At Under Armour, we are committed to our value of ‘Stand for Equality’ and are focused on creating an inclusive culture so diversity can truly thrive. In addition to driving more inclusion in our workplace, we strive to be a force for positive change and support in our communities.
In July 2020, we set out our plans to improve on these efforts. We published commitments across each of our strategic pillars with a goal of seeing bold progress by year end 2023. We remain committed to our focus and are proud of the progress that we’ve made. We will continue to strive for more, leveraging our positive momentum in our push for a more diverse, equal, and inclusive Under Armour.
Here’s what we've accomplished so far across our key pillars of teammates, workplace and community.
We have set measurable goals to improve the diversity of our talent through hiring and internal advancement.
We have accelerated efforts to make our workplace a more inclusive environment for our BIPOC teammates.
We are prioritizing our philanthropy efforts to support Black communities in our hometown of Baltimore and beyond.
Celanese Corporation, a global specialty materials and chemical company, and Under Armour, Inc., a global leader and innovator in athletic apparel and footwear, have collaborated to develop a new fiber for performance stretch fabrics called NEOLAST™. The innovative material will offer the apparel industry a high-performing alternative to elastane – an elastic fiber that gives apparel stretch, commonly called spandex.
Under Armour, Inc. today published its FY2023 Sustainability & Impact Report, providing a progress update on 23 goals the company announced in 2022 as part of its work to reduce the environmental footprint of its products and operations while accelerating its social and community impact.
The Baltimore Ravens and Under Armour joined forces to provide custom uniforms for female student-athletes as part of the inaugural season of girls’ flag football with Frederick County Public Schools (FCPS).
Under Armour welcomes Diana Flores, world flag football champion, as a new Global Ambassador addition to UA Athlete roster. Flores is the first flag football athlete to join the Under Armour family and, at 25 years old, is an inspiring example of the resilience and dedication it takes for young athletes to always strive for more.
As the confetti settles on a record-breaking women’s college basketball season and the WNBA season tip off gets underway, Under Armour is keeping the momentum of women’s basketball on fire both on and off the court.
Under Armour and Stephen Curry became a team in 2013. What started as an underrated point guard only a few years into the league, and a challenger brand looking to shake up the sporting industry, has become an iconic partnership with disruption and innovation at its core. Now, the two have amplified their unique partnership even further, forging a long-term commitment to serve athletes and communities and drive mutual success for years to come.
To pave the way for young women and show them what a future in sports can look like, Under Armour and Kelsey Plum are launching the inaugural Dawg Class. Hosted at IMG Academy in April, this mentorship program will help women college athletes navigate the transition to the professional level.
Today Under Armour and City Schools celebrated Project Rampart, an ongoing six-year partnership designed to elevate the City Public High School student athlete experience and improve academic outcomes through the power of sport.
At Under Armour, ‘Stand for Equality’ has always been a core value, meaning we stand with underrepresented groups, such as the LGBTQIA+ community, year-round and remain committed to creating better representation in sport, around the world, and in our own community.
Under Armour believes that the power of sport can unite, inspire, and change the world. We are on a mission to empower the voices of our underrepresented athletes, teammates, and communities in our ongoing effort to Stand for Equality. We continue to celebrate the importance of Black History Month by delivering upon this mission.
Today athletes are faced with challenges both on and off the field. Spurred by social media there is more noise than ever and the youth athletes of today are faced with comparisons at every turn. Rising above the noise, the most confident athletes all have one thing in common - they forge their own path to greatness.
Hype Headquarters is just one piece of Under Armour’s larger Access to Sport commitment to break down barriers and create opportunities for millions of youth to engage in sport. Through this event and future efforts, the brand has committed to increasing equity in sport by providing more youth athletes with game-changing product solutions. This event kicks off a multi-year initiative designed to help 1,200 young female athletes during its first year.
Diversity, equity, and inclusion are foundational to every industry. Yet these terms are almost exclusively used in corporate offices and boardrooms. While private businesses appoint board members with diverse backgrounds and create action plans, the sports world is being left in the dust.
Coaches are elemental to the success of their team and the motivation of their players. But unfortunately the playing field is far from level. Minority football players and even the fans at home don’t see themselves represented on the sidelines. That needs to change.
Most of the greatest successes in life and in sports are brought on by a profound change. And these big changes don’t come easily—a willingness to adapt takes bravery and determination. Finding comfort in the unknown allows us to live out our true potential instead of cowering from the next big move. Joel Embiid has allowed change to propel him forward and never let comparisons slow him down. Through the new Athlete No One Saw Coming campaign, Under Armour wants youth athletes to do the same and keep moving as they forge their own paths to greatness.
A segment on a sports show. A whisper on the sideline. A post on a social media feed. Athletes experience comparisons everywhere concerning just about anything—their form, their record, their presence on the team. Which All-Star do they most resemble? How does their technique stack up to the Greats? Will they be the GOAT or a bust? Comparisons are no longer used for context, they’re now confused with competition. Combating this long-standing and increasingly toxic trend, Under Armour has created a rallying cry to fuel self-confidence in youth athletes by empowering them to Be The Athlete No One Saw Coming in their latest campaign. Focused on encouraging young athletes to look beyond the comparisons and focus on their biggest competition - the athlete in the mirror - the campaign marks another important milestone in Under Armour’s ongoing mission to make athletes better.
Curry Brand, powered by Under Armour, is taking on its ninth court refurbishment at the Ada Jenkins Center in Davidson, North Carolina, as part of the brand’s mission to impact 100,000 youth and renovate 20 safe places to play by 2025. The project kicked off at a special time for Stephen, as he returned to his alma mater to be inducted into the Davidson College Hall of Fame and receive his diploma. The court will be refurbished in partnership with Stephen and Ayesha’s Eat. Learn. Play. Foundation and The Summit Foundation, both of which share Curry Brand’s mission of ensuring all kids have access to safe places to play.
Today, more than 70 kids received the surprise of their lives when four-time NBA Champion Stephen Curry and entertainment icon Snoop Dogg unveiled a newly refurbished basketball court at the Boys & Girls Clubs of Long Beach facility in Martin Luther King, Jr. Park. While the court had spent years in need of repair, it shined during today’s unveiling as kids took to the hardwood for the first time in more than a month to engage in hands-on skills programming through the support of Curry Brand, powered by Under Armour, on its mission to impact 100,000 youth and renovate 20 safe places to play by 2025. Since the launch of Curry Brand in 2020, Stephen and Snoop have been ideating ways they could collaborate and combine their shared passion for providing access to youth sports. Over the past two years, they remained close as they brought their vision to life, utilizing their collective platforms to make a meaningful impact in the lives of others.
Following a two-year hiatus, Stephen Curry’s hands-on training camp returned for the top high school basketball players in the country. One of the many ways Stephen gives back to the game he loves, Curry Camp provides mentoring for elite youth basketball athletes, empowering them on their journey to compete. The four-time NBA champion personally invited 26 boys and girls from across the country to receive 1:1 coaching from the three-point king himself alongside a star-studded roster of coaches and trainers. Campers had the opportunity to show off their skills while practicing and playing with some of the sport’s best, including former Los Angeles Lakers player Kent Bazemore and recently retired Davidson College head basketball coach Bob McKillop, who also served as Stephen’s coach while at Davidson from 2006-2009.
We empower those who strive for more.
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.
Eleven Reserve Officer Training Corp (ROTC) cadets from University of Maryland (UMD), College Park and Bowie State University (BSU) completed their five-day wilderness expedition on Friday, June 10. The expedition took the participants along a stretch of the Appalachian Trail with their Outward Bound educators. The week-long challenge was the final step in the first year of the Building Bridges program that brought together over 40 cadets from the two schools, starting with a one-day program held in September 2021 at Chesapeake Bay Outward Bound School’s (CBOBS) Leakin Park campus. The program is sponsored by Under Armour, through its UA Freedom Initiative, which focuses on supporting front-line workers, like ROTC cadets. “This was an experience of a lifetime. I took so many lessons and so much about myself. I learned and recognized that it’s okay to fall sometimes. It’s about what you do after. Getting back up and not allowing your setbacks to stop you from pushing forward. I learned so much about allowing yourself to work with others, trusting them along with yourself, and the difference it all makes in the end,” shared Kayla, an ROTC cadet from Bowie State University after completing the five-day expedition with their crew.
Aliyah Boston is one of the country's most talented and recognizable basketball players. She has come a long way from her makeshift driveway basketball court in St. Thomas, but that doesn’t mean she’s left the islands in her past. Earlier this month, Aliyah crossed yet another milestone off her list by hosting her first UA Next Basketball camp in her hometown in the Virgin Islands. Created to educate, empower and encourage athletes of all ages, backgrounds, skill and socioeconomic levels—especially youth athletes—to get out and get moving, Under Armour’s UA Next platform launched in 2021 and has since expanded to cover several team sports categories.
In 2021 the relationship between brands and student-athletes changed forever with the move to allow students to profit off of their name, image, and likeness (or NIL), in addition to making money from signing autographs, starting their own businesses, teaching camps or lessons, starring in advertising campaigns and posting sponsored social media content. Before this landmark decision, critics claimed for decades that compensating student-athletes would make it harder for them to focus on competition and schooling. Instead, athletes have found the new rules are not only lucrative but liberating. Now, on the first anniversary of this significant shift, Under Armour reflects on its successful roster of purpose-first, NIL partnerships and outlines its future goals for this new frontier of collegiate sports marketing.
Trust builds great athletes, and trust runs deep at Under Armour. From trusting yourself to go the extra mile to trusting your teammates to step in when you need support, trust unites us and helps us Strive for More. Newsweek has recognized Under Armour in their inaugural Most Trustworthy Companies 2022 list. In partnership with Statista, a German company specializing in marketing and consumer data, Newsweek ranked Under Armour #2 out of 16 total companies for the Textile, Clothing, & Luxury Goods category. “Each and every teammate at Under Armour plays a role in bringing our purpose to life,” said Under Armour CEO Patrik Frisk. “Being recognized as one of America’s Most Trustworthy Companies speaks volumes to the passion and integrity our teammates bring forward in everything they do in both their professional and personal lives.” With help from a survey of 50,000 U.S. residents, companies were evaluated across different elements related to customer, investor, and employee trust. Survey respondents answered questions about how companies engaged customers and treated their employees. Publicly traded U.S. corporations with $500 million or more in annual revenues made the list. Newsweek reviewed companies aligning to 22 industries, ranging from Banks, Energy & Utilities, Health Care & Life Sciences, and more. Insights from the 2022 Edelman Trust Barometer showed how employee trust is the number one driver of trust. More specifically, many employees expect their employer to engage on societal issues and provide quality information. Under Armour’s ongoing and tangible actions to address issues like economic equality and community policing relationships are felt across the business. As Under Armour continues to put its purpose at the forefront of all activities, the business will continue to make decisions grounded in doing what is right for their consumers instead of solely responding to the market and reacting to competitors. Under Armour is committed to empowering those who strive for more, and the company’s values – Act Sustainably, Celebrate the Wins, Stand for Equality, Love Athletes and Fight on Together – serve as both a checklist for each of our programs and the qualities expected of every teammate.
“I started playing football because my brother’s coach thought I’d be good at it," said Gordon. "I stayed in football because I want girls to know they can have a future in the sport. Under Armour and I are ready to make a difference. This is going to be a game-changer for women in football, and I feel inspired and ready for what’s next.”
Under Armour is committed to breaking down barriers all over the world that keep young people from accessing sports and sports education. That’s why we set out to “Change the Game for Good,” an ongoing initiative from Curry Brand aimed at creating opportunity, access, and equality for youth sports in neighborhoods around the world. In service of this mission, Curry Brand has proudly forged a partnership with Charity Bounce — an Australian organization that uses sports, the arts, and education to uplift disadvantaged communities, with a particular focus on Aboriginal or Torres Strait Islanders and culturally diverse communities, including newly arrived refugees. Using the power of sport, Charity Bounce inspires change, builds resiliency, and creates positive job opportunities for young people at risk. As part of this partnership, Curry Brand has committed to rejuvenating youth facilities in Arncliffe New South Wales, Australia that are used for Charity Bounce programs — making it the first official Curry Brand basketball court outside of the United States. “We are thrilled to partner with a purpose-led performance brand,” said Charity Bounce CEO Ian Heininger. “The new court will provide inspiration for the young athletes across our programs to look beyond themselves and use the game for good. This initiative will not only encourage them to be their best, but our ambition is also that it will create a lasting impact on their sense of worth and increase their expectation of what is possible in life. Stephen Curry has one of the most inspiring stories of resilience, and we know this partnership will be a critical piece in empowering every young person that now steps on the court.”
At Under Armour, we have spent years building our focus on diversity and inclusion. As the Chief People and Administrative Officer, my primary goal has been to transform our culture including the way we think about our work, the way we engage in that work together and to build purpose into all that we do. That means turning our values into action, not just words. Last month, Under Armour announced a new, long-term commitment to create opportunities for millions of youth to engage in sports by 2030. Today, we’re taking another step, by expanding our partnership as the Official Outfitter of our hometown squad, Morgan State University in Baltimore, one of the nation’s premier historically Black colleges and universities (HBCUs). It’s not just a working agreement, but a template for how we want to elevate our work with HBCUs across the country in the years ahead to better engage with students to create a pipeline of top talent.
The Under Armour family stands with all of the Historically Black Colleges and Universities (HBCU) students, faculty, and administrators who have been threatened with violence. One of our core values is ‘Stand for Equality’ and we condemn any attempts or threats of violence against any group. This type of targeted act reminds us that we must continue in our steadfast commitment to equality and our community. We send our thoughts, prayers, and well wishes to everyone impacted, including our partners at Morgan State University, Jackson State University, and Howard University as they navigate through this challenging time.
At Under Armour, we know sport is so much more than a game. It inspires collaboration and teamwork, increases confidence, reduces stress and improves mental health. But around the world today, millions of young people are facing barriers that are negatively impacting their journey to compete – from a lack of funding, time or transportation, to social and mental hurdles that make children feel they don’t belong on a team. In the United States, participation in sports has rebounded since the start of the pandemic, but many organized outlets have not yet come back. One study found that as a result, 3 in 10 kids who played organized sports before the pandemic have lost interest in doing so. Outside the United States, many lack access to public resources that could get them competing. And in every region and demographic group, children from lower-income families spend less time playing sports. Under Armour believes everyone deserves the right to engage in sport. That’s why we are making a new, long-term commitment of our resources, focus and energy to help break down barriers that limit access to sport across the globe.
Not every kid who enjoys basketball gets the chance to grow up learning and enjoying the game. For one Baltimore teenager, honing his talents required him to move away from home, and in the process, build new bonds and a brighter future. Karim Harris, 17, didn’t discover basketball so much as it found him. He was a third-grader in York, Pennsylvania, one who was head and shoulders taller than his classmates, who liked to hang out in the gym after school shooting hoops. A coach saw his potential and convinced him to sign up for an after-school league, and within a season, Karim’s team had a championship title with him at center. “From there, I just fell in love with the game,” says Karim. “I knew I wasn’t that great, but I played a big role in that team to just work hard, rebound, do whatever my coaches needed me to do.”
Growing up in Birmingham, England, Layla Banaras, 15, found herself at a crossroads of cultures. Her British mother and Pakistani father encouraged her to embrace each of her cultural influences, including her Muslim faith. But balancing the traditions of her culture with her interest in soccer became a challenge at an early age. “I would go to my brothers’ games and keep getting closer and closer to the pitch, and eventually the coach asked me to join in,” said Layla. Her enthusiasm for soccer grew, and at age eight, Layla joined the youth team league for girls run by the Birmingham City Football Club. That step was a new one for girls her age, as most youth soccer programs in Britain had historically focused on developing boys. Her parents faced the challenges shared by many – like how to balance practice time and find transportation. “When we started, there weren’t that many grassroots girls’ teams in our area,” Layla said. “We had to drive half an hour to play.”
Competing on a football field has been Charlotte Kirby’s dream since shortly after she could first pick up a ball. Showing that she belongs on the field with any player her age has served as her motivation ever since. The Gloucester, Virginia, teenager has been interested in football since she was two, playing with her dad and showing signs even at this young age that lesser-contact sports like soccer weren’t for her. She joined her first flag football team when she was only five years old, and a few years later, sought out a full-contact youth team. Upon joining, Charlotte noticed that while she wanted to play as much as any of the other kids, her ambition received a different reaction from coaches. “I heard a lot about the stereotypical girl’s first season, that we’ll say we have fun, then we’ll quit,” Charlotte, now 13, said. “They said I’d end up a kicker, but I’m not a kicker. I like to hit.”
On International Human Rights Day, Under Armour has announced its support of two major international human rights initiatives - the Women’s Empowerment Principles and Better Work. As part of its diversity, equity and inclusion strategy, Under Armour is committed to elevating women leaders and athletes both within and outside of the company walls. UA has signed the United Nation’s Women’s Empowerment Principles to support their goals of promoting gender equality in the workplace, supply chain and the community. Fostering better working conditions in garment factories within the supply chain is a crucial element of Under Armour’s sustainability strategy. This is why Under Armour has joined Better Work, a unique partnership program of the UN’s International Labour Organization and the World Bank Group’s, International Finance Corporation. Better Work brings together governments, factory owners, unions, workers and brands like UA to improve working conditions and supply chain resilience in the industry. “The partnership between Under Armour and Better Work marks a milestone for our program and reflects our commitment to putting people first,” said Colin Browne, Chief Operating Officer at Under Armour. “Our purpose is to empower those who strive for more and we seek to live this every day by striving to advance ethical practices in our supply chain.” Tchernavia Rocker, Chief People and Administrative Officer at Under Armour said, “Stand for Equality is a core value at Under Armour and we are proud to support these two initiatives which aim to improve human rights for two groups for UA, women and workers in our industry. We will continue to advance better working conditions for factory workers and empower women. Our partnerships with Better Work and Women’s Empowerment Principles are an exciting step on our journey.”
This is a love letter. To a city that redefines resiliency. To the beauty and strength of the Black community that has so much to offer. To the connection and possibilities that sports bring.
Coronavirus may have shut down competition for young athletes, but Under Armour wants to ensure they can still play. That’s why this fall, the company is continuing to invest in young athletes and providing them with a performance mask – a training necessity in today’s pandemic environment that often runs a higher price than generic masks currently in the market and may be unattainable for many young athletes. The company announced that, in partnership with pro athletes, it will donate more than 35,000 UA SPORTSMASKs to young athletes dealing with the effects of the pandemic in cities like Oakland, Nashville, Baltimore and others around the world. The UA SPORTSMASK, which launched earlier this summer, is the first to be designed for athletes to train in with innovative technology to keep them cool and comfortable while being active.
As the Human Performance Company, Under Armour is delivering on its mission to make all athletes better through a new retail store experience. The UA Brand House City Concept delivers an elevated store design, experiential touchpoints and product and service offerings that provide athletes with new ways to interact with the brand unique to the in-store experience. More than 18 months in the making, Under Armour put the concept to the test, listening and leveraging insights from its Focused Performer consumer to inform the retail expression.
For 24 years, Under Armour has pushed the limits of the world of sports performance with product innovations developed to make all athletes better. Last week, the brand began putting that experience to work helping health care systems defend against the coronavirus pandemic. To support the University of Maryland Medical System’s (UMMS) 28,000 health care providers and staff, Under Armour has begun to manufacture and assemble face masks, face shields and specially equipped fanny packs, and is also exploring fabricating hospital gowns for the statewide medical system. The brand will also begin providing face masks to LifeBridge, a regional health care organization based in Baltimore. Additionally, Under Armour is currently discussing the needs for supplies with Johns Hopkins Medicine, MedStar and other local medical institutions. "When the call came in from our local medical providers for more masks, gowns and supply kits, we just went straight to work," said Randy Harward, SVP of Advanced Material and Manufacturing Innovation at Under Armour. “More than 50 Under Armour teammates from materials scientists to footwear and apparel designers from laboratories in Baltimore and Portland quickly came together in search of solutions.”
The true scrimmage line is off the field for many Baltimore City student-athletes. Too often, it’s a game of high stakes and low expectations. On the other side of doubt, there’s a team working hard to change negative perceptions around Baltimore City schools. Project Rampart, which began in 2017, is UA’s commitment to elevating the Baltimore student-athlete experience. “When we invest in apparel, equipment and facilities, provide professional development for coaches, and support student academic and leadership experiences, we empower student-athletes to reach their full potential,” says Stacey Ulrich, Under Armour's Senior Director of Global Philanthropy and Community Outreach.
The story of Under Armour’s start-up success is a well-known representation of the American Dream of entrepreneurship – a dream that is alive and well in today’s youth. In fact, a survey of 500 teens conducted by Junior Achievement (JA) and ORC International found that 87 percent of high school students want to start a business someday. With guidance from UA teammates, some innovative students are getting the chance to do just that. Twelve Baltimore City high school students are the brains behind Creators 4 Change, a non-profit developed as part of Junior Achievement of Central Maryland’s JA Company Program, a 15-week entrepreneurship experience that gives students a chance to start and run their own businesses backed by real investors and revenue. The group meets weekly on Under Armour’s campus to discuss business strategies with UA teammates, who serve as volunteer mentors.
Study after study has shown that the physical environment of a school has a significant impact on the quality of a student’s education. In Baltimore City, due to a multitude of circumstances, there are many schools that are in need of updated facilities but lack in resources and funding. Seeing this need, Under Armour has partnered with the Heart of America Foundation to identify schools to transform and renovate. Now in its third year, Under Armour and the Heart of America Foundation completed its annual Week of WILL – a week of volunteerism and giving back to the city, all rooted in the brand’s ongoing commitment to the Baltimore community.
The transformative nature of sport, beyond the wins and the losses, can often be overlooked and underappreciated. With that in mind, in 2016 Under Armour pulled together a team to understand the needs of Baltimore City Public Schools (BCPS) students in the company’s backyard, with the goal of enriching the lives of every student-athlete throughout the school district. As a result the Baltimore Student Athlete Coalition was formed by Under Armour, the Baltimore Ravens, the InSideOut Initiative and the Fund for Educational Excellence to use the power of sports to transform the lives of student athletes throughout BCPS while promoting more equitable access to enriching activities, particularly sports. This fall, the power of that partnership takes shape for the second straight school year as students, teachers and coaches begin the 2018/19 school year. “Successful schools provide opportunities for students to explore their interests, with enriching activities both in and out of the classroom. They also create positive cultures where students have the confidence to explore those opportunities,” said Dr. Sonja Brookins Santelises, BCPS chief executive officer. In 2017, BCPS launched a blueprint (www.baltimorecityschools.org/blueprint) that lays out how the district will build a generation of young people with the skills, knowledge, and understanding to succeed in college, careers, and community. Addressing the holistic needs of the student, including physical activity, was a critical component. Professional development for athletic directors and coaches that began in the summer of 2017, being led by the InSideOut Initiative, is being put into action as student-athletes return to school and on fields of play this fall. The program promotes sports as a human growth experience and aims to create an environment where sports are education-based, ultimately becoming co-curricular rather than extra-curricular.
Under Armour believes that the power of sport can unite, inspire, and change the world.
We envision a world in which all youth have access and opportunity to play sport.