Under Armour class action alleges retailer advertises false reference prices

Under Armour class action lawsuit overview: 

• Who: Plaintiff Linda Rappaport filed a class action lawsuit against Under Armour Inc. 
• Why: Rappaport claims Under Armour prices on-sale items at its Under Armour Factory outlet stores in a misleading way by using artificially inflated “original” prices. 
• Where: The Under Armour class action lawsuit was filed in New York federal court.

A new class action lawsuit alleges that Under Armour advertises false price discounts for merchandise sold throughout its Under Armour Factory outlet stores. 

Plaintiff Linda Rappaport’s class action lawsuit claims Under Armour has for years been luring consumers with advertised discounts that misleadingly promise “huge savings and high value.”

“But the promised savings are false, and the product’s value reflected in its price is incorrect when the retailer advertises discounts off of some higher, made-up, and artificially inflated ‘original’ price that no one ever pays,” the Under Armour prices class action says. 

Rappaport wants to represent a New York class of consumers who bought one more products at a discount from an advertised reference price at an Under Armour Factory store, and who have not received a refund or credit for said purchase. 

Under Armour uses alleged false reference pricing scheme to up sales, class action says

Rappaport argues Under Armour engages in its alleged false reference pricing scheme as a way to increase its sales, however, for consumers, she claims it simply deprives them of “the benefit of their bargain,” and causes them to spend more money than what the items are worth. 

“Consumers are misled and incorrectly overvalue Defendant’s Factory products as a result of the false price comparisons,” the Under Armour prices class action says.

Rappaport claims Under Armour is guilty of violating the New York False Advertising Law and the New York Consumer Protection From Deceptive Acts and Practices Act. 

The plaintiff demands a jury trial and requests declaratory and injunctive relief and an award of actual, punitive and statutory damages for herself and all class members. 

A similar class action lawsuit filed against Under Armour in 2020 claimed the company advertised inflated “original prices” for on-sale items at its outlet stores in order to make consumers believe they were getting a bargain. 

Have you ever purchased a product from Under Armour that was discounted from an advertised reference price ? Let us know in the comments.

The plaintiff is represented by Gary F. Lynch, Todd D. Carpenter, Scott G. Braden and Matt J. Zevin of Lynch Carpenter, LLP. 

The Under Armour class action lawsuit is Rappaport, et al. v. Under Armour, Inc., et al., Case No. 2:24-cv-07558, in the U.S. District Court for the Eastern District of New York.

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