Under Armour operates within the retail apparel and fashion industry, with its headquarters located in Baltimore, Maryland. The organization focuses on creating performance solutions designed to enhance athletic capabilities for individuals across all skill levels, from professional competitors to those just beginning their fitness journey. Its core mission centers on making athletes better by developing innovative products that address training, competition, and recovery needs.
The company's operations are guided by a set of core values that emphasize a deep commitment to athletes, celebrating collective achievements, and advocating for equality and fairness within sports. Under Armour strives to serve communities by treating sport as a unifying force and ensuring respectful, diverse interactions. Additionally, the business integrates sustainability into its processes, aiming to protect environmental resources while maintaining ethical production standards.
Internal culture at Under Armour encourages resilience and collaboration, viewing adversity as an opportunity to build strength. Employees are expected to act with integrity and support one another in overcoming challenges to advance the brand. This approach ensures that the company remains focused on delivering high-quality athletic gear while upholding principles of equity and environmental responsibility.