Under Armour's net sales share worldwide in 2024, by sales channel

In the financial year ended March 31, 2024, Under Armour's direct-to-consumer (DTC) segment accounted for some 40 percent of the company's net sales. The company's main channel of distribution was wholesale, which generated over 55 percent of the company's revenues that year. 

Under Armour’s global growth

Under Armour’s total net revenue exceeded five and a half billion U.S. dollars for the first time in 2021 and increased further to around 5.7 billion in 2024, helped by the company's expansion in international markets: the American sportswear firm increased its global network of brand and factory house stores in the regions of Latin America and Asia-Pacific. In fact, Under Armour generated around 15 percent of their net sales in the APAC region in 2024, which is a considerable jump compared to 2020's net APAC sales. 

What are direct-to-consumer and wholesale sales?

Direct-to-consumer or DTC sales refer to a brand – such as Under Armour – selling its products straight to the consumer without the need of an intermediary, most commonly through an official website or its brand and factory house stores. Under Armour's brand houses are stores that showcase a brand’s new lines and innovations, while the factory houses are outlets that mostly sell older lines and products. Wholesale distribution refers to a brand supplying third-party retailers with its products in bulk. Both sales strategies are common and are well represented in the ranking of leading sporting goods companies worldwide.