Under Armour is obsessed with being better, stronger, and more focused than anyone else out there.  

Our mission: to make athletes better. 

Our vision: to inspire you with performance solutions you never knew you needed and can’t imagine living without. 

Our values define and unite us, the beliefs that are the red thread that connect everyone at Under Armour. Our values are rallying cries, reminding us why we’re here, and fueling everything we do. 

LOVE ATHLETES 

We believe in waking up every morning to make athletes legendary. From the best of the best to the ones just getting started, we put the athlete at the center of everything we do. We create fearlessly with the courage and conviction to defy convention. We innovate by taking bold and smart risks. We show up big where athletes train, compete, and recover. 

CELEBRATE THE WINS 

We believe our victories, big and small, bring us together as a team. We celebrate our accomplishments, giving credit where it's due. We take time to have fun. We channel past successes to inspire our next win. 

STAND FOR EQUALITY 

We believe sport is the great unifier. We don't sit on the sidelines; we speak up for fairness and equity. We treat each other with respect. We apply different perspectives in our work. We come together as a force for good to serve the communities we represent. 

ACT SUSTAINABLY 

We believe our work is not just what we do but how we do it. We work ethically and efficiently to perfect performance while reusing the Earth's resources. We seek new information to develop lasting solutions. We protect our planet for all who now play, and all who will play, on our home field. 

FIGHT ON TOGETHER 

We believe strength is built through tackling adversity. We act with an enterprise mindset in the best interest of the Brand. We help each other overcome obstacles. We act with integrity, have honest conversations and grow over mistakes. We approach challenges with positive intent and never quit. 



BDT & MSD Partners

Under Armour

#Disney and #UnderArmour teamed up for a unique collaboration in celebration of #Iwaju and the next generation of Black creative talent.

Our design team, led by Sr. Footwear Designer, Reggie Wilson, collaborated with filmmakers from Disney Animation and Kugali Media to create one-of-a-kind designs that can only be seen in the new groundbreaking series.

All episodes of Walt Disney Animation Studios and Kugali Media’s #Iwájú are now available on Disney+.


An All-Star surprise for GOOD!

Brynlee Walker was born with a condition called hypotonia that requires her to wear special braces. When her braces wouldn't fit in her favorite Curry Brand shoes, Brynlee didn't give up, she wrote a letter to Stephen Curry and the Curry Brand team.

The stars aligned during All-Star Weekend when Brynlee and her family received the surprise of a lifetime from Stephen at “Curry’s Gameroom” – #UnderArmour and Curry Brand’s pop-up activation in Indianapolis.

More to come…

Today we debuted Curry Brand’s newest national commercial. It’ll have you doing your thing. 

As part of our year-long “When You Do Your Thing” campaign, Curry Brand launched a :30 long anthem video. 

The spot, which is driven by an instantly recognizable track, features Curry Brand and Under Armour athletes, Kelsey Plum and De'Aaron Fox.

I can remember a few commercials I grew up watching. I get nostalgic thinking about it. Likewise, I hope in 20 years some kids looks back fondly on this spot…and maybe even remember how they used to do their thing.

Last week, we welcomed #UnderArmour athlete Tyrone Mings to our HQ Campus!

We were able to give Tyrone a full two-day tour to deep dive about our product, innovation, and social strategies, meet the team, and even get a workout out in!

The team was able to meet Tyrone and learn about his monumental rise to Aston Villa F.C. and the English National Team. He connected with our teammate resource group, BEAT (Black Employees Achieving Together), and spent one-on-one time with both our CEO, Stephanie Linnartz, and Founder,  Kevin Plank.

Thank you, Tyrone, for helping us #ProtectThisHouse

“The idea behind this shoe was to redefine what a basketball shoe could be, in a way that only #UnderArmour could. We wanted to allow the athlete to feel something completely new- a seamless 1:1 fit and truly natural playing experience."

Teammate Kristoffer Cook, Global PLM, Basketball Footwear, breaks down the inspiration for Under Armour’s most innovative basketball shoe ever, the FUTR X ELITE.

Built from the ground up, the award-winning UA #Flow technology provides a lightweight, responsive underfoot feel with unmatched grip on-court. #Intelliknit uppers offer breathability and dynamic compression for 360-degree comfort, and a 3D-molded heel counter locks your foot into place. With less material, weight, and ZERO distractions, the FUTR X ELITE looks to define a new standard for #basketball #sneakers moving into the future.

Check it out! ↓
https://lnkd.in/erQSM3Tx

Under Armour, Inc., together with its subsidiaries, engages in the developing, marketing, and distributing performance apparel, footwear, and accessories for men, women, and youth. The company offers its apparel in compression, fitted, and loose fit types. It also provides footwear products for running, training, basketball, cleated sports, recovery, and outdoor applications. In addition, the company offers accessories, which include gloves, bags, headwear, and sports masks; and digital subscription and advertising services under the MapMyRun and MapMyRide platforms. It primarily offers its products under the UNDER ARMOUR, UA, HEATGEAR, COLDGEAR, HOVR, PROTECT THIS HOUSE, I WILL, UA Logo, ARMOUR FLEECE, and ARMOUR BRA brands. The company sells its products through wholesale channels, including national and regional sporting goods chains, independent and specialty retailers, department store chains, mono-branded Under Armour retail stores, institutional athletic departments, and leagues and teams, as well as independent distributors; and directly to consumers through a network of 422 brand and factory house stores, as well as through e-commerce websites. It operates in the United States, Canada, Europe, the Middle East, Africa, the Asia-Pacific, and Latin America. Under Armour, Inc. was incorporated in 1996 and is headquartered in Baltimore, Maryland.

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