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.
- 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
- 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.
- 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.