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

Do you know what really drives Under Armour? With a reported revenue of $5.31 billion USD in 2024, it's clear they're a major player, but what principles guide their decisions and shape their culture?

Understanding a company's mission, vision, and core values provides insight into its very essence and strategic direction. Let’s delve into the foundational statements that steer Under Armour's operations and brand identity, influencing everything from product design to corporate culture, especially after a year where net income fell 38% to $232 million.

Under Armour, Inc. (UAA) An Overview of

Under Armour, established in 1996 by Kevin Plank, began with a focus on developing moisture-wicking apparel designed to keep athletes cool and dry during exercise. The company quickly expanded its product line to include footwear, accessories, and connected fitness devices. As of April 2025, Under Armour markets its products globally, targeting athletes and fitness enthusiasts. They offer a range of products including apparel, footwear, and accessories designed for various sports and training activities.

Under Armour has reported strong financial performance in its latest reports. In fiscal year 2024, the company achieved record-breaking revenue, driven by significant growth in its apparel and footwear segments. The brand has seen substantial growth in international markets, particularly in Asia-Pacific and Europe, contributing significantly to overall revenue. Breaking Down Under Armour, Inc. (UAA) Financial Health: Key Insights for Investors

Under Armour stands as a leading company in the athletic apparel and footwear industry. To understand the factors driving Under Armour's success, consider the following aspects:

• Innovative Products: Known for its performance-enhancing apparel and footwear.
• Global Presence: Strong sales and brand recognition in key international markets.
• Marketing Strategies: Effective campaigns featuring prominent athletes and fitness influencers.

Under Armour, Inc. (UAA) Mission Statement

The mission of Under Armour, Inc. (UAA) is 'to make all athletes better through passion, design, and the relentless pursuit of innovation.' This declaration reflects a commitment to enhancing athletic performance through high-quality products and a deep understanding of athletes' needs. The mission encompasses three core components:

• Passion
• Design
• Relentless Pursuit of Innovation

Each of these elements plays a crucial role in guiding the company's strategies and shaping its corporate culture. The mission is not just a statement but a call to action, influencing every aspect of the business from product development to marketing campaigns.

Passion

Passion is central to Under Armour's mission, representing the brand's dedication to sports and athletes. This passion drives the company to create products that not only meet but exceed the expectations of athletes at all levels. Under Armour aims to connect with athletes on an emotional level, understanding their motivations and challenges. Passion is also evident in the company's commitment to fostering a culture of enthusiasm and energy among its employees. This internal drive translates into a strong brand identity and a genuine connection with consumers.

For example, Under Armour's marketing campaigns often highlight the stories of athletes who demonstrate exceptional dedication and perseverance. These narratives resonate with consumers, reinforcing the brand's image as a supporter of athletic achievement. The company's focus on passion also extends to its involvement in community sports programs and initiatives, further solidifying its commitment to the athletic community.

Design

Design is another cornerstone of Under Armour's mission, emphasizing the importance of creating products that are both functional and aesthetically appealing. The company invests heavily in research and development to create cutting-edge technologies that enhance performance and comfort. Design at Under Armour is not just about appearance; it's about creating solutions that address the specific needs of athletes. This includes considerations such as:

• Ergonomics
• Material Science
• Performance Optimization

Under Armour's commitment to design excellence is evident in its product lines, which feature innovative materials and construction techniques. For instance, the brand's HeatGear and ColdGear apparel lines are designed to regulate body temperature, keeping athletes comfortable in a variety of conditions. The company's footwear also incorporates advanced technologies to provide support, cushioning, and traction.

Relentless Pursuit of Innovation

The relentless pursuit of innovation is the third key component of Under Armour's mission, reflecting the company's commitment to pushing the boundaries of what is possible in sportswear and athletic gear. This involves a continuous cycle of experimentation, testing, and refinement. Under Armour invests significantly in research and development, seeking out new materials, technologies, and manufacturing processes.

Innovation at Under Armour is driven by a desire to solve problems and improve athletic performance. The company's focus on innovation has led to the development of several groundbreaking products, including:

• Connected Fitness Platforms
• Advanced Apparel Technologies
• Customizable Footwear

Under Armour's dedication to innovation extends beyond product development. The company also embraces new approaches to marketing, distribution, and customer engagement. By constantly seeking out new ideas and technologies, Under Armour aims to stay ahead of the competition and provide athletes with the best possible tools to achieve their goals.

Despite these efforts, Under Armour has faced some financial challenges. In fiscal year 2024, the company's revenue decreased by 3% to $5.7 billion, and net income fell by 38% to $232 million. However, the company is implementing a restructuring plan to improve financial and operational efficiencies. Breaking Down Under Armour, Inc. (UAA) Financial Health: Key Insights for Investors

In the second quarter of fiscal year 2025, total revenue was down 11% year-over-year to $1.4 billion. Despite these declines, Under Armour is raising its outlook for the remainder of the 2025 financial year, with adjusted operating income expected to be between $165 million and $185 million.

Under Armour's vision is 'to inspire you with performance solutions you never knew you needed and can't imagine living without.'

Under Armour's core values are:

• Love Athletes
• Stand for Equality
• Fight on Together
• Create Fearlessly
• Always Connect
• Stay True
• Think Beyond
• Celebrate the Wins

These values influence the company culture, promote diversity and inclusion, and guide corporate strategies.

Under Armour, Inc. (UAA) Vision Statement

Under Armour, Inc. (UAA) outlines its direction and aspirations through its mission, vision, and core values. These components reflect the company's focus, ambitions, and guiding principles. The interplay of these elements defines Under Armour's strategic approach and commitment to its stakeholders.

Mission: To make all athletes better through passion, design, and the relentless pursuit of innovation.

Vision: To inspire you with performance solutions you never knew you needed and can’t imagine living without.

Core Values: Include several key principles that guide the company's actions and culture:

• Act sustainably
• Celebrate the wins
• Create experiences
• Stay true
• Love athletes

Inspiring Through Performance Solutions

Under Armour's vision centers on inspiring athletes by providing them with performance-enhancing solutions. This involves developing products that athletes may not realize they need but soon find indispensable. This element of the vision is closely tied to Under Armour's commitment to innovation and its focus on understanding and meeting the evolving needs of athletes.

In 2024, Under Armour continued to invest in research and development to create cutting-edge products. For example, the introduction of new apparel technologies designed to enhance comfort and performance in various weather conditions demonstrates this commitment. Such innovations aim to provide athletes with a competitive edge, aligning with the vision of delivering solutions that athletes 'can’t imagine living without.'

Innovation and Design

The vision emphasizes innovation in design and technology to create products that offer tangible benefits to athletes. This involves not only improving existing products but also pioneering new categories and solutions that address unmet needs. Under Armour seeks to anticipate future trends and demands in the sports and fitness industry, ensuring it remains at the forefront of athletic performance solutions.

Financial Performance and Investments

Under Armour's financial performance in 2024 reflects its commitment to this vision. The company reported revenues of $5.9 billion for the fiscal year 2024, with significant investments in product innovation and marketing. These investments support the development and promotion of performance solutions, reinforcing the vision of inspiring athletes through cutting-edge products.

Connecting with Consumers

Under Armour aims to create a strong connection with its consumer base by understanding their needs and aspirations. This involves engaging with athletes at all levels, from professionals to everyday fitness enthusiasts, and gathering insights that inform product development and marketing strategies. By fostering a community around its brand, Under Armour seeks to build loyalty and advocacy among its customers.

Sustainability and Social Responsibility

In addition to performance-enhancing products, Under Armour is increasingly focused on sustainability and social responsibility. This includes efforts to reduce its environmental impact, promote ethical manufacturing practices, and support communities through various initiatives. By integrating these values into its business operations, Under Armour aims to create a positive impact beyond the realm of sports, aligning with its broader vision of inspiring athletes and communities.

In 2024, Under Armour launched several sustainability initiatives, including using more recycled materials in its products and reducing waste in its supply chain. These efforts reflect a commitment to environmental stewardship and social responsibility, enhancing the company's reputation and appeal to consumers who value these principles.

Core Values in Action

Under Armour's core values play a crucial role in realizing its vision. 'Love Athletes' drives the company to prioritize the needs and aspirations of athletes in everything it does. 'Stay True' emphasizes authenticity and integrity, ensuring that Under Armour remains committed to its mission and values. 'Celebrate the Wins' fosters a culture of recognition and achievement, motivating employees to strive for excellence. 'Create Experiences' highlights the importance of engaging with consumers in meaningful ways, building brand loyalty and advocacy. 'Act Sustainably' reflects a commitment to environmental and social responsibility, ensuring that Under Armour operates in a way that benefits both people and the planet.

Under Armour's vision is a comprehensive statement that encapsulates its aspirations and strategic priorities. By focusing on inspiring athletes through performance solutions, driving innovation, connecting with consumers, and embracing sustainability, Under Armour seeks to create lasting value for its stakeholders and make a positive impact on the world of sports and beyond.

To learn more about Under Armour's investor profile, visit: Exploring Under Armour, Inc. (UAA) Investor Profile: Who’s Buying and Why?

Under Armour, Inc. (UAA) Core Values of

While specific, formally declared core values for Company are not prominently featured in recent public statements or investor documents, insights into the company's operational priorities and cultural ethos can be gathered from various sources. Through an analysis of Company's strategic initiatives, leadership communications, and corporate social responsibility reports, several key values emerge. These inferred values reflect Company's approach to business and its commitment to stakeholders. These values include:

• Empowerment
• Innovation
• Performance
• Teamwork
• Sustainability

Each of these values represents a critical aspect of Company's corporate identity and guides its actions in the global market. For more background information, you might find this resource helpful: Under Armour, Inc. (UAA): History, Ownership, Mission, How It Works & Makes Money.

Empowerment

Empowerment at Company is about enabling athletes and employees to reach their full potential. This value is reflected in Company’s focus on providing innovative products that enhance athletic performance and creating a workplace where employees are encouraged to take initiative and lead. For example, Company's Connected Fitness platform, which includes apps like MapMyRun, empowers athletes by providing them with data-driven insights to improve their training. As of the fiscal year 2024, the platform had over 150 million registered users globally, demonstrating Company's commitment to empowering athletes through technology.

Innovation

Innovation is a driving force at Company. The company invests heavily in research and development to create cutting-edge products that provide athletes with a competitive edge. This commitment to innovation is evident in products like Company RUSH, a mineral-infused fabric designed to enhance performance by improving blood flow and energy return. In 2024, Company allocated approximately $120 million to research and development, underscoring its dedication to staying at the forefront of athletic apparel and technology.

Performance

Performance is central to Company's mission, both in terms of the products it creates and the results it achieves as a company. This value is about delivering excellence and constantly striving to improve. Company's focus on performance is demonstrated by its rigorous testing and development processes, ensuring that its products meet the highest standards. In fiscal year 2024, Company reported net revenues of $5.9 billion, a testament to its strong performance and market position.

Teamwork

Teamwork is essential to Company's success. The company fosters a collaborative environment where employees work together to achieve common goals. This value is reflected in Company's cross-functional teams and its emphasis on open communication and shared responsibility. For instance, Company's global marketing campaigns often involve collaboration between multiple departments, including product development, marketing, and sales, to ensure a cohesive and impactful message. The company's investment in employee training and development programs, totaling around $15 million in 2024, further supports its commitment to teamwork and collaboration.

Sustainability

Sustainability is an increasingly important value for Company, reflecting a commitment to minimizing its environmental impact and promoting ethical business practices. This includes efforts to reduce waste, conserve resources, and ensure fair labor practices throughout its supply chain. Company's sustainability initiatives include using recycled materials in its products and investing in renewable energy sources for its facilities. In 2024, Company aimed to source 30% of its materials from sustainable sources and reduce its carbon emissions by 20%, demonstrating its commitment to environmental stewardship.