Under Armour About UA

Brand

Our Values

They’re the beliefs that connect everyone at Under Armour — to the brand, our customers, athletes, and teammates. But this isn’t about labels. This is about action and the behaviors we embody to deliver our mission and purpose.

love athletes

Learn More

  • We believe in waking up every morning to make athletes legendary.
  • We put the focused performer from the best of the best to the ones just getting started, 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

Learn More

  • We believe in waking up every morning to make athletes legendary.
  • We put the focused performer from the best of the best to the ones just getting started, 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.

stand for equality

Learn More

  • We believe in waking up every morning to make athletes legendary.
  • We put the focused performer from the best of the best to the ones just getting started, 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.

ACT SUSTAINABLY

Learn More

  • We believe in waking up every morning to make athletes legendary.
  • We put the focused performer from the best of the best to the ones just getting started, 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.

fight on together

Learn More

  • We believe in waking up every morning to make athletes legendary.
  • We put the focused performer from the best of the best to the ones just getting started, 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.

Find out more about UA