Under Armour also reported that Q1 revenue fell 3% year on year to $1.1 billion. Wholesale revenue fell 2% to $638 million and direct-to-consumer revenue fell 6% percent to $437 million. Plank promised that, following merchandise and marketing changes, “consumers are going to choose Under Armour at a premium.” Recently, Under Armour said marketing would take 10% to 11% of revenue, and, while that still holds, it will land on the lower end, Chief Financial Officer Reza Taleghani told analysts. Under Armour is among companies that have factored tariff refunds into the bottom line, which flattered its Q1 results.