The quick take
According to Reuters, Under Armour says tariffs will add about $100M of cost this year. To combat this, it plans select list price increases on key items and tighter promo control. The goal is to not blanket discount and instead, protect margin through effective pricing.
Why it matters
Expect small list increases on proven items and fewer discounts. The plan is to earn price with product and avoid blanket discounting.
UA called out a few concrete price changes:
- Tech T holding around $25 for now, with room to go higher.
- A flagship hat testing at $45.
- Footwear moving to higher price points in cleated, training, and running.
The broader read
Blanket discounting erodes brand and mix. Small, targeted price moves on proven products can maintain sales and keep the assortment credible. This is a consistent theme that hoppr iq has been seeing across competitors in the Sportswear industry including Adidas.
Why pricing intelligence matters more than ever
hoppr iq customers have been monitoring list price changes, price gaps, and promo cadence to decide on where to adjust their pricing. To monitor how Under Armour’s pricing strategy will evolve, hoppr iq recommends that you track list price changes and price gaps on the top SKUs and in specific assortments such as footwear. Watch promo cadence to verify that Under Armour is not discounting on your key SKUs. Measure the impact on units when t-shirts, hats, or key footwear models move up a notch. Use those reads to decide where to match, where to hold and avoid blanket discounts that give away margin.
How hoppr iq helps with price intelligence
- Competitor price and promo tracking across retailers and marketplaces, refreshed on-demand during events.
- Trend dashboards that visualize top price moves, price gaps, and promo depth.
- Alerts and guardrails so your team reacts to meaningful changes instead of scanning pages.