The move is part of a broader store revamp and comes as the athletics brand tries to increase its premium positioning in the market.

While Under Armour highlighted that it met expectations in Q2, revenue was still down 7% overall to $1.2 billion. Sales decreases spanned DTC and wholesale, and every region except for Latin America.

All three product categories — apparel, accessories and footwear — declined as well, and the retailer posted a net loss of $425,000.

In light of these challenges, Under Armour is doubling down on a simplified product assortment, planning to decrease its number of SKUs by another 25% after just completing a reduction of that size in May. The plan is to sell fewer products, but sell more of them at full price. Plank hopes this will also be bolstered by updates to its store footprint, like introducing outlet shoppers to more full-price products.

Paired with that, the retailer is focused on producing fewer, larger marketing campaigns. Plank said Friday Under Armour would release one major product story each month, adding that marketing is the brand’s largest opportunity.

“We have what we need — we’ve got leadership, we’ve got budget and we absolutely have desire — but frankly, as we’ve found, just putting things out there and putting an Under Armour logo don’t do it,” Plank said. “A shirt or a shoe without a story is just a shirt or a shoe.

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