Under Armour shares rose 2.6% in afternoon trading after the company announced a new partnership with fashion brand Feng Chen Wang as part of its strategy to grow its womenswear business. The long-term creative relationship is tied to Under Armour's Rebel Daughter womenswear initiative and marks the first time the company has partnered with a Chinese designer for commercially sold products. The new line is set to launch in the fourth quarter of 2026. The move appears aimed at strengthening Under Armour's position in the Asia-Pacific region, its second-largest international market, which accounted for about a third of the company's total international revenue in 2026 and saw a 13% increase in revenue during the fourth quarter. After the initial pop, the shares cooled down to $6.53, up 2.1% from the previous close.
Under Armour Inc APartnership with Chinese designer Feng Chen Wang to grow womenswear and strengthen Asia-Pacific market, expected to drive product demand.