Under Armour upgraded at Susquehanna, but analysts question just how 'premium' the brand really is [MarketWatch]
Under Armour, Inc. Class C (UA)
Last under armour, inc. class c earnings: 2/11 06:55 am
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Source: MarketWatch
Under Armour Inc. was upgraded to neutral from negative at Susquehanna Financial Group with analysts more than doubling the athletic company's price target to $9 from $4. Still, analysts led by Sam Poser question whether the brand is really a "premium" label. On the Friday earnings call, Under Armour Chief Executive Patrik Frisk talked up the premium nature of the brand calling out its continued innovation and its efforts, pre-COVID, to rebuild its reputation. "Premium has been and will continue to be core to Under Armour's brand positioning," he said, according to a FactSet transcript. "In this respect, we are working both to strengthen and, in some cases, earn back that consumer promise, one innovative product and premium experience at a time." But Susquehanna calls out the retailers where Under Armour is sold, throwing the "premium" description into question. "Under Armour must, in our opinion, pull back on its presence in the moderate channel at retailers such as Kohl's, Famous Fo
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