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

In the financial year ended March 31, 2024, apparel sales accounted for the largest share of Under Armour’s worldwide revenue, accounting for approximately 66.5 percent of net sales. In the same year, footwear accounted for about a quarter of net sales. 

Footwear sales setting the pace

Under Armour’s footwear segment sales rose sharply between 2015 and 2016, increasing by 333 million U.S. dollars worldwide, pushing annual revenue from this product category to more than one billion U.S. dollars for the first time. A similar evolution was recorded between the fiscal years of 2020 and 2021: while UA's shoe sales had dropped to below the billion dollar mark as a result of interruptions caused by the coronavirus pandemic, the company bounced back and set a new record for itself in 2021, at approximately 1.25 billion U.S. dollars' worth of global footwear sales. This number increased to a record 1.45 billion in 2023. The brand’s footwear line covers a wide range of sports and activities, but running shoes take the lead in terms of sales.

Understanding the customers’ needs and wants

Increasing sales from both its footwear and apparel units resulted in Under Armour’s global net sales exceeding five billion U.S. dollars for the first time in 2018. The company succeeded by responding to shifts in consumer preferences: a growing interest in performance products and the acknowledgement of the benefits of an active lifestyle. When Under Armour first launched in 1996, it focused on compression shirts for men, but the company has since expanded its reach to focus on athletic apparel needs of female athletes, women in general, as well as young people.