Assertion Supported AI assessment confidence: 90% certainty 4/5 debate potential 1/5

Under Armour operates nearly 1,800 retail stores across over 100 countries

Stephanie Linnartz · Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale · Oct 13, 2023 · at 5:25

Under Armour CEO Stephanie Linnartz details the athletic apparel brand's global retail presence and scale.

0:00 / 0:04exact quote · 4.7s

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“The brand has grown to be in over a hundred countries. We have close to 1800 stores.”

quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →

The claim, plainly

Under Armour operates in over 100 countries and has close to 1,800 retail stores.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

Both legs of the statement made by then-CEO Stephanie Linnartz on October 13, 2023, are supported by Under Armour's official reporting and executive disclosures around late 2023 and early 2024. First, Under Armour's corporate reporting and FY2023 Sustainability and Impact Report disclose distribution in more than 100 countries (with corporate factsheets citing 140+ countries). Second, while Under Armour directly owned and operated approximately 440 to 445 stores globally in FY2023–FY2024, its total mono-brand retail store footprint (including third-party distributor and partner-operated Brand House and Factory House locations) totaled close to 1,800 to 1,900 stores, as confirmed in subsequent executive earnings call commentary citing nearly 1,900 retail doors.

Under Armour's FY2023 Sustainability and Impact Report (published September 2023) and corporate factsheet confirm product distribution across more than 100 countries globally (and 140+ countries on factsheets).
Under Armour's SEC Form 10-K filings for FY2023 and FY2024 report roughly 440–445 company-owned stores, with the vast majority of international mono-branded doors operated by third-party partners.
Executive commentary on the Q4 FY2024 earnings call confirmed a worldwide retail footprint backed by 'nearly 1,900 retail stores' (owned and partner-operated combined).

Checked against

[1] simplywall.st [2] ebsco.com [3] mastersofscale.com [4] underarmour.com [5] thesustainableinnovation.com [6] sec.gov [7] sec.gov [8] sec.gov

"Under Armour" "partner" "doors" OR "stores" (1700 OR 1800 OR 1900 OR 1300 OR 1400) "Under Armour" "100 countries" OR "over 100 countries" OR "countries" 2023 OR 2024 "Under Armour" "10-K" "March 31, 2023" "stores" "countries" "Under Armour" "1,800" OR "1,700" OR "1,900" "stores" OR "doors" "2023" OR "2024" "Under Armour" "10-K" "partner" "Factory House" "Brand House" 2023 OR 2024 "Under Armour" "Sustainability and Impact Report" "stores" 2023 OR 2022 "Under Armour" "Form 10-K" "March 31, 2024" "Brand House" "Factory House" partner-operated "Under Armour" "10-K" "March 31, 2023" "Item 2. Properties" OR "Brand House" "Under Armour" "door count" OR "store count" "March 31, 2023" OR "September 30, 2023" OR "December 31, 2023" "Under Armour" "Factory House" "Brand House" "EMEA" "APAC" "Latin America" "March 31, 2024" OR "March 31, 2023" "Under Armour" "retail footprint" OR "brand house" OR "factory house" "partner" (1700 OR 1800 OR 1900 OR 1200 OR 1300) "Under Armour" "10-K" "March 31, 2024" "stores" "countries" "Brand House" "Factory House" "March 31, 2023" "176" "18" Under Armour

assessed as of 2026-08-27

This assessment is an AI reading of a public statement, made against the cited references with the confidence shown. It can be wrong. The quote, the tape and the references are all on this page; if something is off, use report an error below. full disclaimer →

Mentioned

Under Armour

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Disclosure

Linnartz: Under Armour will lean into casual lifestyle footwear

“You're gonna see Under Armour leaning more into shoes that you can wear with a pair of jeans when you go out, you know, after you practice.”

Stephanie Linnartz Oct 13, 2023 ▶ 6:29 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Insight

Sneakers, handbags, and watches drive aftermarket hype rather than apparel drops

“You very rarely see a line around the block for the latest drop of a hoodie or a piece of apparel. When you think about what's sold on the aftermarket, it's really sneakers, handbags, and watches.”

Stephanie Linnartz Oct 13, 2023 ▶ 6:40 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Insight

Effective marketing requires balancing major celebrities with mid-tier creator networks

“I think you have to have a multi-tiered approach, you know, with the big names, and at the very same time, a network approach that is people who maybe aren't as, like, famous, but who can help you build your business.”

Stephanie Linnartz Oct 13, 2023 ▶ 10:07 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Prediction Not checkable as stated

Under Armour claims its new Baltimore headquarters will be America's most sustainable

“We're building a spectacular new headquarters here that is going to be the most sustainable corporate headquarters in America.”

Stephanie Linnartz Oct 13, 2023 ▶ 15:44 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Assertion Supported

Under Armour made Steph Curry brand president and a major equity shareholder

“We re-signed our deal with him earlier this year, a long-term deal. He's actually the president of the Curry brand, and he's a very big shareholder as part of this deal.”

Stephanie Linnartz Oct 13, 2023 ▶ 3:24 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Disclosure

Linnartz sees untapped growth in footwear, women's apparel, and sports style

“At the same time, there's a big untapped opportunity as we lean more into sports style and grow into new spaces It's growing more into footwear, more into women.”

Stephanie Linnartz Oct 13, 2023 ▶ 5:55 Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale

Under Armour operates nearly 1,800 retail stores across over 100 countries

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