Mission Statement, Vision, & Core Values of Under Armour, Inc. (UA)

Under Armour, Inc.'s commitment to make all athletes better is currently being tested by the market, with their fiscal year 2025 revenue sitting around $5.04 billion (Trailing Twelve Months), but reporting a full-year net loss of $67 million as they navigate a major strategic reset. You see a global brand, but what principles defintely guide a company that is simultaneously driving innovation and managing a restructuring plan costing up to $160 million? How does the core value of 'Fight On Together' translate into a sustainable competitive advantage against behemoths like Nike, and what does their vision of inspiring you with performance solutions really mean for their stock price?

Understanding the Mission Statement, Vision, and Core Values is how you map the company's internal compass to its external performance. We need to look past the balance sheet to see the foundation.

Under Armour, Inc. (UA) Overview

You're looking for a clear picture of Under Armour, Inc. (UA), not just the marketing fluff, so let's cut straight to the numbers and the current strategy. The company is in a critical transition, moving from a growth-at-all-costs model to a focus on premium products and profitability; this is a necessary, albeit painful, reset.

Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour pioneered the performance apparel category by creating a moisture-wicking synthetic fabric called HeatGear to replace sweat-soaked cotton T-shirts. From its start in Plank's grandmother's basement, the brand quickly became synonymous with high-performance athletic gear, later expanding its core product lines to include ColdGear for cold weather and AllSeasonGear for temperate conditions. Today, the company's product portfolio spans apparel, footwear, and accessories, serving athletes worldwide. You can find out more about the original vision and structure here: Under Armour, Inc. (UA): History, Ownership, Mission, How It Works & Makes Money.

For the full fiscal year 2025, which ended March 31, 2025, the company's total revenue was $5.2 billion, which marks a 9% decrease from the prior year as they intentionally tightened distribution and reduced promotional activity. This is defintely a strategic contraction to reposition the brand for long-term health.

Fiscal Year 2025 Financial Performance: The Cost of a Reset

The latest financial reports show the immediate cost of the strategic shift, but they also highlight where the company is gaining traction. The full fiscal year 2025 results reflect a significant revenue decline, but the focus on operational efficiency is already paying off in margin improvement.

The company reported a full-year net loss of $201.3 million for fiscal 2025, a sharp drop from the net income of $232.0 million in the previous year, with an operating loss of $185.22 million. Here's the quick math: sales are down because they are selling less to fewer places, but they are selling at better prices. Gross margin actually improved by 180 basis points to 47.9%, driven by lower product and freight costs, plus less discounting in their direct-to-consumer (DTC) channel. That margin gain is a key indicator of a healthier business model taking shape.

Looking at the main product categories for the full fiscal year 2025:

• Apparel Revenue: $3.5 billion (a 9% decrease).
• Footwear Revenue: $1.2 billion (a 13% decrease).
• Accessories Revenue: $411 million (a 1% increase).

Geographically, the North American market, which is still their largest, saw an 11% revenue decrease to $3.1 billion. International revenue also fell by 6% to $2.1 billion. The bright spot in the international segment was the EMEA region (Europe, Middle East, and Africa), which remained flat, suggesting resilience in those markets that offset steeper declines in Asia-Pacific and Latin America.

A Leader in Transition: Shifting the Battlefield

Under Armour remains a globally recognized leader in athletic performance, consistently ranking among the top sportswear brands worldwide, but their focus has shifted from sheer volume to brand equity. They are deliberately shrinking their footprint to focus on high-return categories, a strategy CEO Kevin Plank calls 'shrinking the battlefield.'

This commitment to a premium positioning is evident in their recent actions, including the November 2025 announcement to separate the Curry Brand into an independent entity, marking the end of a 13-year partnership with Stephen Curry. This move, which is tied to an increase in restructuring costs, signals a major realignment to focus on the core Under Armour brand and its foundational performance categories. This kind of decisive action, though costly in the near term, is what separates a long-term player from a fading brand. They are betting that a smaller, more profitable business with a stronger brand identity is the path forward. To truly understand why this company, despite its recent financial headwinds, maintains its industry influence, you need to look beyond the top-line revenue and into the strategic decisions driving their mission and values.

Under Armour, Inc. (UA) Mission Statement

You're looking for the bedrock of Under Armour, Inc.'s (UA) strategy-the mission statement-because a company's true north tells you where their capital is heading. The direct takeaway is that their mission, To make all athletes better through passion, design, and the relentless pursuit of innovation, is the lens through which they are executing a critical strategic reset, aiming to elevate product quality over promotional volume.

This mission isn't just a poster on the wall; it's a guide for their entire operating model. Honestly, when a company like Under Armour is navigating a challenging period-like the reported $201 million net loss in fiscal year 2025-the mission is what keeps the entire organization aligned. It forces them to focus on high-margin, performance-driven products, not just chasing top-line revenue.

The mission breaks down into three core components, each representing a pillar of their commitment to performance. This focus is defintely crucial for investors, as it maps directly to their goal of achieving sustained, profitable growth, which helped them report an adjusted operating income of $198 million for the full fiscal year 2025. If you want to dive deeper into the market's reaction, you should check out Exploring Under Armour, Inc. (UA) Investor Profile: Who's Buying and Why?

Passion: Fueling the Athlete's Drive

The first component, 'Passion,' is the emotional engine of the brand. It's what drives the company to 'Love Athletes,' one of their core values. This means putting the user at the center of every decision, from the elite professional to the weekend warrior.

This passion translates into a commitment to performance solutions you never knew you needed. For example, the initial creation of moisture-wicking fabric was born from a passionate desire to solve a simple, painful problem: the heavy, sweat-soaked cotton t-shirt. That kind of problem-solving passion is what investors should look for.

Here's the quick math on why this matters: When a product is driven by passion and a true athlete need, it supports a higher price point. This strategic shift away from heavy discounting is why their gross margin saw an improvement in fiscal year 2025, with the Q3 gross margin rising to 47.5%, up 240 basis points from the prior year. That margin improvement is a direct result of product quality and brand conviction.

• Put the athlete first, always.
• Solve real performance problems.
• Build emotional brand connection.

Design: The Intersection of Form and Function

Design is the second, and arguably the most tangible, component. This isn't just about aesthetics; it's about engineering apparel, footwear, and accessories to enhance athletic capability. The mission demands that the design must be both visually appealing and functionally superior.

Look at the product category sales for fiscal year 2025. While total revenue was around $5.2 billion, the Apparel segment brought in $3.5 billion, and Footwear accounted for $1.2 billion. The sheer volume of apparel revenue shows the core strength of their design focus. The design team has to constantly justify the premium price tag with tangible performance benefits.

A recent example of this commitment to design-led performance is the focus on 'better and best products' in their strategic reset. They're tightening distribution and refining their operating model to ensure that only the most innovative, well-designed products reach the consumer. This focus on product elevation is what reignites brand relevance.

Relentless Pursuit of Innovation: The Competitive Edge

The 'Relentless Pursuit of Innovation' is the third and most forward-looking component. Innovation is the cornerstone of their competitive strategy, pushing the boundaries of material science and technology to create a performance advantage. They simply cannot afford to stand still in the hyper-competitive athletic market.

This pursuit is evident in their product pipeline. For instance, the development of materials like NEOLAST™ fiber, a high-performing elastane alternative, shows a tangible commitment to new technology. It's a clear manifestation of their mission to make you better.

What this estimate hides is the significant investment required for this pursuit. Innovation is expensive, but it pays off in brand equity and pricing power. Their strategic decision to reduce promotional activities and focus on full-price selling is a bet on their ability to innovate products that consumers are willing to pay a premium for. This is how they plan to move past the full-year revenue decline in fiscal 2025 and position the business for sustainable, profitable growth.

Under Armour, Inc. (UA) Vision Statement

You're looking for a clear map of where Under Armour, Inc. (UA) is headed, especially after a challenging fiscal 2025. The direct takeaway is this: UA's vision is a laser focus on product indispensability, aiming to make their gear so essential you can't imagine your workout without it, which is the only way to reverse the recent financial trend.

The company's official vision statement is: To inspire you with performance solutions you never knew you needed and can't imagine living without. This isn't just marketing fluff; it's a critical strategic pivot. After posting a full-year net loss of $201 million in fiscal 2025, down from a net income the prior year, the brand needs to stop competing on price and start winning on innovation. That vision is the blueprint for their turnaround.

The Mandate: Inspiring Performance Solutions

This part of the vision-'To inspire you with performance solutions'-is the operational heart of the company. It directly ties back to their mission: To Make All Athletes Better Through Passion, Design, And The Relentless Pursuit Of Innovation. The focus is on the solution, not just the shirt or shoe. For investors, this means watching their gross margin, which is a key indicator of pricing power and product desirability.

Here's the quick math: UA's gross margin actually improved by 180 basis points to 47.9 percent in fiscal 2025, primarily due to reduced discounting and lower freight costs. That improvement is defintely a positive sign that their strategic reset, which includes tightening distribution, is working. They are selling less-revenue was down 9 percent to $5.2 billion-but they are selling it more profitably. The next step is to grow revenue while maintaining that margin.

• Focus on premium, high-margin products.
• Reduce reliance on heavy promotional sales.
• Innovate beyond basic apparel and footwear.

Creating Essential, Unimaginable Value

The second half of the vision-'solutions you never knew you needed and can't imagine living without'-is about brand essentialism. This is where UA transitions from a sportswear provider to a true performance partner. Think about the original sweat-wicking shirt; it solved a problem athletes didn't even know they had until they had the solution. This is the innovation bar they must clear again.

To be fair, achieving this level of indispensability is tough when the company is managing an operating loss of $185 million. But still, the goal is clear: create a moat around the brand. When a product becomes essential, customers don't shop around. This drives customer lifetime value and allows for sustained full-price selling. The restructuring plan, which has already incurred about $147 million in charges as of September 2025, is meant to streamline the business to fund this innovation engine. You can dive deeper into the financial health of this shift here: Breaking Down Under Armour, Inc. (UA) Financial Health: Key Insights for Investors.

The Core Values Driving the Vision

The vision is executed through five core values, which are the operational rules for every employee. These values show how the company intends to 'fight on' through adversity, like the $0.47 diluted loss per share reported in fiscal 2025. They are not just posters on a wall; they dictate resource allocation and brand messaging.

The five core values are: Love Athletes, Celebrate the Wins, Stand for Equality, Act Sustainably, and Fight On Together. The 'Act Sustainably' value, for example, is a near-term risk and opportunity. While it may increase initial product costs, it aligns with a growing consumer demand for ethical sourcing, which supports the 'essential' and 'premium' positioning of the vision. This is a crucial area to monitor, as it impacts the long-term cost of goods sold (COGS) and brand equity.

The 'Love Athletes' value is the most direct link to the vision, ensuring product development starts and ends with the athlete's unmet needs. This continuous feedback loop is what generates those performance solutions you 'never knew you needed.'

Under Armour, Inc. (UA) Core Values

You're looking for a clear map of what drives a company like Under Armour, Inc. (UA) beyond the quarterly earnings. That's smart. The mission, vision, and core values are the non-financial scaffolding holding up the business, and right now, they are critical to understanding UA's strategic reset.

The company's focus on performance and discipline is a direct reflection of its core values in action, especially as it navigates a challenging market. For the full fiscal year 2025 (ending March 31, 2025), UA reported total revenue of $5.2 billion, a 9% decrease year-over-year, but simultaneously saw its gross margin climb to 47.9%-a 180 basis point improvement. This trade-off-sacrificing short-term sales for long-term brand health-is the clearest signal that their values are guiding strategy.

Love Athletes

This value is the simplest to grasp: put the athlete at the center of every decision, from product design to community investment. It means waking up every morning to make athletes legendary, whether they're elite professionals or just starting out. For a performance brand, this is the lifeblood; you can't sell a premium product if it doesn't deliver a superior edge.

This commitment is evident in their community work, which focuses on providing equitable access to sport. They committed to a goal of impacting 100,000 youth and renovating 20 safe places to play by 2025. Also, the annual 'Armour Day' in September 2025 saw over 1,000 teammates volunteer at 13 locations in Baltimore, their hometown, continuing their work with Project Rampart to enhance the student-athlete experience in city schools. That's a measurable commitment of time and resources.

The recent, high-profile decision in November 2025 to separate the Curry Brand into an independent entity, while a major change, also aligns with this value. It allows UA to double down on its core brand strategy and performance innovation, ensuring their primary focus remains on the broader athlete community they serve. You can read more about the company's foundational principles here: Under Armour, Inc. (UA): History, Ownership, Mission, How It Works & Makes Money.

Fight On Together

This is the value of resilience, acting with an enterprise mindset, and tackling adversity head-on. Honestly, this value is the most relevant to UA's current financial picture. The company is in the middle of a strategic reset, which is never easy. They incurred $58 million in restructuring and impairment charges in fiscal 2025 to streamline operations and cut complexity.

The goal is to simplify to sharpen. CEO Kevin Plank's return emphasizes discipline, operational precision, and a shift away from the heavy discounting that dilutes a premium brand's value. The fact that they absorbed a net loss of $201.3 million in FY2025 but still managed to grow their gross margin to 47.9% tells you they are executing on this value. They are focusing on selling 'better and best products' at full price, which is a tough, necessary fight to rebuild brand equity.

• Act with an enterprise mindset.
• Help each other overcome obstacles.
• Approach challenges with positive intent and never quit.

Act Sustainably

Act Sustainably means perfecting performance while responsibly managing the Earth's resources. It's a long-term risk management strategy that impacts the supply chain and product development budget. UA has set clear, near-term, and measurable targets for 2025 that investors should track closely.

Their focus is on circularity (extending product life) and material innovation. By the end of 2025, they aim to reduce single-use plastic brand product packaging by 75%. They also have a goal to extend the life of at least 75% of damaged and defective returned products through repair and recycling, which is a big logistical lift. On the product side, they are working to use at least 35% recycled polyester in apparel and accessories by 2025, plus eliminating 100% of biocides and fluorine DWR (a type of water-repellent chemical) in their products-a clear, non-negotiable chemical commitment.

Stand for Equality

The core of this value is the belief that sport is the great unifier, and it drives the company to speak up for fairness and equity. This isn't just about marketing campaigns; it requires concrete investment and policy changes, particularly around Diversity, Equity, and Inclusion (DE&I) and supply chain ethics.

UA has committed to investing a minimum of 40% of its annual philanthropic portfolio in Black-led organizations. They also actively support the UN's Women's Empowerment Principles and are a member of Better Work, a program with the UN's International Labour Organization, to advance ethical practices and better working conditions in their supply chain. They also visibly celebrate this value through initiatives like the 'United We Win' product collection and the Map My Run challenge for US Pride in June.

Celebrate the Wins

This value fosters a culture of recognition and achievement, reminding the team that victories, big and small, bring them together. In a year where total revenue was down, celebrating the operational wins becomes even more critical for morale and investor confidence.

The most important win to celebrate in fiscal 2025 wasn't the top-line revenue, but the 180 basis point improvement in gross margin to 47.9%. That financial metric is the direct result of the 'Fight On Together' value-it proves the strategic reset is working to regain pricing power and reduce discounting. They are celebrating the win of discipline over volume, a necessary step toward sustainable, profitable growth, which is what separates a long-term brand from a short-term fad.