How Under Armour Stock Reacted to Its Q2 2026 Earnings, Measured Minute by Minute

On paper Under Armour's quarter cleared the bar. On the tape, measured from 10:55 UTC, the stock dropped from $6.60 to $6.25 inside fifteen minutes — -5.3% — which is what it looks like when expectations sat above the published consensus.

This page is the measured anatomy of that print on 7 August 2026: every earnings-related headline that crossed for Under Armour, in order, each with the price reaction measured from its own instant.

The print, row by row

The first minute overshot. The stock moved -12.12% almost immediately, then gave part of it back to finish the window at -5.3%. The instant read was stronger than the considered one — the fifteen-minute mark, measured against the same pre-print level, is the cleaner statement of what the report was worth.

Which line actually moved it

Each row above is measured from its own instant — the price immediately before that specific headline crossed — so the rows can be compared directly. The largest single reaction, -5.3%, belongs to the 10:55 UTC line. By the time the 12:59 UTC line arrived, the measured response was -0.16% — the marginal information in each successive headline decays fast, and the decay is measurable.

Did the first read hold?

It did. By the close of that session, Under Armour stood at -4.53% against the prior close — the same direction the first fifteen minutes priced. The instant read and the considered read agreed.

A beat that gets marked down is the market saying the whisper sat above the estimate, or that something inside the release — guidance, margin, a segment line — mattered more than the headline. The measured sequence above shows where that judgement landed first.

How these numbers were measured

We record the price of the instrument immediately before each headline crosses our tape, then again one minute and fifteen minutes later, together with traded volume against that instrument's own normal. Every figure on this page comes from those recordings — the timestamps are the actual instants the lines crossed. Nothing here is an estimate, a close-to-close change, or a model's guess. The method, the gates every page must pass, and how we correct errors are documented in our editorial standards.