Under Armour gets quarterly lifts from e-commerce, Connected Fitness

Chairman and CEO Kevin Plank spoke of the brand's transformation underway during a quarterly call with analysts. He announced that at the end of the first quarter, the company's revenue has grown 30 percent. In total, revenue increased 63 percent for the quarter to $19 million. 

        Kevin Plank

Last year the company achieved its first $1 billion quarter and expects to reach that revenue every quarter moving forward. Plank says these numbers are no accident and that the transformations are paying off. Two examples of the shift can be seen in the adaptability of the brand's e-commerce business and business in China.

In the realm of e-commerce, Under Armour's first quarter saw more than half of U.S. traffic to the site coming through mobile devices.

"It's critically important that we reach our consumer where and how they shop, and our focus is on improving our e-commerce consumer experience, on both our own sites as well as our retail partner sites," Plank said in a transcript on SeekingAlpha.

In China, the company earned more revenue in 90 days than it did in all of 2014. China's results were a key contributor to Under Armour's overall international growth of 56 percent in the quarter.

Another strong growth category for the brand in Q1 was the Connected Fitness space, which brought visitors to the website for the UA HealthBox launch. UA HealthBox became the company's second best-selling item on e-commerce behind the Curry Two basketball shoe. The company will continue to look for ways to drive revenue through the Connected Fitness space, which now has more than 160 million registered users.

Under Armour has made great strides in looking for ways to monetize the online fitness community. In September, the brand teamed up with Sports Authority on the MapMyFitness platform, a program where the retailer's loyalty members can earn points by completing activities within the app. Under Armour purchased the MapMyFitness app in November 2013 for $150 million, and created the Under Armour Connected Fitness program, which now boasts 150 million members.

For more:
- see this SeekingAlpha transcript