Key Highlights: Brand Reconstitution and Premium Positioning: Under Armour's strategic shift towards a more premium brand position is showing signs of success, with better-than-expected Q2 results. Improved Execution and Marketplace Discipline: The company highlights improved product quality, storytelling, and sales leadership as contributing factors to its stronger performance. Increased Marketing Investment: Under Armour is raising its full-year profitability outlook while simultaneously increasing marketing investments to further strengthen brand recognition and position. Restructuring Plan for Efficiency: The ongoing restructuring plan is expected to deliver financial and operational efficiencies, with additional actions announced in September 2024.