UW Athletics and Under Armour Extend Landmark Partnership

11.25.2025

Historic 10-Year Extension Makes the Global Performance Brand One of the Longest-Standing Partners in Badger History

10-Year Partnership Extension: Under Armour and the University of Wisconsin-Madison have renewed their partnership for another ten years. Making UA one of the longest-standing partners in Badger history.
Support for 23 Athletic Teams: UA will keep supporting all Wisconsin Division I men's and women's teams. UA will provide footwear, apparel, and accessories.
Enhanced Athlete Opportunities: The extension includes plans to help student-athletes build their skills by also working closely with UA’s design teams and gaining real-world business experience.
Unique Designs & Fan Interaction: UA will offer custom gear for big events like the Shamrock Series game at Lambeau Field. They will also expand retail options and fan activations, introducing programs and product innocvations driven by athletes.

University of Wisconsin-Madison and Under Armour announced a 10-year extension of its current partnership, reaffirming a relationship built on innovation, performance, and a shared commitment to elevating the university’s student athletes. As a part of the renewed partnership, Under Armour will continue to outfit Wisconsin’s 23 Division I men’s and women’s athletic teams with cutting-edge footwear, apparel, and accessories while introducing new athlete-driven innovation programs and fan-focused activations.

“Ten years ago, when we started this partnership, we did so with a mutual commitment to excellence, innovation and elevating Badger student-athletes.”

“Today, as we renew the relationship amid a new era of collegiate sports, it is clear that Under Armour and Wisconsin cultures are closely aligned in support of our student-athletes, as well as Badger fans everywhere. I’m thrilled to continue to call Under Armour one of our most valued partners.”

Chris McIntosh

Wisconsin Director of Athletics

university of wisconsin basketball in UA

The groundbreaking extension includes creating new possibilities for Wisconsin student-athletes. Under Armour is investing in programs, such as the university’s already robust name, image, and likeness platform, that help Badgers build their personal brands, connect with fans in meaningful ways, and explore opportunities that extend far beyond the playing field. This includes involvement with UA’s innovation and design teams, giving athletes a voice in shaping future products and access to real-world experience in the global sportswear industry.

“Wisconsin has been an incredible partner for the past decade, and this extension gives us the opportunity to take that collaboration to the next level.”

“We are excited to strengthen our commitment to the Badgers through advanced performance solutions and hands-on experiences that help student athletes excel in competition and prepare for success beyond the game.”

Sean Eggert

SVP of Global Sports Marketing at Under Armour

Wisconsin student-athletes, coaches and staff will continue to benefit from Under Armour’s most advanced performance innovations. From game day uniforms to cutting-edge training apparel and footwear, every product is designed with the same technology trusted by world-class athletes. Looking ahead, Under Armour will deliver exclusive designs for marquee moments, including custom jerseys for next year’s Shamrock Series game between Wisconsin and Notre Dame at Lambeau Field.

Badger fans can also look forward to an increase in apparel and accessories in retail, while UW student-athletes will have opportunities to have hands-on involvement in UA’s innovation and design processes, which will lead to personalized product solutions, as well as exposure to business functions in the apparel, footwear and fashion industries.

BALTIMORE, Sept. 27, 2022 – Under Armour, Inc. (NYSE: UA, UAA) today announced the release of its 2021 Sustainability & Impact Report, outlining a new sustainability framework, goals, and targets that will guide the company’s work to reduce the environmental footprint associated with its products and operations while accelerating its social and community impact. Aligned with Global Reporting Initiative (GRI) and Sustainable Accounting Standard Board (SASB) industry standards, the report outlines 23 goals and targets designed to drive company progress across three key pillars – Products, Home Field, and Team – and underscore Under Armour’s core values, including ‘Act Sustainably’ and ‘Stand for Equality.’ “As a global innovator and leader in athletic performance apparel, footwear, and accessories, we believe Under Armour has an important role to play in addressing impending challenges facing our society, industry, and planet. This belief informs our innovation methods and compels us to rethink, reinvent, and reimagine our products and how we make them in our work to support athletes and protect people and our shared planet,” said Colin Browne, Under Armour Interim President and CEO. “Mindful that lasting change will require global cooperation across communities and industries, our new report conveys our renewed commitments to continuous improvement, industrywide collaboration, and transparent communication with our stakeholders in our ongoing sustainability journey.” Under Armour’s sustainability approach, What’s Under Matters, reflects the company’s mission to make athletes better by focusing on performance-driven innovations that utilize more sustainable materials designed for recyclability and more efficient production processes in its delivery of durable, quality, high-performing products athletes know and trust. “The details underlying a company’s sustainability strategy are foundational to its longevity and ability to generate lasting impact. For this reason, Under Armour has worked diligently over the years to finalize our approach and take concerted action before releasing this report,” said Michael Levine, Under Armour VP and Chief Sustainability Officer. “We’re pleased to share our accomplishments and perspective on our future goals, and we look forward to providing updates on our progress.” A selection of report highlights within each pillar follows: Products – Through 10 goals, the company is embracing material innovations that will enable less waste and more durability, setting the stage for circular systems by 2030, including: Prioritizing recycled and renewable materials and reducing single-use plastic brand product packaging by 75% by 2025. Implementing sustainability and circular design principles in at least half of its products by 2027 and developing chemistry and processes that can enable a circular footwear program to be launched in market, at scale, by 2030. At the end of 2021, approximately 40% of fabrics used in the company’s apparel and accessories were made from materials capable of being recycled. Supporting innovation that reduces fiber shedding from textiles and targeting 75% of fabric to be made of low-shed materials, as defined by industry-leading guidance on fabric shedding that the company will work collectively to shape by 2030. Home Field – The company is working to reduce its overall environmental footprint and do its part to protect the planet through seven goals, including: Eliminating 100% of biocides and fluorine DWR in its products by 2025. Reducing absolute scope 1, 2, and 3 greenhouse gas emissions by 30% and increasing renewable energy in owned and operated facilities to 100% by 2030. Advancing low-impact manufacturing, reducing the environmental impact of its materials, and targeting net-zero emissions by 2050. Team – The company is supporting its people and communities through six goals that build upon longstanding efforts, including: Continuing to invest in teammates' health, safety, and well-being – including through initiatives to advance diversity, equity, and inclusion and develop underrepresented talent at all levels. Protecting workers' human rights and well-being in its supply chain through comprehensive programs and audits. Working to create opportunities for millions of youth to engage in sports by 2030. To download the 2021 Sustainability & Impact Report and for further information on Under Armour’s sustainability program, visit this link. About Under Armour Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit http://about.underarmour.com. Forward-Looking Statements Some of the statements contained in this press release constitute forward-looking statements. Forward-looking statements relate to expectations, beliefs, projections, estimates, future plans and strategies, anticipated events or trends, and similar expressions concerning matters that are not historical facts, such as statements regarding our goals, targets, commitments, future planned initiatives and the timing and effectiveness of any of the foregoing, including those relating to the environment, human capital matters, social and labor issues, and community impact; the development and introduction of new products, technologies and ways of working; our assumptions and the implementation of our sustainability strategies; the future impacts of our investments and initiatives; and the standards and expectations of third parties. In many cases, you can identify forward-looking statements by terms such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “believes,” “estimates,” “predicts,” “outlook,” “potential,” or the negative of these terms or other comparable terminology. The forward-looking statements contained in this press release reflect our current views about future events and are subject to risks, uncertainties, assumptions and changes in circumstances that may cause events or our actual activities or results to differ significantly from those expressed in any forward-looking statement. Although we believe that the expectations reflected in the forward-looking statements are reasonable, we cannot guarantee future events, results, actions, activity levels, performance or achievements. Readers are cautioned not to place undue reliance on these forward-looking statements. A number of important factors could cause actual results to differ materially from those indicated by the forward-looking statements, including our assumptions not being realized, scientific or technological developments, evolving sustainability strategies, evolving government regulations, and the risks and uncertainties set forth in the “Risk Factors” section of our most recent Annual Report on Form 10-K and subsequent Quarterly Reports on Form 10-Q filed with the U.S. Securities and Exchange Commission. The forward-looking statements contained in this press release reflect our views and assumptions only as of the date of this press release. We undertake no obligation to update any forward-looking statement to reflect events or circumstances after the statement's date or to reflect unanticipated events.

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UW Athletics and Under Armour Extend Landmark Partnership

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