As retailers compete for holiday dollars with deeper discounts and longer promotions, Under Armour is refusing to enter the fray.
While it's difficult to compete in an environment where retailers are offering doorbusters even before Black Friday begins, Under Armour CEO Kevin Plank told CNBC that remaining a full-price brand allows the company to deliver better margins.
"The retail landscape in general is just changing at a rate which is—I don't want to call it irresponsible—but I'm glad we don't have to play in that," he said Tuesday on "Squawk on the Street."
Read MoreAmericans plan to spend most in 5 years this Christmas
Under Armour has reported 18 consecutive quarters of 20 percent or more growth. Its stock has surged nearly 60 percent over the last year.
Plank said Black Friday is no longer the telltale sign for what is happening in the retail world.
"I don't think it's quite an indicator as to what's to come because the discounts, the sales, are just extending too long and you're not condensing all that into one 24-hour period on a Friday after Thanksgiving," he said
Read MoreThese retailers are winning in online sales: Storch
Asked whether Under Armor would have to pass higher costs on to consumers in the face of a stronger dollar, Plank said shoppers should not expect that from the company.
"I think we're responsible when we react with price increases, but typically if we can, we like to absorb as much as we can," he said.
On Tuesday, Under Armour announced a partnership with on-demand digital video fitness brand Radius, which is owned by CNBC's parent company NBCUniversal. Radius will feature Under Armour's footwear and apparel in its programming and make items available for purchase through e-commerce.
