Shares of Under Armour Inc. sank 3.7% in premarket trade Tuesday, after the athletic gear and apparel maker was downgraded at Susquehanna Financial, which cited “poor” brand management, worsened by a promotional environment. Analyst Sam Poser cut his rating back to negative, after raising it to neutral two months ago. He kept his stock price target at $11, which is 31% below Monday’s closing price of $15.98. “Despite ongoing evolution within the ranks of [Under Armour’s] senior management, we believe, based on proprietary checks and our industry experience, that Under Armour’s brand position will continue to weaken before it is clear if it can be salvaged,” Poser wrote in a note to clients. “We contend that, in order to reaffirm [Under Armour’s] place as an aspirational sports brand, all Under Armour product must be pulled from Kohl’s, DSW, and Famous Footwear.” He said advertisements for Under Armour products from the “moderate” retailers are causing “better” retailers such as Dick’s Sporting Goods Inc. and Hibbett Sports Inc. to “plan their Under Armour businesses down.” The stock has lost 4.0% over the past three months, while rival Nike Inc. shares have soared 25.3% and the S&P 500 has gained 8.0%.
Market Pulse Stories are Rapid-fire, short news bursts on stocks and markets as they move. Visit MarketWatch.com for more information on this news.
From:: Stock Market News