Under Armour About UA

Brand

OUR VALUES DEFINE US.
UNITE US.

These beliefs are the red thread that connects everyone at Under Armour—to the brand, our customers, athletes, and teammates. Never just words on a page or splashed across a screen, our values are rallying cries. Reminding us why we’re here, fueling everything we do.

LOVE ATHLETES

Make things that
make them legendary.
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STAND FOR EQUALITY

United we win.
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FIGHT ON TOGETHER

Adversity fuels
victory.
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CREATE FEARLESSLY

Dare to lead.
Never follow.
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ALWAYS CONNECT

Live at the center
of the consumer's life.
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STAY TRUE

Completely honest.
Perfectly imperfect.
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THINK BEYOND

Better athletes
in a better world.
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CELEBRATE THE WINS

Take time
to take pride.
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