TO INSPIRE YOU WITH PERFORMANCE SOLUTIONS YOU NEVER KNEW YOU NEEDED AND CAN’T IMAGINE LIVING WITHOUT.
UNDER ARMOUR MAKES YOU BETTER.
1. LOVE ATHLETES
Make things that make them legendary.
Athletes are our consumers, from the best of the best to the ones just getting started. The reason we get up every morning is to make things they can’t live without. They want to go beyond the next level and we’re going to take them there.
2. STAND FOR EQUALITY
United we win.
The power of sport is fueled by every race, nationality, gender, orientation, and creed you can imagine all over the world. We’re proud advocates for equality, justice, and opportunity for all. Together we will be a force for good.
3. FIGHT ON TOGETHER
Adversity fuels victory.
We will fight for each other and the communities we represent as a team. And we’ll never quit, because we know adversity only makes us stronger, and strength leads to victory that is oh so sweet.
4. CREATE FEARLESSLY
Dare to lead. Never follow.
We’ve never been good at follow the leader. From day one, we’ve had the courage to defy convention, think boldly, and dictate the tempo. We don’t chase culture, we create it. And we’re not going to stop now. We’re just getting started.
5. ALWAYS CONNECT
Live at the center of the consumer’s life.
All day, every day. Our connection to the athletes we serve is what sets us apart. Face to face, digitally, in competition, and in training, Under Armour shows up wherever athletes live, work, and play. And we show up big
6. STAY TRUE
Completely honest. Perfectly imperfect.
The only way we know how to be is transparent. You see our triumphs and our shortcomings. That’s okay because our willingness to show our imperfections helps us learn and grow as a team.
7. THINK BEYOND
Better athletes in a better world.
Here’s the future we want to see: the best performance imaginable on the cleanest Earth possible. That’s why we’re working to create innovations that fix the problems athletes don’t even know they have in the most ethical, efficient, and sustainable ways we can. This planet is our home field. It’s the only one we’ve got…and we’re going to protect it.
8. CELEBRATE THE WINS
Take time to take pride.
We’re a brand built on what’s next. But it’s the victories – big, small, and everything in between – that bring us together as a team. We’re never afraid to celebrate our accomplishments and have a little fun. Because at Under Armour, every win is a team win.