Value proposition

Under Armour Makes You Better.

Under Armour is obsessed with being better, stronger, and more focused than anyone else out there.

Our mission: to make athletes better.

Our vision: to inspire you with performance solutions you never knew you needed and can’t imagine living without.

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.

LOVE ATHLETES

We believe in waking up every morning to make athletes legendary. From the best of the best to the ones just getting started, we put the athlete 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.

ACT SUSTAINABLY

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.



Performance, Brand, Innovation, Apparel, Footwear, Digital Fitness, and Technology