Direct-to-Consumer Specialty Fashion Brands · Advertiser / Brand · Direct-to-Consumer (D2C) Brand
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 cluster / sector
- Direct-to-Consumer Specialty Fashion Brands
- Market role
- Advertiser / Brand · Direct-to-Consumer (D2C) 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 reported a 3% year-on-year revenue decline to $1.1 billion in Q1 fiscal 2027, prompting a lowered full-year outlook amid weaker North American and Asia-Pacific demand. To manage ongoing headwinds, the firm advanced restructuring programs projected to reach approximately $305 million by December 2026, while reshaping its marketing strategy by ending its decade-long Project Rock partnership and launching the social-first 'Rest Less' campaign. Additionally, the brand expanded retail visibility through Central Retail Vietnam's loyalty program and participated as a major sponsor in the 2026 MTV Video Music Awards.
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.
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Competitors & alternatives
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Global sportswear brand with a strong direct digital commerce ecosystem.
Privately held athletic footwear and apparel brand with strong D2C retail.
Digital holding company spanning affiliate, creator commerce and loyalty platforms.
US off-price retailer focused on discounted branded merchandise.
US sporting goods retailer with omnichannel commerce and loyalty ecosystem.
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Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Sharon Lokedi Captures Seventh Abbott World Marathon Major Podium in Chicago
Recorded impact score: 2/5
Under Armour athlete Sharon Lokedi achieved a second-place finish at the 2026 Chicago Marathon, recording a new personal best time of 2:14:07. The race marked Lokedi's seventh career podium finish across the Abbott World Marathon Majors circuit. During the event, Lokedi competed in an exclusive edition of the UA Velociti Elite 3 racing shoes alongside Under Armour's Global Pro Runner Kit.
- Sharon Lokedi finished second at the 2026 Chicago Marathon on October 11, 2026, setting a personal best of 2:14:07.
- This achievement marks Lokedi's seventh career podium finish in the Abbott World Marathon Majors series, following prior victories in New York City and Boston.
8-K Financial Filing Analysis for Under Armour (2026-08-27)
financials · Recorded impact score: 2.2/5
Under Armour, Inc. reported the results of its Annual Meeting of Stockholders held on August 26, 2026. Stockholders voted in favor of all four management proposals: electing 11 directors to serve until the next annual meeting, approving executive compensation on a non-binding advisory basis ('Say-on-Pay'), approving the Fifth Amended and Restated 2005 Omnibus Long-Term Incentive Plan to expand Class C share reserves, and ratifying PricewaterhouseCoopers LLP as the independent auditor for the fiscal year ending March 31, 2027.
- All 11 director nominees were re-elected, including founder Kevin A. Plank and Douglas E. Coltharp.
- Stockholders approved the Fifth Amended and Restated 2005 Omnibus Long-Term Incentive Plan with 441,500,764 votes in favor, increasing Class C shares reserved for equity compensation.
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.
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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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