Assertion Supported AI assessment confidence: 85% certainty 4/5 debate potential 1/5

Under Armour generates less than 25% of its sales from women

Stephanie Linnartz · Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale · Oct 13, 2023 · at 7:17

Under Armour CEO Stephanie Linnartz discusses the company's product line and the opportunity to expand its female customer base.

0:00 / 0:02exact quote · 3.0s

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“You know, we're doing less than 25% of our sales to women”

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 generates less than 25% of its total sales from women.

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

On October 13, 2023, then-CEO Stephanie Linnartz stated that Under Armour generates less than 25% of its total sales from women. While Under Armour's Form 10-K filings disaggregate revenue by product category (apparel, footwear, accessories) rather than gender, official strategy disclosures accompanying the Q4 FY2023 earnings and the 'Protect This House 3' turnaround launch in May 2023 confirmed that women's sales accounted for less than 25% of total brand revenue, identifying the segment as an underpenetrated growth priority.

Under Armour's Form 10-K for FY2023 broke down net revenue by product type (apparel 66%, footwear 25%, accessories 7%) and listed the women's category as a core growth initiative rather than a separate audited financial line item.
Presentations and financial reporting covering Under Armour's Q4 FY2023 earnings and 'Protect This House 3' strategy launch in May 2023 confirmed that sales to women accounted for less than 25% of total brand revenue.
Coverage by industry outlets (including Formula4 Media, Apparel Resources, and Modern Retail in May and August 2023) consistently verified the sub-25% figure based on Under Armour corporate strategy disclosures.

Checked against

[1] sec.gov [2] sec.gov [3] publicnow.com [4] fintel.io [5] mlq.ai [6] formula4media.com [7] apparelresources.com [8] modernretail.co

"Under Armour" "women's business" "25%" "Protect This House" 2023 Under Armour women revenue percentage FY2022 OR FY2023 10-K investor presentation "women's" "apparel" revenue "Under Armour" Form 10-K fiscal 2023 OR fiscal 2022 "less than 25%" OR "under 25%" "women" "Under Armour" "May 9, 2023" OR "2023" earnings transcript Under Armour women's business percentage of sales investor day 2023 Under Armour sales by gender women percentage FY2022 OR FY2023

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 women

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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 generates less than 25% of its sales from women

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