What are Mission Vision & Core Values of Under Armour Company?

The Under Armour mission statement places the athlete at the heart of its operations. This customer-centric approach is fundamental to understanding the brand's strategic goals and commitment to excellence. This focus is evident in every product and initiative.

Under Armour's product offerings primarily include performance apparel, footwear, and accessories. Its market scope is global, targeting athletes of all levels, from amateur enthusiasts to professional competitors. This broad reach is key to expanding its brand purpose.

Innovation is a cornerstone of the Under Armour mission. The company consistently invests in research and development to create cutting-edge technologies. For instance, the UA HOVR™ cushioning system demonstrates this commitment, enhancing athletic performance. This commitment is also reflected in their Revenue Streams & Business Model of Under Armour.

Under Armour collaborates with a diverse range of athletes and teams. These partnerships provide valuable insights that inform the design process and ensure products meet the needs of athletes. This collaborative approach strengthens the Under Armour brand purpose.

The product development cycle at Under Armour typically spans 12 to 18 months. This extended timeframe allows for thorough research, design, and testing to ensure products are performance-enhancing. This long-term view reflects the company's commitment to its Under Armour strategic goals.

The mission statement is strongly customer-centric, with a clear focus on empowering athletes. This customer-first approach is evident in all aspects of the business, from product design to marketing strategies. This approach is a core aspect of the UA company values.

The core of Under Armour's vision lies in anticipating and fulfilling unmet needs in athletic performance. This means constantly researching, developing, and launching products that athletes haven't even imagined yet. This focus on innovation is crucial for the company's long-term success.

The vision statement's inclusive language, "you," suggests a global scope, aiming to inspire athletes of all levels and backgrounds worldwide. This broad ambition reflects Under Armour's desire to become a leading global athletic brand, competing with established giants like Nike and Adidas.

Under Armour's vision implies a commitment to disrupting the status quo in the athletic wear industry. By introducing novel performance solutions, the company aims to challenge existing norms and set new standards for athletic gear. This includes leveraging cutting-edge technologies and materials.

The focus on "you" underscores a customer-centric approach. Under Armour aims to understand athletes' needs deeply and provide solutions that enhance their performance and experience. This customer-centricity is a key driver of innovation.

While aspirational, the vision is also tied to measurable outcomes. Under Armour's success will be reflected in increased market share, customer loyalty, and the adoption of its innovative products. This is reflected in the company's financial performance, with revenue reaching $5.9 billion in 2023.

The vision statement aligns with Under Armour's strategic goals, which include expanding its product offerings, growing its direct-to-consumer channels, and increasing its international presence. These goals support the vision of becoming a leading provider of innovative performance solutions.

A prime example of the Under Armour mission in action is its commitment to innovation. In 2024, UA invested $278.4 million in R&D, demonstrating a strong focus on developing cutting-edge products. This investment is crucial for maintaining a competitive edge and fulfilling its mission to make athletes better.

The Under Armour brand purpose is reflected in its marketing strategy, which emphasizes an "underdog" narrative, showcasing resilience and determination. This approach resonates with athletes and consumers alike, reinforcing the UA company values of "Fight On Together." This emphasis on grit and perseverance helps define the company's identity.

UA's strategic goals include strengthening its brand presence in the Americas through disciplined marketplace management and focusing on team sports. These initiatives are directly driven by the Under Armour mission to make all athletes better, ensuring a targeted approach to market expansion and brand growth. This is part of their long-term vision.

While recent financial results showed a decline in revenue in fiscal 2024 and the first half of fiscal 2025, the company is actively implementing restructuring plans. The goal is to improve profitability in fiscal 2025 and beyond. The alignment of Under Armour's mission vision and values statement with its strategic plan aims to drive sustainable, profitable growth in the long term.

CEO Kevin Plank has emphasized the importance of a clear agenda and consistent execution to realize Under Armour's full potential. This focus on disciplined execution is critical to achieving Under Armour's long-term vision and staying true to its core values. This ensures that the Under Armour core values and culture are upheld.

Understanding the evolution of Under Armour's mission and vision is crucial. For a deeper dive into the company's origins and its journey, consider reading the Brief History of Under Armour. This provides valuable context for how the company’s values have shaped its strategic direction over time.

Leadership plays a critical role in reinforcing the Under Armour mission and Under Armour vision. Kevin Plank's return as CEO in April 2024 has brought a renewed focus on the brand's core identity and strategic goals. Plank has emphasized the need for a unified agenda and improved alignment across the organization, which is essential for achieving the Under Armour strategic goals.

The Under Armour mission, Under Armour vision, and UA company values are communicated to stakeholders through various channels. These include investor meetings, press releases, and the company's website. This transparent communication helps build trust and ensure that all stakeholders understand and support the company's direction. The company's commitment to its Under Armour brand purpose is also evident in its public statements.

Under Armour aims for alignment between its stated values and actual business practices. This is demonstrated through participation in sustainability initiatives and a focus on ethical practices. While specific formal programs or systems for ensuring alignment are not extensively detailed, the restructuring plan and focus on operational efficiencies can be seen as efforts to better align practices with strategic goals. For a more in-depth look at how Under Armour approaches growth, consider reading about the Growth Strategy of Under Armour.

While specific metrics for directly measuring implementation are not readily available, Under Armour's financial performance and market share provide insights into the effectiveness of its strategies. The company's focus on operational efficiency, as highlighted by its restructuring efforts, indicates an ongoing commitment to aligning practices with its Under Armour core values. Key performance indicators (KPIs) related to product innovation, brand perception, and customer satisfaction likely serve as indirect measures of how well the mission and vision are being implemented.