Today at CES in Las Vegas, Under Armour Inc (NYSE: UA) revealed a new revolutionary sleep and recovery system including the brand’s first-ever Athlete Recovery Sleepwear powered by TB12 and a new UA Record app experience, both designed to improve sleep and overall athlete performance.

UA Athlete Recovery Sleepwear was developed in collaboration with Under Armour athlete Tom Brady, who credits sleep as one of the most important components to his training regimen. Along with the brand’s newly announced line of recovery-focused Record Equipped running footwear, the Athlete Recovery Sleepwear will be on display at Under Armour’s booth at CES (#43912).

“At Under Armour our goal is to constantly innovate and uncover new solutions that take performance to the next level,” said Kevin Haley, President of Innovation and Category Management, Under Armour. “We are providing athletes with untapped insight and guidance into the importance of sleep and recovery in a way that’s truly unique to Under Armour – with a revolutionary Sleep Recovery System that was created for athletes, by athletes.”

Through the new UA Athlete Recovery Sleepwear, Brady and Under Armour aim to provide all athletes with the off-field support that will maximize their ability to perform. Under Armour has incorporated the bioceramics technology-used and validated by TB12-into a pattern lining the garments, which are designed to maximize comfort and fit. The pattern includes special bioceramic particles that absorb infrared wavelengths emitted by the body and reflect back Far Infrared, helping the body recover faster while promoting better sleep.

“I firmly believe that sleep and recovery are critical aspects of an effective and holistic training program,” said Tom Brady. “Proper sleep has helped me get to where I am today as an athlete and it is something that I continue to rely on every day.  I am excited to partner with Under Armour to bring game-changing sleepwear with the same bioceramics technology I use to athletes all around the world.”

Under Armour is also launching a major update to the UA Record mobile app: a Sleep Recovery System. New features within UA Record provide a deep understanding into an athlete’s sleep schedule and help users set smart guardrails and goals that put them on a path towards sleep optimization. The Sleep Recovery System works by:

  • Tracking sleep: Using UA Band, a phone or supported third party sleep-tracking device, this feature automatically monitors your sleep each night.
  • Delivering detailed analysis: A proprietary 14-day Sleep Score assesses the quality of sleep; requiring users to establish consistent patterns of quality sleep to improve, while the UA Body Clock establishes consistent bed/wake times.
  • Custom coaching: UA Record offers timely reminders, insights, and tips to provide direct guidance on how to improve sleep habits and maximize recovery and performance.

By using the Athlete Recovery Sleepwear and UA Record together as a system, athletes will be able to accelerate recovery time and gain a deeper understanding of their sleep. As part of the system, Brady also helped develop six steps to better sleep to further educate athletes, which will be incorporated in retail packaging.

“By monitoring trends within our Connected Fitness communities, we’ve seen an uptick in athletes who are adopting a 24/7 training mentality, which led us to think about factors like sleep and recovery and how important they are to overall performance,” said Mike Lee, Chief Digital Officer, Under Armour. “This drove our focus to make all athletes better through the science of sleep and recovery, and to unlock the potential for athletes to use sleep as a weapon to reach their absolute peak.”

Under Armour’s science-backed approach to sleep and recovery is strengthened by a new collaboration with Johns Hopkins Medicine centered around tracking, understanding and analyzing sleep patterns. Under Armour has engaged a team of sleep experts at Johns Hopkins Medicine who are working to study the effectiveness of sustained patterns in improving overall sleep behaviors. This in-depth evaluation on sleep comprises the first scientific study powered by the Under Armour Connected Fitness platform and will help shape the brand’s sleep products and UA Record user experience.

Under Armour has expanded its presence at CES this year with unique programming, new core products and appearances from the brand’s arsenal of world-class athletes.  (Original Source)

Shares of Under Armour are currently falling 0.10% to $30.51, or down $0.03 in pre-market trading Thursday. UA has a 1-year high of $86.82 and a 1-year low of $24.86. The stock’s 50-day moving average is $28.22 and its 200-day moving average is $36.04.

On the ratings front, Under Armour has been the subject of a number of recent research reports. In a report issued on December 21, Canaccord Genuity analyst Camilo Lyon reiterated a Buy rating on UA, with a price target of $44, which represents a potential upside of 66% from where the stock is currently trading. Separately, on the same day, Morgan Stanley’s Jay Sole initiated coverage with a Sell rating on the stock and has a price target of $25.

According to TipRanks.com, which ranks over 7,500 financial analysts and bloggers to gauge the performance of their past recommendations, Camilo Lyon and Jay Sole have a yearly average loss of -2.5% and a return of 15.4% respectively. Lyon has a success rate of 44% and is ranked #3938 out of 4369 analysts, while Sole has a success rate of 67% and is ranked #488.

Overall, 2 research analysts have rated the stock with a Sell rating, 11 research analysts have assigned a Hold rating and 11 research analysts have given a Buy rating to the stock. When considering if perhaps the stock is under or overvalued, the average price target is $32.50 which is 22.3% above where the stock closed yesterday.

Under Armour, Inc. engages in the developing, marketing and distributing of branded performance apparel, footwear and accessories for men, women and youth. It operates through the following geographical segments: North America, Latin America, Europe, the Middle East, and Africa.