Prior to the pandemic, Under Armour was working to increase its profitability and stock prices, but overall sales fell 23% in the first quarter of 2020, jeopardizing a turnaround. It's significant that Under Armour, despite its financial troubles, is paying its factories and not asking suppliers for price cuts on finished goods, says Nova. "It sends a clear message to the industry that it's possible to pay suppliers in full despite evident financial distress, and that this is the practice in which every responsible brand will engage."