According to CoinMeta, on August 7th, Inc predicted that annual revenue would decline by a mid-teens percentage, causing the stock price to fall nearly 9% during morning trading. As its largest market, North American revenue decreased by 9% in the second quarter, to $609.8 million. CFO Reza Taleghani indicates that the consumption environment in North America and the Asia-Pacific region is expected to remain challenging. Persistent inflation and a deteriorating consumer spending environment have made consumers more cautious about discretionary spending. David Swartz, an analyst at Morningstar, pointed out that the sportswear market is facing difficulties, and tariff-related cost pressures are also intensifying. Since returning in 2024, CEO Kevin Plank has implemented a strategy of reducing product lines, focusing on higher-priced products. Under Armour has spent $266 million on restructuring and transformation, with plans expected to be completed by the end of the year. Although management believes that product integration and inventory management will restore gross margins and brand reputation, institutional investors remain skeptical. The timing of a recovery in North American demand and the ability to maintain pricing in the short term remain key factors.