About Under Armour (2024)

FAQs

What is the slogan of the Under Armour? ›

Under Armour Makes You Better.

About Under Armour Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories.

Under Armour was founded with a mission: to make all athletes better through passion, design, and the relentless pursuit of innovation.

Newsweek has recognized Under Armour in their inaugural Most Trustworthy Companies 2022 list. In partnership with Statista, a German company specializing in marketing and consumer data, Newsweek ranked Under Armour #2 out of 16 total companies for the Textile, Clothing, & Luxury Goods category.

At Under Armour, 'Stand for Equality' has always been a core value, meaning we stand with underrepresented groups, such as the LGBTQIA+ community, year-round and remain committed to creating better representation in sport, around the world, and in our own community.

Under Armor's USP is "Performance solutions you never knew you needed and can't imagine living without." Under Armor is a retailer that specializes in sports apparel, footwear, and accessories.

At its core, Under Armour is an athlete-first brand, creating state-of-the-art products engineered to make competitors better.

Armour & Company was an American company and was one of the five leading firms in the meat packing industry. It was founded in Chicago, in 1867, by the Armour brothers led by Philip Danforth Armour.

Age: Under Armour's primary target audience falls within the 18-35 age range, although the brand also caters to younger and older consumers who share its values. Gender: Both men and women are part of Under Armour's target audience, with a focus on those who participate in sports and fitness activities.

Under Armour is committed to empowering those who strive for more, and the company's values – Act Sustainably, Celebrate the Wins, Stand for Equality, Love Athletes and Fight on Together – serve as both a checklist for each of our programs and the qualities expected of every teammate.

What's the point of under armor? ›

Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better.

Under Armour competitors include Callaway Golf, lululemon, Nike, adidas and Fruit of the Loom. Under Armour ranks 4th in Product Quality Score on Comparably vs its competitors.

How popular is Under Armour in the United States? In total, 41 percent of U.S. sports and outdoor online shop users say they like Under Armour.

SUMMARY. Under Armour Inc. (Under Armour), the fourth-largest sportswear brand in the world,1 ranks 18th out of 37 companies, disclosing more information on its forced labor policies and practices than its peers.

Under Armour has launched "2024 Brand Campaign: My Everything From Under." The SS24 collection, released alongside the campaign video, showcases Under Armour's new sports style.

In the following image you can see one of the Under Armor motto, “Protect this house.”

In 2023, Under Armour wanted to redefine the slogan for a new, younger generation. So, the phrase “this house” became a metaphor for everything a young athlete and their teammates protect: themselves, each other, their families, their friends and where they come from.