Under Armour
Public sportswear brand selling apparel, footwear and accessories globally.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Under Armour, Inc.
- Entity type
- COMPANY
- Founded
- 1996
- Company size
- >5,000
- Market role
- Advertiser / Brand
- Ticker
- UAA
- Official website
- underarmour.com
What Under Armour does
Under Armour operates as a branded consumer goods company with a hybrid retail model anchored in direct-to-consumer e-commerce and supported by broader retail distribution. It creates value through product design, brand marketing, merchandising and digital commerce, then captures revenue through product sales. Supporting digital layers such as loyalty and affiliate marketing are designed to improve retention, conversion and customer acquisition efficiency rather than to function as standalone enterprise software businesses.
Category differentiation
Under Armour is a consumer sportswear brand, not a standalone martech, adtech or SaaS vendor. Its loyalty and affiliate tools support its retail business rather than constituting its primary market identity.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Under Armour is a public sportswear brand that designs and sells athletic apparel, footwear and accessories, primarily through direct-to-consumer digital commerce and broader retail distribution. Its digital estate supports customer acquisition and retention through a loyalty programme and an affiliate programme tied directly to purchases on its e-commerce site. The company makes money mainly by selling branded consumer products rather than licensing software. While it previously expanded into connected fitness through acquisitions such as MapMyFitness, MyFitnessPal and Endomondo, the provided data indicates a later refocus on commerce-led revenue and partner-driven marketing rather than subscription software. Its direct customers are consumers buying sportswear, while some business-facing programmes serve affiliates and publishers as acquisition partners rather than core software buyers.
Company news briefing
Briefing updated:
Under Armour published its 2026 Annual Report alongside Q1 fiscal 2027 results, reporting a 3% year-on-year revenue decline to $1.1 billion and lowering its full-year outlook due to weaker demand in North America and Asia-Pacific. Gross margins improved to 54.1% as the company pursued cost discipline and restructuring programmes totalling an expected $305 million by December 2026. Continuing its marketing portfolio reset and the conclusion of its decade-long Project Rock partnership, Under Armour is prioritising social-first digital campaigns such as 'Rest Less' and expanding regional retail collaborations including Central Retail Vietnam's loyalty programme.
Business model & monetisation
The core monetisation model is product revenue from direct-to-consumer and retail sales of branded sportswear, footwear and accessories. Digital monetisation supports that core through loyalty incentives that increase repeat purchasing and through affiliate marketing, where Under Armour pays commissions only on completed referred sales. Based on the provided materials, software subscription revenue is not a current core monetisation pillar.
- Direct-to-consumer product sales
- Retail Margin
- Wholesale and broader retail product sales
- Retail Margin
- Affiliate-driven commerce conversions
- Percentage Take-Rate
- Historical connected fitness subscriptions
- Content Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Under Armour ends Project Rock partnership
Brand partnerships / Ambassadorships · Recorded impact score: 2/5
Under Armour has ended its decade-long partnership with Dwayne “The Rock” Johnson’s training brand Project Rock, calling the relationship a “natural conclusion.” Project Rock, founded in 2017, will continue to be sold through October as it pursues independent product, storytelling and experience initiatives. The move follows Under Armour’s recent split with Steph Curry and comes amid a broader marketing reset in which the company is rebalancing marketing spend and shifting to new ambassadorships such as François Arnaud and K-pop group BoyNextDoor.
- Under Armour ended its partnership with Dwayne “The Rock” Johnson’s Project Rock after roughly a decade.
- Project Rock was founded in 2017 and developed footwear, apparel and accessories through its relationship with Under Armour.
Under Armour's 'Rest Less' Social-First Campaign
Creative & Production Services · Recorded impact score: 2/5
Mox London developed Under Armour’s 'Rest Less' creative platform after winning the account in a competitive 2025 pitch. The campaign builds a fictional luxury property, Hotel Armouré, around three contracted footballers — Ollie Watkins, Fermín López and Ferran Torres — and positions high-production films as social-first episodes that later ran on TV and in cinemas. Mox integrated hand-picked creators into the storytelling, used an AI-created teaser, and emphasized native social pacing and formats. The campaign was directed by Mackenzie Sheppard, features actor Nick Mohammed as hotel manager Fergus, and involved in-camera branding and detailed production craft. Under Armour framed 'Rest Less' as an off-season extension of its 'Be the Problem' platform and intends to continue investing in sports-born, socially native creative.
- Mox London won the Under Armour account in a competitive pitch in 2025 with the 'Rest Less' strategy.
- The campaign centers on a fictional luxury Hotel Armouré and stars Under Armour-contracted footballers Ollie Watkins, Fermín López and Ferran Torres.
Under Armour Cuts Revenue Outlook, Keeps Profit Targets
Financials · Recorded impact score: 4/5
Under Armour reported a 3% year-on-year revenue decline in Q1 of fiscal 2027 to $1.1 billion and has lowered its full-year revenue outlook to a mid-single-digit decline due to weaker demand, particularly in North America and Asia-Pacific. North America revenue fell 9% to $610 million while international revenue rose 5% to $490 million, with EMEA up 12%. Gross margin improved by 5.9 percentage points to 54.1% (partly due to reimbursement of prior duty costs). Operating income was $47 million (adjusted $52 million) and net income was $1 million (adjusted $21 million). Restructuring charges were $6 million in Q1, with cumulative program costs of $266 million and an expected total of about $305 million; the program is to be largely completed by end-December 2026. The company reaffirmed its operating income and adjusted EPS targets and emphasized cost discipline and a premium strategy.
- Under Armour Q1 fiscal 2027 revenue fell 3% year-on-year to $1.1 billion.
- North America revenue declined 9% to $610 million; international revenue increased 5% to $490 million; EMEA grew 12% while Asia-Pacific was down.
Under Armour partners with K-pop group BoyNextDoor
Marketing · Recorded impact score: 2/5
Under Armour named six-member K-pop boy band BoyNextDoor as global brand ambassadors to support a regional rollout of its Bouncy Tee across Asia-Pacific. The collaboration is part of Under Armour’s 'Commit' campaign, which emphasizes ongoing motivation and authentic self-expression. The partnership includes a group campaign film plus individual films and visuals for members Sungho, Riwoo, Myung Jaehyun, Taesan, Leehan and Woonhak. The $65 Bouncy Tee launched in May and Under Armour has said it plans to invest about $30 million in additional marketing this year as it pursues a broader brand shift toward entertainment-facing partners and a stronger foothold in APAC, which accounted for roughly one-third of the company’s international revenue in 2026.
- Under Armour named six-member K-pop boy band BoyNextDoor as global brand ambassadors on July 30, 2026.
- The partnership will promote a regional rollout of Under Armour’s Bouncy Tee across Asia-Pacific as part of the company’s 'Commit' campaign.
Under Armour Names François Arnaud Global Ambassador
Creative / Brand Campaign · Recorded impact score: 1/5
Under Armour has named actor François Arnaud — effective July 23, 2026 — as its global brand ambassador and launched "For When It’s Hot," a campaign promoting its HeatGear performance line. The narrative spot, which nods to Arnaud’s Heated Rivalry character, was produced in a hybrid format with input from Under Armour’s in-house Lab96 Studios and directors Mat+Kat, and will run across the brand’s social channels (Instagram, TikTok, YouTube). Timed to North America’s historically hottest week, the campaign highlights existing training and performance products rather than new SKUs. The move accompanies a major SKU reduction in May and a strategic emphasis on athlete-focused storytelling under returning founder Kevin Plank; Under Armour says it spends roughly $500 million annually on marketing and is adding about $30 million this year.
- François Arnaud named global brand ambassador effective July 23, 2026.
- Under Armour launched "For When It’s Hot" to promote its HeatGear line, timed to North America's hottest week and highlighting existing products.
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Questions about Under Armour
What is Under Armour?
Under Armour is a public athletic apparel, footwear and accessories brand that sells through direct-to-consumer and retail channels.
Who uses Under Armour?
Consumers buy its sportswear products, while affiliates, publishers and creators use its partner programme to promote those products for commission.
How does Under Armour make money?
It mainly earns revenue from selling branded apparel, footwear and accessories, with digital loyalty and affiliate activity supporting commerce growth.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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