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Defines Us, Unites Us

Our values are an expression of who we are and how we work to make you better.


We Live Our Values.

Our values are the red thread that connects everything and everyone at Under Armour – from our brand to our athletes. It’s the how behind the what, and guides everything we do, every day.

Our Values.

At the center of everything we do are our values. Our achievements need a guide, and these beliefs define what we do, how we do it, and why.

Under Armour Values

We Will Create Fearlessly


  • 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 out new information to develop lasting solutions.
  • We protect our planet for all who now play, and all who will play, on our only home field.
We Will Celebrate 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.
We Will 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 Will Love Athletes


  • 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.
We Will 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 from our mistakes.
  • We approach challenges with positive intent and never quit.
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Giving Back

We roll up our sleeves, get to work, and give back to our communities, ensuring everyone moves forward in a better way.

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Our Story

Learn about the moments, achievements, and people that have moved us forward and made us who we are.

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Our Leadership

Our leaders are doers and innovators, always working to be the best and bring out the best in themselves and everyone on our team.

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Global Philanthropy

We imagine – and are working toward – a world where everyone has everything they need to maximize their potential. United we win.

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