Under Armour's Kevin Plank says footwear is a $1 billion business that "we believe can be much larger."

Under Armour founder and chief executive officer Kevin Plank says footwear is a $1 billion business that “can be much larger.”

Plank also promised: “And we think you’re going to see a lot more of that proof coming through in spring ’27.”

But given past underperformance, some on Wall Street are wondering if the company can actually achieve its goals.

Under Armour believes a simpler leadership structure and refocused priorities can help the athletic sports firm refuel its shoe business.

“We’re concentrating resources where our performance credibility gives us the strongest opportunity to win. Our leaders are then responsible for translating those actions and the product athletes choose,” he told investors at Friday’s second quarter earnings conference call.

According to Plank, Under Armour is focusing on building a stronger brand through compelling products and more consistent execution, as well as more aspirational storytelling.

And he said backing proven franchises is proof that the company can win. “Our cleated business in American football is a good example of this. It grew double digits in the quarter, with higher average selling prices and market share gains,” Plank said, noting that Under Armour is now the No. 2 brand in football cleats in the U.S.

He also noted that the company last week held its supplier summit, and it is working with “key manufacturing partners on shorter lead times, more efficient use of materials and faster response.”

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