Macy’s reported that select Under Armour men’s products will be available in 150 stores and online, beginning in February 2024, building on the return of Nike apparel to the department store operator.
Under Armour paused its apparel relationship with the department store chain in 2021 as part of a broader push to consolidate wholesale distribution. News of Under Armour’s return was noted Tuesday on Macy’s second-quarter analyst call.
In early August on Under Armour’s second-quarter analyst call, president and CEO Stephanie Linnartz said the brand is in talks to enter additional wholesale doors in the U.S., calling out department stores and mall chains but also specialty run, as looks to revive growth.
“Despite a tempered U.S. wholesale environment, we are focused on strengthening our retail partner relationships across our sports specialty business and being deliberate in the opportunities we pursue across malls and department stores,” she said. “As we work into spring and summer 2024, we have plans to open new doors across these channels.”
The return of Under Armour comes as Macy’s this past June confirmed that Nike apparel would return to its selling floors following a similar move by Nike to end distribution to the department store in 2021.
On Macy’s second-quarter call, Jeff Gennette, chairman and CEO, said the overall active, casual and sleepwear categories “remain challenged,” but said the active category should benefit from the addition of Nike and Under Armour. He said Nike men’s, women’s and kids’ apparel will return online and in 75 doors in October and roll out to more than 200 doors this spring.
Nike footwear has been available inside Macy’s through Finish Line licensed locations.
Gennette told analysts, “The return of Nike and Under Armour speaks to the strength and reach of Macy’s and our ability to attract sought-after wholesale partners. Looking ahead, we’re working with both brands as well as potential new partners on how to expand further.”
Tony Spring, Macy’s incoming CEO who currently leads Bloomingdale’s at the company, also talked up the addition of Nike. He said in the Q&A session of the call, “I think the introduction of Nike is just a good example of what’s possible as we go forward. It’s an important brand, the number one brand in the active category, and I think we obviously have built into our expectations the opportunity in Nike. The other benefit you have is people who come to Macy’s for Nike don’t just buy Nike, they’re going to buy other things.”
Gennette also noted that Macy’s during the second quarter introduced Hoka, describing it as “a leading active shoe brand that is highly relevant to our consumer, and it has been selling out.”
Photo courtesy Under Armour
