that we're relatively confident with what we're seeing. And that means, again, some of outlook in near-term. And I ink that confidence is something that's lecting through to our retailers and some the performance they're seeing.
Speaker #2: So the softer traffic trend is certainly affecting across all channels for us. Especially here in North America. But there's clearly, you know, again, as I stated earlier, there's clearly momentum that we're eing with some of our products.
Speaker #2: It's particularly around our core with base layer and other things that are pushing out there. You've got these one-off glimpses of light that we're seeing in some of the new sportswear offerings.
Speaker #2: But that's a new trade for the consumer. They haven't ally expected and seen us there. So we're coming out and launching things like the new solo collection, halo, the new apparition tech, which is something in an urban environment, which is doing really well for us in some of our more targeted city stores that we have.
Speaker #2: But we're also showing them things like the collaboration we did with the car manufacturer, Mansory, in global football. And I think you're starting to see just aspects of the brand that people haven't seen before.
Speaker #2: And it's showing up in a new way in a new place. That, underpinned by our core getting stronger, is something that we think is the halo that could help us.
Speaker #2: And so while we're not ready to give that in terms outlook of how that'll inflect on the business immediately, you ow, we're doing well with the business.
Speaker #2: I think that's where we continue to do what we said we were going to do. And just marching forward. And I want to say that with more confidence than fingers crossed.
Speaker #2: There's real context to what we're seeing in some of the NPS scores and some of the other indicators that we have around awareness and perception for the brand.
Speaker #2: So you're feeling it, and we're just starting to see that in the sell-through. So one space at a time, you know, one foot in front of the other, is how we're marching through North America.
Speaker #2: And Brook, I think, ou know, when you think about the DTC front, you know, the two big pieces are really factory house and e-com for us, brand house is pretty small, as you ow.
Speaker #2: And you know, the bigger pressure that we're seeing is really going to be more on the e-com side. And that has to do with the level of promotions in the market right .
Speaker #2: And you ow, we'll have to play in that to a degree. But we're ally trying to hold the line and not really lose the ground and the improvements that we drove through strategically last year.
Speaker #2: And that is creating some of that extra pressure on e-com. I think some of the additional marketing efforts that are coming through and some of the campaigns that Kevin mentioned, are going to help us better and back half of year.
Speaker #2: Relative to e-commerce, Q2 is still going to be pretty tough there. On factory house, we've seen the decreased traffic, and that's been really retail in total for us.
Speaker #2: Brand house and factory house. We've been combating that. With some of the assortments that we have, we've added some of our full-price product to draw consumers in a little bit more as well, just because there's not as many access points for them to get to brand, since we don't have many brand house stores.
Speaker #2: And so we've been able to actually combat a good bit of that through better conversion. So the factory house impact on Q2 is less, really, than the e-com impact.
Very helpful. And it's good to hear about the NPS scores. Um, I wanted to ask as a second question. Uh, um, gross margin guide for, for for 2q to down 34 340360. Can you unpack that a little bit more for for the audience? Like, how much is tariffs with embedded in that? I think that's 1 of the 2 drivers of the pressure. And should should we assume that kind of pressure rate overall on Gross margins for for the second half to get to the commentary around profitability being half of what it was last year? Thank you very much.
Sure. Um, when you think about the, the biggest driver, is, is definitely the supply chain headwinds. And that's, you know, probably in the neighborhood of 300 basis, basis points. 200 of that, or or 2/3 of that. We mentioned is really the direct tariff cost impacts. Um, and then there's some other, uh, pieces of product, costing inventory returns, and things like that, that comes into play there. Um, then there's smaller, uh, impacts relative to channel mix. Um, you know, we are doing or expecting a little bit higher liquidation this year than last year with third parties still staying within that, um, 3 to 4% operating mix. Um, but definitely maybe on the higher end where we used to be on the lower end of that. So that's a little bit of a headwind as we think about the quarter, uh, and then on the positive side we do see FX benefits. Um, and then we also see some favorable pricing, uh, changes that are
Factor is the the year-over-year 200 basis point hit on the Tariff costs that were estimating currently.
Very helpful. Best of luck with back to school.
Thanks.
Thanks for that.
And this does conclude our question-and-answer session as well as today's conference. Thank you for attending today's presentation, and you may now disconnect your lines.