Under Armour (NYSE:UAA) Rating Increased to Strong-Buy at Zacks Research

Posted by Doug Wharley on Jan 8th, 2026

Under Armour (NYSE:UAA – Get Free Report) was upgraded by research analysts at Zacks Research from a “hold” rating to a “strong-buy” rating in a research report issued on Tuesday,Zacks.com reports.

Several other research firms also recently weighed in on UAA. Evercore ISI decreased their target price on Under Armour from $5.00 to $4.00 and set an “underperform” rating for the company in a research report on Friday, November 7th. William Blair raised shares of Under Armour to a “hold” rating in a research note on Thursday, November 6th. UBS Group reiterated a “buy” rating on shares of Under Armour in a report on Friday, January 2nd. Guggenheim upgraded shares of Under Armour to a “strong-buy” rating in a research note on Wednesday, December 10th. Finally, Rothschild & Co Redburn reaffirmed a “neutral” rating and set a $6.00 target price (down from $7.00) on shares of Under Armour in a research report on Monday, September 15th. Two equities research analysts have rated the stock with a Strong Buy rating, three have given a Buy rating, sixteen have given a Hold rating and three have given a Sell rating to the company. According to MarketBeat, the stock has a consensus rating of “Hold” and a consensus target price of $6.43.

Get Our Latest Research Report on Under Armour

Under Armour Stock Up 0.4%

Shares of NYSE:UAA opened at $5.71 on Tuesday. The firm has a market capitalization of $2.45 billion, a PE ratio of -27.20, a price-to-earnings-growth ratio of 6.07 and a beta of 1.81. The business has a 50 day simple moving average of $4.62 and a two-hundred day simple moving average of $5.30. Under Armour has a 1 year low of $4.13 and a 1 year high of $8.72. The company has a debt-to-equity ratio of 0.32, a current ratio of 1.69 and a quick ratio of 1.10.

Under Armour (NYSE:UAA – Get Free Report) last issued its quarterly earnings results on Thursday, November 6th. The company reported $0.04 earnings per share (EPS) for the quarter, topping analysts’ consensus estimates of $0.03 by $0.01. Under Armour had a positive return on equity of 1.27% and a negative net margin of 1.74%.The firm had revenue of $1.33 billion during the quarter, compared to analyst estimates of $1.31 billion. During the same period last year, the company earned $0.39 EPS. Under Armour’s quarterly revenue was down 4.7% compared to the same quarter last year. Under Armour has set its Q3 2026 guidance at 0.030-0.050 EPS. On average, equities analysts predict that Under Armour will post 0.3 EPS for the current year.

Insider Activity at Under Armour

In other Under Armour news, major shareholder V Prem Et Al Watsa purchased 13,182,469 shares of the stock in a transaction dated Tuesday, December 30th. The stock was purchased at an average price of $5.12 per share, with a total value of $67,494,241.28. Following the transaction, the insider owned 41,958,923 shares of the company’s stock, valued at approximately $214,829,685.76. This trade represents a 45.81% increase in their ownership of the stock. The acquisition was disclosed in a document filed with the Securities & Exchange Commission, which can be accessed through this link. In the last three months, insiders have bought 28,864,433 shares of company stock valued at $138,511,963. Insiders own 15.60% of the company’s stock.

Hedge Funds Weigh In On Under Armour

Several institutional investors have recently bought and sold shares of UAA. American Century Companies Inc. lifted its holdings in shares of Under Armour by 9.2% during the 2nd quarter. American Century Companies Inc. now owns 5,970,726 shares of the company’s stock valued at $40,780,000 after purchasing an additional 504,912 shares during the last quarter. Vontobel Holding Ltd. grew its stake in Under Armour by 363.0% during the 3rd quarter. Vontobel Holding Ltd. now owns 416,376 shares of the company’s stock worth $2,078,000 after buying an additional 326,451 shares during the last quarter. Jump Financial LLC increased its position in Under Armour by 616.4% during the 2nd quarter. Jump Financial LLC now owns 1,184,992 shares of the company’s stock valued at $8,093,000 after buying an additional 1,019,578 shares in the last quarter. SCS Capital Management LLC purchased a new stake in Under Armour in the first quarter valued at about $828,000. Finally, Texas Permanent School Fund Corp raised its stake in Under Armour by 284.0% in the second quarter. Texas Permanent School Fund Corp now owns 351,173 shares of the company’s stock valued at $2,399,000 after buying an additional 259,727 shares during the last quarter. 34.58% of the stock is owned by hedge funds and other institutional investors.

Key Stories Impacting Under Armour

Here are the key news stories impacting Under Armour this week:

Positive Sentiment: Fairfax Financial materially expanded its position to an estimated ~22% stake in Under Armour, signaling long-term conviction and prompting buying interest from other investors. Fairfax Financial increases holdings in Under Armour
Positive Sentiment: Coverage frames Prem Watsa (the so-called “Warren Buffett of Canada”) as a major backer — his patient, value-driven approach is being viewed as supportive for the turnaround thesis and reduces short-term execution fears. Under Armour has a new fan — in the firm founded by the ‘Warren Buffett of Canada’
Positive Sentiment: Analyst commentary and features argue Under Armour’s brand and recovery potential justify renewed buying interest, with at least one outlet recommending shares as a turnaround play for 2026. This Turnaround Stock Has One of the ‘Best Brands’ in the World. Buy Its Shares in 2026.
Positive Sentiment: Operationally, Under Armour is showing double-digit sales gains in EMEA and Latin America, which analysts cite as evidence the brand’s global momentum is improving and helping offset weaker regions. UAA’s EMEA & Latin America Momentum Signals Strong Global Upswing
Neutral Sentiment: Some coverage asks whether Fairfax’s larger stake actually clarifies Under Armour’s turnaround — analysts debate if the stake is a near-term catalyst or a longer-term strategic bet, leaving the narrative mixed. Does Fairfax’s Bigger Bet on Under Armour (UAA) Clarify the Brand’s Turnaround Narrative?
Neutral Sentiment: Separately, valuation-focused pieces revisit multiples after the rebound — some see upside if execution continues, others warn the stock still faces execution and margin risks. Under Armour (UAA) Valuation Check After Recent Share Price Rebound
Neutral Sentiment: News reports documenting the share rally after Fairfax’s disclosure have amplified attention and volume, increasing short-term volatility while ownership concentration rises. UAA shares rally on Fairfax Financial stake disclosure

About Under Armour

(Get Free Report)

Under Armour, Inc (NYSE: UAA) is a global designer, marketer and distributor of performance athletic apparel, footwear and accessories. The company’s product portfolio spans a range of categories including training and running shoes, performance apparel engineered to manage moisture and temperature, and a variety of accessories such as bags, socks and headwear. Under Armour positions its offerings to serve athletes at every level—from professionals to everyday fitness enthusiasts—by combining innovative fabrics, advanced footwear technology and functional design.

Founded in 1996 by Kevin Plank, a former University of Maryland football player, Under Armour initially gained recognition for its moisture-wicking T-shirts, which provided a lightweight alternative to traditional cotton.