Under Armour is about energy and passion. It’s about an obsession with being better, stronger, and more powerful. We believe in invention and innovation and constantly offering newness. You can always expect the next great thing from Under Armour.
Our personality is hard and edgy. We’re the alternative-irreverent underdog. We challenge the status quo. We stand for athletic performance. That’s our core. We must maintain that authenticity. We are the Brand for this generation of athletes and the next.