Mission Statement, Vision, & Core Values of Under Armour, Inc. (UA)

Mission Statement, Vision, & Core Values of Under Armour, Inc. (UA)

US | Consumer Cyclical | Apparel - Manufacturers | NYSE

Under Armour, Inc. (UA) Bundle

Get Full Bundle:
$12 $7
$12 $7
$12 $7
$12 $7
$25 $15
$12 $7
$12 $7
$12 $7
$12 $7

TOTAL:

What drives a global leader in athletic apparel and accessories like Under Armour? Understanding their mission, vision, and core values offers insight into their strategic direction and brand identity. With reported revenue of $5.7 billion in fiscal year 2024, how do these guiding principles shape their business decisions and market presence? Delving into these elements can reveal how Under Armour aims to innovate and inspire athletes worldwide, but how exactly do they plan to achieve this?

Under Armour, Inc. (UA) An Overview of

Under Armour, Inc., was founded in 1996 by Kevin Plank, a former University of Maryland football player. Plank initially started the company from his grandmother's basement in Washington, D.C., driven by the need for athletic apparel that stayed dry and light during intense workouts. This led to the development of moisture-wicking fabrics, which became the foundation of Under Armour's product line. The company's early sales primarily came from team sports apparel. Over the years, Under Armour expanded its offerings to include footwear, accessories, and connected fitness devices. As of April 2025, Under Armour continues to innovate in performance apparel, targeting athletes and fitness enthusiasts worldwide.

Under Armour's financial performance in its latest reporting period demonstrates its continued growth and market presence. In 2024, the company reported revenue of $5.9 billion. Apparel sales accounted for $3.9 billion, while footwear reached $1.4 billion. Accessories contributed $500 million to the total revenue. The company's international sales grew by 15%, with significant increases in the EMEA (Europe, Middle East, and Africa) and Asia-Pacific regions. North America remained Under Armour's largest market, accounting for approximately 68% of total revenue. The company's direct-to-consumer (DTC) business also saw substantial growth, increasing by 12% year-over-year.

Under Armour has established itself as a leading company in the athletic apparel industry through its focus on innovation, performance, and brand building. The company's success can be attributed to its commitment to providing athletes with cutting-edge products that enhance their performance. Want to know more about Under Armour's investors? Find out more here: Exploring Under Armour, Inc. (UA) Investor Profile: Who’s Buying and Why?

Under Armour, Inc. (UA) Mission Statement

The mission statement of Under Armour, Inc. (UA) is 'To make all athletes better through passion, design, and the relentless pursuit of innovation.' This statement encapsulates the company's dedication to enhancing athletic performance via innovative design and a deep-seated passion for sports. The mission is not just a statement of intent; it is a guiding principle that influences every aspect of Under Armour's operations, from product development to marketing strategies. You can explore more about Under Armour's history and mission Under Armour, Inc. (UA): History, Ownership, Mission, How It Works & Makes Money.

Here's a breakdown of the key components of Under Armour's mission statement:

  • To make all athletes better: This part of the mission emphasizes inclusivity and the goal of improving athletic performance for everyone, regardless of skill level.
  • Through passion: Passion fuels Under Armour's commitment to sports and fitness, driving the company to create products that resonate with athletes.
  • Design: This highlights the importance of aesthetics and functionality in Under Armour's products, ensuring they meet the needs of athletes while also being visually appealing.
  • And the relentless pursuit of innovation: Innovation is at the core of Under Armour's mission, pushing the company to continuously develop new technologies and products that enhance athletic performance.

Let's delve deeper into each component:

Making All Athletes Better

Under Armour's commitment extends to athletes of all levels, from professionals to amateurs. This inclusivity is reflected in their broad product range, which caters to various sports and fitness activities. In 2024, Under Armour continued its focus on performance-enhancing apparel, footwear, and accessories. For example, the brand's strategic focus on innovation led to the launch of new athletic gear designed to improve endurance and recovery, appealing to a broad spectrum of athletes. The company supports this mission through various initiatives:

  • Sponsorships of professional and amateur athletes
  • Partnerships with sports organizations
  • Community programs promoting youth sports and fitness

Passion

Passion is the emotional engine driving Under Armour's mission. This fervor for sports and fitness permeates the company culture, inspiring employees to create products that meet the real-world needs of athletes. Under Armour fosters this passion internally through:

  • Employee engagement programs focused on health and wellness
  • Support for employee participation in sports and fitness activities
  • Company-sponsored sports teams and events

This passion translates into products that resonate with athletes, enhancing their performance and experience.

Design

Under Armour places a strong emphasis on design, blending aesthetics with functionality to create products that not only perform well but also look good. This focus on design is evident in:

  • The sleek and modern appearance of Under Armour's apparel and footwear
  • The ergonomic designs that enhance comfort and performance
  • The use of innovative materials and construction techniques

Design is not just about aesthetics; it's about creating products that solve problems and improve the athlete's experience. In 2024, this commitment to design was evident in the integration of data-driven insights into product development, ensuring that new offerings met the specific needs of athletes.

Relentless Pursuit of Innovation

Innovation is the cornerstone of Under Armour's mission. The company is constantly seeking new ways to improve athletic performance through:

  • Research and development of new materials and technologies
  • Collaboration with athletes and sports scientists
  • Investment in cutting-edge manufacturing processes

This commitment to innovation has led to breakthroughs such as HeatGear and ColdGear fabrics, which regulate body temperature to enhance performance. In 2024, Under Armour continued to invest heavily in research and development, with a focus on sustainable materials and advanced manufacturing techniques. The company's dedication to innovation is also reflected in its digital fitness platforms, such as MapMyRun and MyFitnessPal, which provide athletes with data-driven insights to improve their training. According to the company's financial reports, Under Armour allocated approximately $120 million to research and development in the fiscal year 2024, underscoring its dedication to staying at the forefront of athletic innovation.

Under Armour, Inc. (UA) Vision Statement

Under Armour's vision is to empower athletes everywhere. This vision reflects a broad ambition to reach athletes of all levels, providing them with the tools to enhance their performance. The company's approach integrates innovative apparel, footwear, and accessories designed to meet the diverse needs of the athletic community.

Under Armour, Inc. reported $5.7 billion in revenue for the fiscal year 2024. This financial scale allows Under Armour to invest significantly in research and development, marketing, and distribution, all of which support its vision of empowering athletes through performance-enhancing products. The company's commitment extends beyond product development to include initiatives aimed at fostering athletic communities and promoting active lifestyles globally.

Empowering Athletes: A Closer Look

Under Armour's vision focuses on empowering athletes, not just equipping them. This involves several key strategies:

  • Innovative Product Development: Under Armour invests heavily in creating cutting-edge apparel, footwear, and accessories. These products are designed with advanced technologies to improve athletic performance, such as moisture-wicking fabrics, responsive cushioning, and ergonomic designs.
  • Accessibility and Inclusivity: The company aims to serve athletes of all levels, from professionals to beginners. This commitment is reflected in its diverse product lines, catering to various sports and activities.
  • Community Engagement: Under Armour actively supports athletic communities through sponsorships, partnerships, and grassroots initiatives. These efforts help foster a sense of belonging and provide resources for athletes to pursue their goals.

Global Reach

The term everywhere in Under Armour's vision highlights the company's global ambitions. Under Armour seeks to impact athletes across different countries and cultures. This global strategy includes:

  • International Expansion: Under Armour has expanded its presence in key international markets through strategic partnerships and localized marketing campaigns. This expansion allows the company to reach new customer segments and drive revenue growth.
  • Cultural Adaptation: The company tailors its products and marketing efforts to resonate with local preferences and cultural nuances. This adaptation ensures that Under Armour's message is relevant and impactful in diverse markets.
  • Global Brand Building: Under Armour invests in building a consistent brand image across all markets. This involves maintaining high standards for product quality, customer service, and brand communication.

Financial Data Supporting Global Vision

Under Armour's financial performance underscores its ability to pursue its global vision effectively. Here are some key financial metrics from the fiscal year 2024:

  • Revenue: Total revenue reached $5.7 billion, demonstrating the company's strong market position and global reach.
  • Gross Margin: The gross margin stood at 46.7%, reflecting efficient cost management and premium pricing strategies.
  • Operating Income: Operating income was $336 million, showcasing the company's profitability and operational efficiency.
  • Net Income: Net income amounted to $233 million, indicating solid financial health and growth potential.

These figures show Under Armour's financial strength, which supports its investments in innovation, global expansion, and community engagement. These investments are crucial for realizing the company's vision of empowering athletes everywhere.

For more insights into Under Armour's history, mission, and operations, explore: Under Armour, Inc. (UA): History, Ownership, Mission, How It Works & Makes Money.

Under Armour, Inc. (UA) Core Values of

While specific, officially declared core values for Under Armour, Inc. (UA) can be elusive, we can infer key principles from their actions, statements, and overall brand ethos. These inferred values reflect what the company prioritizes in its operations and culture. Based on available information up to April 2025, key inferred core values include:

  • Drive
  • Innovation
  • Teamwork
  • Integrity
  • Customer Focus

These values are evident in various facets of Under Armour's business, from product development to corporate social responsibility initiatives.

Drive

Drive, in the context of Under Armour, embodies the relentless pursuit of athletic excellence and continuous improvement. This value is about pushing boundaries, setting ambitious goals, and persevering through challenges. For Under Armour, drive is not just about achieving success but also about the journey of hard work and dedication required to get there.

Examples of how Under Armour demonstrates drive:

  • Product Innovation: Under Armour consistently invests in research and development to create innovative products that enhance athletic performance. For example, their HOVR technology in running shoes provides cushioning and energy return, helping athletes push their limits.
  • Athlete Partnerships: Under Armour partners with elite athletes who embody the spirit of drive and determination. These athletes serve as brand ambassadors and inspire customers to strive for their personal best.
  • Performance-Driven Culture: Under Armour fosters a culture of high performance and accountability among its employees. They encourage employees to take initiative, set ambitious goals, and continuously improve their skills and knowledge.

Innovation

Innovation is a cornerstone of Under Armour's identity, driving its success in the competitive athletic apparel and footwear market. This value encompasses not only technological advancements in product design but also creative approaches to marketing, sustainability, and customer engagement. Under Armour aims to stay ahead of the curve by constantly seeking new ways to enhance performance and provide value to its customers.

Examples of how Under Armour demonstrates innovation:

  • Technological Advancements: Under Armour has been at the forefront of integrating technology into athletic apparel. Their ColdGear and HeatGear fabrics regulate body temperature, while their connected footwear tracks performance metrics.
  • Sustainable Practices: Under Armour is committed to reducing its environmental impact through innovative sustainable practices. This includes using recycled materials, reducing waste, and investing in renewable energy.
  • Digital Integration: Under Armour has invested in digital platforms and apps to enhance the customer experience. Their MapMyFitness platform connects athletes, tracks their progress, and provides personalized training insights.

Teamwork

Teamwork is essential to Under Armour's success, fostering collaboration and shared goals across all levels of the organization. This value extends beyond internal teams to include partnerships with athletes, retailers, and communities. Under Armour believes that by working together, they can achieve more than they could individually.

Examples of how Under Armour demonstrates teamwork:

  • Collaborative Design: Under Armour encourages collaboration between designers, engineers, and athletes to create products that meet the needs of athletes. This collaborative approach ensures that products are both functional and innovative.
  • Community Engagement: Under Armour actively engages with local communities through sports programs, charitable initiatives, and volunteer efforts. These initiatives promote teamwork and build stronger communities.
  • Strategic Partnerships: Under Armour partners with retailers, distributors, and other organizations to expand its reach and deliver its products to customers worldwide. These partnerships are based on mutual trust and shared goals.

Integrity

Integrity is fundamental to Under Armour's reputation and long-term success. This value encompasses honesty, transparency, and ethical conduct in all aspects of its business. Under Armour is committed to upholding the highest standards of integrity in its relationships with customers, employees, investors, and communities.

Examples of how Under Armour demonstrates integrity:

  • Ethical Sourcing: Under Armour is committed to ethical sourcing practices, ensuring that its products are made in safe and fair working conditions. They work with suppliers who share their commitment to human rights and environmental responsibility.
  • Transparent Communication: Under Armour is committed to transparent communication with its stakeholders, providing accurate and timely information about its financial performance, business practices, and social impact.
  • Corporate Governance: Under Armour has a strong corporate governance framework that promotes accountability, transparency, and ethical decision-making. This framework ensures that the company operates in the best interests of its stakeholders.

Customer Focus

Customer focus is at the heart of Under Armour's business strategy, driving its efforts to understand and meet the needs of athletes and active consumers. This value involves listening to customer feedback, providing exceptional service, and creating products that enhance their performance and experience. Under Armour aims to build long-term relationships with its customers based on trust and loyalty.

Examples of how Under Armour demonstrates customer focus:

  • Customer Feedback: Under Armour actively solicits customer feedback through surveys, reviews, and social media. This feedback is used to improve products, services, and the overall customer experience.
  • Personalized Products: Under Armour offers personalized products and services to meet the unique needs of individual customers. This includes customized apparel, personalized training plans, and tailored product recommendations.
  • Exceptional Service: Under Armour is committed to providing exceptional customer service through its retail stores, online channels, and customer support teams. They strive to resolve issues quickly and efficiently, ensuring customer satisfaction.

For more insights into Under Armour's financial standing, check out: Breaking Down Under Armour, Inc. (UA) Financial Health: Key Insights for Investors

DCF model

Under Armour, Inc. (UA) DCF Excel Template

    5-Year Financial Model

    40+ Charts & Metrics

    DCF & Multiple Valuation

    Free Email Support


Disclaimer

All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.

We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site—including articles or product references—constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.

All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.