Kevin A. Plank - Under Armour, Inc.
Analyst · uabiz.com
Thanks, Lance. Good morning, everyone, and thank you for joining us today. 2017 is a year we're empowering Under Armour to become a single, more agile, stronger and smarter company. Our first quarter marks a good start to this journey. In January we detailed some of the challenges we're facing in North America as well as what we feel are our competitive advantages to manage through this rapidly changing environment. We talked about the imbalance caused by extreme growth, due to more than doubling our size over the past three years. We spoke to the unique strength of our brand, unparalleled ability to connect with global athletes and our tremendous portfolio of growth drivers. That said, our strategy is about more than this quarter or the next, and while parts of the broader environment remain uneven, we feel very good about the evolution of our brand strength, relationships with consumers around the world and our ability to gain share in key markets and categories. Whether analyzing the next 3, 5 or 10 years by product type, gender, category, channel or geography, we are underpenetrated comparatively by any measure, market share, mind share and potential. So now, as the third-largest athletic brand in the world with more than $15 billion ahead of us to second place and another $15 billion ahead of that to first place, the fact remains that we have significant and scalable opportunities before us. To build on commentary from our last call, the road to the first $5 billion was much different than we expect the road to the next $5 billion to be. Yet we can't talk about results or opportunity without considering the need for balance. With a shifting terrain we are hyper-focused on balancing external marketplace growth with internal operational excellence, working both in concert to embolden the strength of our brand. By balancing investments and innovation, consumer connectivity and experiences with the appropriate operational discipline, we are on a long-term path to ensure more consistent returns to shareholders. The core of our strategy, though, remains aspirational great product with a relentless pursuit of innovation and the creation of compelling experiences for our consumers. We have one of the most unique brand communities on the planet, a relationship we cherish and never take for granted, particularly our relationship with kids, the youth of this generation. We aspire to be a brand that is both trusted and desired. This consumer-led approach continues to take shape by the transformation toward Category Management. That said, I'd like to take a few minutes to highlight how we're progressing against that goal. Eighteen months ago we made the decision to reset the company around key sport categories. This decision was driven by our extreme growth, changing consumer behavior and the immense opportunity to address the unmet needs of our consumers. From men's and women's training, running, basketball and global football to outdoor, team sports, youth and lifestyle sportswear, this evolution is well underway. 2016 and 2017 have a high focus on leveraging and empowering our team structurally. With our move into Category Management, we're working to enhance our product creation, supply chain and speed-to-market processes and functionally how we will bring products to market in the future via merchandising, demand creation and our overall distribution strategy. By emphasizing a clear go-to-market capability, we'll take a better approach to driving the core basics that our business was built on while also emphasizing elevated product across all categories with innovation and experiences that inspires consumers. The purpose of this structure is to drive authenticity within each sport category, getting us as close as possible to the consumer as efficiently and effectively as possible. So how's it working? So let's touch on a few highlights. I'm going to go ahead and start with our smallest category, yet potentially one of our largest long-term growth opportunities, our sportswear business. In only 24 months, we've gone from an idea to a fully dedicated team of product designers headquartered in New York City who have set up the backbone of this key growth driver, built on leadership. There's two ways we're approaching this. First, with the launch of our UAS collection last fall and the second line this past quarter, we began to interpret and authenticate the Under Armour brand within fashion. This top-of-the-pyramid approach that is pinnacle, premium product, blends the intersection of our brand's core sport and performance elements with a unique personal style and creative expression. Understanding this is a longer-term strategic position, we are hitting the benchmarks we set for ourselves to make lifestyle a core competency of our brand and the halo impression that will have access across all categories that we do business in today. Secondly, it's emphasizing lifestyle throughout our product line and influencing styles, silhouettes and distribution we already serve. One example is we've taken lessons from UAS' quick-to-market strategy to create the Unstoppable lifestyle collection which is due out later this year. This will represent our first complete better-level men's and women's sport fashion expression. Turning to basketball, it's a global category that continues to post consistent growth as the brand gains more visibility, authenticity and performance around the world. Some of this hard work certainly paid off in the first quarter with 11 women's and 12 men's teams making the NCAA Tournament for Under Armour, which is a record for the company; and most exciting, our brand's first ever NCAA National Championship in basketball as the University of South Carolina women's team took home the title. And the men's team made South Carolina's and Under Armour's first Final Four. Yet our success in basketball hasn't been without its learning. In spring 2015, we debuted our first signature basketball shoe with Stephen Curry, the Curry 1, who has since become a two-time NBA MVP and global icon. The limited launch of the Curry 1 was a strong success and set us up well to realize even greater growth with Curry 2, which included a much broader spectrum of distribution, color and launches. Lockstep with other franchises like Drive, Lightning and Jet, our performance offering has continued to evolve nicely, mixing speed, support, balance and style with the NBA's run and gun position-less style of play. As we launched the Curry 3 late last year, our expectations continued to run high. And while the Curry 3 plays very well on-court for Stephen Curry and our athletes, a sluggish signature market and a warm consumer reception has led to softer-than-expected results. This has created an inventory imbalance that we're working through, one that, yes, is baked into our full-year outlook, which hasn't changed, and most importantly, yielded lessons we're applying ahead with the Curry 4 and beyond. Not only for the Curry 4 but moving forward, we have retooled our test, learn, scale approach in this business to be sharper, sharper with respect to the number of color offerings, scarcity, exclusive and cadence of launches to drive more consistent engagement and results. And sharper with our basketball portfolio composition to target balanced growth across all assortments to address players at all levels. One of the highlights for UA is the strong grassroots systems that we've built across AAU and our high school teams, where athletes are competing and winning championships. We're incredibly proud of our basketball business and see tremendous runway ahead as we continue to take market and mind share with this key consumer. Another area we remain incredibly bullish on is our overall women's business. We reached $1 billion in revenue in 2016, a huge milestone for our brand, and our confidence continues to build. And of course, it starts with great product. Our women's team has been working relentlessly, thinking differently to elevate style and performance as we continue to earn her trust and greater closet share beyond key core items. A great example is the Misty Inspired collection that launched in the first quarter, designed purposely to elevate style, silhouettes and layering pieces that can be worn anywhere. We're seeing strong demand for the entire collection and have gained valuable insight into how we market this collection and engage her into our brand even more deeply. Across our whole women's business, we're proud of the foundation we've laid but really feel we're just getting started, identifying her unique UA voice. As we continue to learn, engage and drive insights, we see an incredible amount of runway for this business. But there is work to be done. In addition to success from moves toward Category Management, we've made progress against operational goals as well. This quarter marked the completion and go-live of our work with SAP to build what we call the single view of the consumer. This system combines global point-of-sale, e-commerce and transactional information with our Connected Fitness business. As we make the transition from data collection to data analytics and reporting, we are now equipped with real-time information on over 200 million users. This empowers our teams to leverage our speed to create, drive and accelerate value for our consumers through new personalized products, services and experiences. So what used to take weeks or even months for us to get information on new product performance, trending workouts and demographics, now takes seconds with the speed and analytical horsepower provided by this incredible consumer insights engine. Two first quarter examples of utilizing single view of the consumer include our Athlete Recovery Sleepwear, launched with Tom Brady, and the Project Rock collection, a collaboration with Dwayne Johnson. Two launches for us that drove incredible demand and that we are currently working to replenish, except where we are building scarcity. Using UA's SVOC [single view of the consumer], we're able to instantaneously analyze consumer purchase behavior including gender, ages and workout frequency among other attributes. These insights will now be integrated in a next-gen product development, helping drive discussions around product planning, assortments, future marketing and ultimately a better and more premium experience for our consumers. Next up, and only a few months out, is an upgrade of our entire enterprise resource planning system that we've been investing heavily in since 2015, specifically, SAP's FMS, or Fashion Management Solution. FMS will allow us to manage all of our processes across one data landscape with the ability to analyze large information volumes, ultimately ensuring greater operational efficiency, better inventory planning and greater speed to market. This has been no easy effort, and I take great pride in calling out and thanking the hundreds of global teammates that have been working tirelessly, living, breathing, testing and retesting again and again to ensure that we're optimally aligned for this game-changing evolutionary step for Under Armour. Once combined, Category Management, Connected Fitness and our SAP capabilities will become a powerful instrument to further address the rapidly changing consumer environment. From insight-driven product creation to purchase through end use, this data-fueled ecosystem creates one of the most powerful and unique consumer connections in our industry, a true two-way consumer-led conversation that will directly integrate and strategically influence our go-to-market strategy. This highly sophisticated engine represents a critical asset and competitive advantage as we work toward becoming a $10 billion business. So what does Q1 tell us about Under Armour? It tells us that we're stable and staying healthy even as segments of our wholesale business in North America fight through uneven terrain. It tells us that we are actively managing our growth, that our inventory levels are appropriate, and that we have a strong innovation agenda. It demonstrates meaningful progress against our move toward Category Management, a structure strengthened by vital systems upgrades. And it confirms that we're in a good position to invest in growth opportunities, both short and long term, while driving to become even more efficient and effective across our business. With a start to the year where we did what we said we would do, we're tracking well against our targets. As we look to the future, we will continue to make the best long-term decisions for our brand, teammates, communities, and of course our shareholders. And we're going to do it while adding more than $0.5 billion in revenue in 2017, implementing new SAP systems, standing up our Category Management structure and keeping an energized flow of exciting product and experiences coming for our consumers. We know we've got hard work ahead of us, and while we are certainly used to that, we respect the challenge and are pursuing it full force. And that's what I'd leave you with. Our team is hungry and humble with our heads down, engaging, empowering, editing and executing. And with that, I'll turn the call over to Dave to take a deeper look at our results.