Under Armour Inc. Faces Large‑Scale Data Breach Investigation

Under Armour Inc. (NYSE: UAA) is currently investigating a data breach that reportedly exposed the personal information of approximately 72 million customers. The incident was first reported in late November 2025, when a third‑party website announced that the compromised data included email addresses and other personal details.

Nature of the Breach

Sources indicate that the breach was the result of a ransomware attack carried out by an unknown group. After the attack, the attackers published the stolen data online, prompting Under Armour to enter a public‑relations stage of its response. The company has confirmed that the affected records contain email addresses, and it is unclear whether additional personal data—such as names or shipping addresses—were included.

Company Response

Under Armour has stated that it is conducting a comprehensive investigation into the incident. The company is cooperating with law‑enforcement agencies and cybersecurity experts to determine the extent of the compromise and to mitigate any potential impact on customers. Under Armour has also announced that it will notify affected individuals as soon as more details become available.

Market Impact

The breach has coincided with a period of volatility for the stock. As of 22 January 2026, Under Armour’s closing price was $6.21, below its 52‑week low of $3.95 and near the 52‑week high of $7.85 set in January 2025. The company’s price‑earnings ratio stands at –29.81, reflecting the broader challenges faced by the consumer discretionary sector.

A Citigroup analyst updated its price target for Under Armour to $6.20 on 23 January 2026, citing the data‑breach incident as a potential short‑term negative driver.

Contextual Information

Under Armour, headquartered in Baltimore, operates in the textiles, apparel, and luxury goods industry. It markets and distributes athletic performance apparel, footwear, and accessories across a broad range of sports, including baseball, basketball, football, golf, hockey, hunting, fishing, and running. The company’s market capitalization is approximately $2.69 billion (USD).

Outlook

While the breach represents a significant operational setback, Under Armour’s long‑term strategy remains focused on product innovation and market expansion. The company’s management has emphasized its commitment to cybersecurity and has pledged to strengthen its data protection measures in the coming months.