PUMA vs Under Armour

PUMA CCO Matthias Baeumer to step down from Management Board

PUMA announces that Chief Commercial Officer Matthias Baeumer will step down from the Management Board, effective as of the announcement date. This is a significant executive leadership change.

PUMA appoints Steve Cecchini to lead global Sports Marketing

PUMA has appointed Steve Cecchini to lead global Sports Marketing, as announced on the newsroom page. This follows the departure of Johan Adamsson, VP Global Sports Marketing & Sports Licensing.

Tom Noble builds wine brand in public, crowdsources opinions

British entrepreneur Tom Noble, previously behind viral coffee chain Flat White or F*ck Off, is now building Chateaunoble, a wine brand, publicly on LinkedIn and Instagram. After the coffee venture's financial struggles, he pivoted to wine, sourcing 150 bottles for £4,600. He uses social media for market research, adjusting strategy based on follower feedback. Noble aims to leverage his growing creator profile to drive sales, with plans for a podcast and even an airline idea. His approach highlights the blurred line between content creation and real business, emphasizing that views don't equal revenue.

• Tom Noble founded Chateaunoble, a wine brand, after the coffee venture Flat White or F*ck Off made £5,500 against £27,000 costs.
• He spent £4,600 to acquire 150 bottles of wine, with potential revenue of around £7,000.
• Noble reached 46,000 Instagram followers and 30 million views for Flat White or F*ck Off.

Under Armour ends Project Rock partnership

Under Armour has ended its decade-long partnership with Dwayne “The Rock” Johnson’s training brand Project Rock, calling the relationship a “natural conclusion.” Project Rock, founded in 2017, will continue to be sold through October as it pursues independent product, storytelling and experience initiatives. The move follows Under Armour’s recent split with Steph Curry and comes amid a broader marketing reset in which the company is rebalancing marketing spend and shifting to new ambassadorships such as François Arnaud and K-pop group BoyNextDoor.

• Under Armour ended its partnership with Dwayne “The Rock” Johnson’s Project Rock after roughly a decade.
• Project Rock was founded in 2017 and developed footwear, apparel and accessories through its relationship with Under Armour.
• Under Armour said the partnership reached a “natural conclusion” and will continue to sell Project Rock through October.

Under Armour's 'Rest Less' Social-First Campaign

Mox London developed Under Armour’s 'Rest Less' creative platform after winning the account in a competitive 2025 pitch. The campaign builds a fictional luxury property, Hotel Armouré, around three contracted footballers — Ollie Watkins, Fermín López and Ferran Torres — and positions high-production films as social-first episodes that later ran on TV and in cinemas. Mox integrated hand-picked creators into the storytelling, used an AI-created teaser, and emphasized native social pacing and formats. The campaign was directed by Mackenzie Sheppard, features actor Nick Mohammed as hotel manager Fergus, and involved in-camera branding and detailed production craft. Under Armour framed 'Rest Less' as an off-season extension of its 'Be the Problem' platform and intends to continue investing in sports-born, socially native creative.

• Mox London won the Under Armour account in a competitive pitch in 2025 with the 'Rest Less' strategy.
• The campaign centers on a fictional luxury Hotel Armouré and stars Under Armour-contracted footballers Ollie Watkins, Fermín López and Ferran Torres.
• The work was conceived as social-first (tease, launch, sustain), included an AI-created teaser, and later ran on television and in cinemas.

Under Armour Cuts Revenue Outlook, Keeps Profit Targets

Under Armour reported a 3% year-on-year revenue decline in Q1 of fiscal 2027 to $1.1 billion and has lowered its full-year revenue outlook to a mid-single-digit decline due to weaker demand, particularly in North America and Asia-Pacific. North America revenue fell 9% to $610 million while international revenue rose 5% to $490 million, with EMEA up 12%. Gross margin improved by 5.9 percentage points to 54.1% (partly due to reimbursement of prior duty costs). Operating income was $47 million (adjusted $52 million) and net income was $1 million (adjusted $21 million). Restructuring charges were $6 million in Q1, with cumulative program costs of $266 million and an expected total of about $305 million; the program is to be largely completed by end-December 2026. The company reaffirmed its operating income and adjusted EPS targets and emphasized cost discipline and a premium strategy.

• Under Armour Q1 fiscal 2027 revenue fell 3% year-on-year to $1.1 billion.
• North America revenue declined 9% to $610 million; international revenue increased 5% to $490 million; EMEA grew 12% while Asia-Pacific was down.
• Gross margin rose 5.9 percentage points to 54.1%; operating income was $47 million (adjusted $52 million); net income was $1 million (adjusted $21 million).