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A crowded market facing competitive pressure from the likes of Adidas, drove Under Armours inventories up 17% on a year-over-year (YOY) basis in the most recent quarter. In Q4, management said the firms basic staples performed poorly in a competitive environment, while the firm did not offer enough choices for fashion-conscious athleisure customers. Industry players are all targeting the athleisure in North America, a segment which grew at a rate of 12% in 2015, according to Fortune. Gaining traction in athleisure is critical for Under Armours future, as the segment comprises 80% of the companys online sales. A successful online strategy is imperative as the traditional apparel market shifts to cope with a decline in mall traffic and a surge in e-commerce . While Under Armour has posted more than 20% revenue growth over last 26 quarters, the firm has struggled with profitability more than its rivals, consistently posting lower operating margins compared to its peers. As the firm remains reliant on retail partners, Under Armour was forced to recently lower guidance when it lost its distribution network with a bankrupt Sports Authority. At a price-to-earnings ratio of approximately 48.6, Under Armour appears more expensive than rivals such as LULU at 32.3 and NKE at 25.6. Yet possible high growth opportunities could make UAA a worthwhile buy after its recent plummet. Long-Term Growth Prospects For one, Under Armour is hoping to continue building out its online presence in order to stay ahead of digital trends and reach the Millennial consumer. The firm has invested in mobile health apps and cutting-edge connected devices such as fitness trackers and smart shoes.
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