Under Armour is closing its current Portland, Oregon, office. The retailer will relocate some functions to its headquarters in Baltimore, others to New York and still more to a new space in Portland. The company did not respond to questions about how many employees would be affected and if any layoffs were involved.
The changes are expected to be completed in 2026.
“Under Armour is making a strategic shift to strengthen key functions in Baltimore and expand our presence in New York by relocating some roles from the West Coast,” an Under Armour spokesperson said. “This will help us move faster, collaborate more closely, and better align our teams around serving athletes and building the brand.”
The spokesperson said that Under Armour would continue to invest in its footwear design and development operations in Portland, “which remain central to our innovation pipeline and future growth.”
The changes at Under Armour come as the brand remains deeply in turnaround mode. Under Armour in May officially met its goal to reduce SKUs by 25%, something CEO Kevin Plank outlined in 2024, and continues to move toward a model of selling fewer, higher-quality products. That includes efforts to introduce more premium items into the assortment and cut back on discounts.
In its latest quarter, revenue fell 1% year over year and net loss narrowed to $43 million. Sales in the all-important North America region, however, tumbled 7%. Under Armour recently shuffled leadership in that market, with former Americas President Kara Trent taking on a chief merchandising role and 16-year company veteran Adam Peake taking over leadership of the Americas.
Plank returned to the CEO role two years ago, after Under Armour swiftly cycled through two other CEOs. The retailer grew annual sales by double-digit percentages for a full decade after going public in 2005, but that slowed to a trickle in 2017 and has yet to recover.
