Market Overview

'Sell Under Armour': Susquehanna Sees The Entire Brand At Risk

Share:
'Sell Under Armour': Susquehanna Sees The Entire Brand At Risk
Related
Bulls & Bears Of The Week: Apple, Disney, Ford, Target And More
Piper Jaffray Upgrades Under Armour, Sees Path To Sales Growth
SHAREHOLDER ALERT: Pomerantz Law Firm Investigates Claims On Behalf of Investors of Under ... (GuruFocus)

Under Armour Inc (NYSE: UAA) investors hoping to turn over another leaf in 2018 may be sorely disappointed. One Wall Street analyst says Under Armour will have another difficult year and the stock has even more downside ahead.

The Analyst

Susquehanna analyst Sam Poser downgraded Under Armour from Neutral to Negative and maintained the firm’s $11 price target for the stock.

The Thesis

According to Poser, optimism that Under Armour can regain its lost momentum by improving customer and investor sentiment is misguided. Susquehanna is maintaining its 218 EPS guidance for Under Armour, but Poser said in the downgrade note that the strength of Under Armour’s brand will likely continue to deteriorate this year, leading to an even lower stock multiple.

“Given the poor brand management, top-line revenue increases, which have slowed to +LSD, and an uncertain future, we see no reason why UAA deserves to trade near its historic multiple,” Poser said.

Susquehanna said Under Armour needs to protect its brand by pulling its merchandise from Kohl’s Corporation (NYSE: KSS), DSW Inc. (NYSE: DSW) and Famous Footwear stores. He believes those retailers are undermining a significant portion of the Under Armour TV advertising spend of Dick’s Sporting Goods Inc (NYSE: DKS) and Hibbet Sports, Inc. (NASDAQ: HIBB).

The weak North American athletic apparel market is hitting Under Armour much harder than rival Nike, Inc. (NYSE: NKE). In the most recent quarter, roughly 80 percent of Under Armour’s revenue came from North America. Poser said Susquehanna sees no positive inflection point for the North American market in the near-term.

Price Action

After selling off by nearly another 50 percent in the past year, Under Armour stock traded down by 4.8 percent to $15.22 Tuesday morning.

Related Links:

J C Penney Jumps To The Top Of The Short Seller List

Vetr Issues Hold On Under Armour Following A Short-Lived Analyst Bump

Latest Ratings for UAA

DateFirmActionFromTo
Nov 2018PiperJaffrayUpgradesNeutralOverweight
Oct 2018Morgan StanleyMaintainsEqual-WeightEqual-Weight
Oct 2018Credit SuisseMaintainsNeutralNeutral

View More Analyst Ratings for UAA
View the Latest Analyst Ratings

Posted-In: Sam PoserAnalyst Color Short Ideas Downgrades Price Target Top Stories Analyst Ratings Trading Ideas Best of Benzinga

 

Related Articles (DKS + DSW)

View Comments and Join the Discussion!

Latest Ratings

StockFirmActionPT
JBLGoldman SachsUpgrades0.0
IMOBarclaysUpgrades0.0
JRVRKeefe Bruyette & WoodsDowngrades40.0
ADMPB. Riley FBRDowngrades2.5
EAFVertical GroupDowngrades9.0
View the Latest Analytics Ratings
Don't Miss Out!
Join Our Newsletter
Subscribe to:
Market in 5 Minutes
Everything you need to know about the market - quick & easy.
Daily Analyst Rating
A summary of each day’s top rating changes from sell-side analysts on the street.
Fintech Focus
Your weekly roundup of hot topics in the exciting world of fintech.
Thank You
for registering for Benzinga’s newsletters and alerts.
• The Daily Analysts Ratings email will be received daily between 7am and 10am.
• The Market in 5 Minutes email will be received daily between 7am and 8am.
• The Fintech Focus email will be received every Friday between 2pm and 5pm.

After Monday's Muted Action, Markets Move Higher In Early Going

Investor Movement Index December Summary