Under Armour Mission and Vision Statement
Jun
Under Armour mission statement is to “make athletes better through passion, design, and the relentless pursuit of innovation.” Its vision statement is to “empower athletes everywhere.” Under Armour Mission and Vision Statement reflect the company’s commitment to pushing athletic performance forward through technology-driven apparel and gear.
They have shaped Under Armour’s evolution from a startup selling moisture-wicking shirts to a global leader in sportswear, influencing product development, marketing strategies, and athlete partnerships. Together, the mission and vision establish a clear direction, driving Under Armour’s efforts to enhance athletic performance while expanding its global reach.
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Under Armour Mission Statement
Under Armour’s mission statement is to “make athletes better through passion, design, and the relentless pursuit of innovation.” This statement underscores the brand’s dedication to enhancing athletic performance by merging technology, creativity, and commitment. It drives Under Armour’s product development, marketing approach, and partnerships with professional athletes, sports teams, and fitness communities worldwide with its customer relationship.
Passion
Passion fuels Under Armour’s identity as more than a sportswear company—it positions itself as a partner in athletic success. The company channels this passion into motivating athletes, from amateurs to professionals, through inspiring campaigns and by providing gear that supports peak performance.
Design
Under Armour integrates advanced design techniques to create apparel and equipment that optimize athletic output, reinforcing the company’s value proposition.
Key innovations include compression wear for muscle support and ColdGear® for temperature regulation. Their designs balance performance with contemporary style, appealing to both athletes and everyday consumers.
Relentless Pursuit of Innovation
Innovation is foundational to Under Armour’s growth. The company pioneered moisture-wicking technology, shifting industry standards. Today, it continues this legacy through smart footwear, connected fitness apps like MapMyRun, and sustainable material initiatives, ensuring products evolve with technological advancements and consumer expectations.
Under Armour Vision Statement
Under Armour’s vision statement is to “empower athletes everywhere.” This concise yet powerful statement reflects the company’s goal to support athletes of all levels, from professionals to casual fitness enthusiasts. It embodies their aspiration to be a global leader in sportswear and performance solutions, driving empowerment through innovation, accessibility, and community engagement.
Empower
Empowerment means equipping athletes with the tools they need to excel. Under Armour achieves this through performance-enhancing products, expert resources, and motivational initiatives that inspire individuals to push their limits and achieve personal goals.
Athletes
Under Armour defines “athletes” broadly, including anyone engaged in physical activity. This inclusive approach shapes their product lines, ensuring they cater to diverse needs, from professional sports uniforms to casual fitness wear for everyday users.
Everywhere
“Everywhere” emphasizes Under Armour’s global ambitions. The company continues to expand internationally, making its products and brand accessible across continents through an effective distribution channels.
Strategic partnerships, online platforms, and retail expansions help ensure that athletes worldwide can experience Under Armour’s performance innovations.
Core Values of Under Armour
Under Armour’s core values are foundational to its brand identity and operations, shaping how the company interacts with customers, employees, and communities. These values—Love Athletes, Stand for Equality, Fight on Together, Create Fearlessly, Always Connect, and Stay True—support its mission to make athletes better and its vision to empower athletes everywhere.
Love Athletes
Under Armour is deeply committed to serving athletes, not just by selling products but by understanding and addressing their evolving needs. This value ensures that innovation and design decisions always prioritize athletic performance, comfort, and well-being, as seen in their athlete-tested technologies and performance gear.
Stand for Equality
The company actively promotes diversity, equity, and inclusion both internally and externally. Under Armour invests in programs that advance underrepresented athletes and advocates for social justice initiatives. Its leadership has made public commitments to fostering a workplace and marketplace where everyone feels valued and respected.
Fight on Together
This value reflects Under Armour’s belief in resilience and teamwork. Whether collaborating internally across departments or partnering with athletes and organizations, the company emphasizes collective progress. This spirit has helped Under Armour overcome industry challenges and continue to innovate despite market fluctuations.
Create Fearlessly
Under Armour pushes boundaries through fearless innovation. From launching HeatGear® and ColdGear® technologies to investing in connected fitness platforms, the company continuously experiments with new materials and designs to stay ahead of athletic and fashion trends.
Always Connect
Building lasting relationships with customers, athletes, and communities is central to Under Armour’s approach. The company actively engages through social media, sponsorships, and community programs, ensuring its brand remains relatable, trusted, and culturally relevant worldwide.
Stay True
Integrity and authenticity guide Under Armour’s actions. The company strives to uphold ethical business practices, transparent communication, and product reliability. This commitment to staying true reinforces trust among consumers and partners, ensuring consistency with its mission and vision.
How Under Armour Lives Its Mission and Vision
Under Armour actively embodies its mission and vision through product innovation, athlete partnerships, sustainability efforts, and community outreach. Technological advancements like UA RUSH™ and HOVR™ footwear showcase its relentless pursuit of performance-enhancing design, a hallmark of its key activities. Collaborations with athletes such as Stephen Curry and Lindsey Vonn amplify their message of empowerment, while initiatives like UA Freedom support veterans and first responders. Additionally, Under Armour’s sustainability goals, including reducing greenhouse gas emissions and promoting responsible sourcing, align with its broader mission to create impactful, innovative solutions for athletes globally. These actions illustrate how Under Armour integrates its core values into everyday business practices.
Final Thoughts
Under Armour’s mission to “make athletes better through passion, design, and the relentless pursuit of innovation” and its vision to “empower athletes everywhere” are central to its strategic direction. These statements influence every aspect of the business—from product development to marketing and corporate responsibility. Under Armour’s sustained investment in performance technology, inclusive partnerships, and community programs demonstrates its commitment to elevating athletic experiences worldwide. By consistently living its mission and vision, Under Armour not only drives brand loyalty but also shapes the broader athletic apparel industry, inspiring athletes of all abilities to perform at their highest potential.
