Under Armour About UA


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

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  • 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

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  • 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

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  • 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.


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  • 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

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  • 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.

Find out more about UA