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

When a company like Under Armour, Inc. posts a full fiscal year 2025 revenue of $5.2 billion, yet reports a net loss of $201 million, you have to ask: is their core strategy still sound? A Mission Statement-'To make all athletes better through passion, design, and the relentless pursuit of innovation'-should be the bedrock that guides every decision, especially when North America revenue alone was $2.8 billion in the same period. How do their Core Values like 'Create Fearlessly' and 'Always Connect' translate into action when the gross margin stands at 47.9 percent, and what near-term risks does that signal for their Vision to 'inspire you with performance solutions you never knew you needed and can't imagine living without?' We need to defintely map the strategic impact of these foundational principles against the financial reality.

Under Armour, Inc. (UAA) Overview

You're looking for a clear-eyed view of Under Armour, Inc. (UAA), not just a marketing blurb, and the truth is the company is in a complex, multi-year strategic reset. The brand's foundation is solid, but its financial performance in the most recent fiscal year shows the real challenge of regaining market share against giants.

Under Armour's story starts with a simple, brilliant idea: a better T-shirt. Founder Kevin Plank, a former University of Maryland football player, was tired of sweat-soaked cotton and, in 1996, developed a moisture-wicking fabric that became the core of the HeatGear line. He started the company from his grandmother's basement, and that focus on performance apparel-gear engineered to keep athletes cool, dry, and light-is still the core of their business today. The product portfolio expanded quickly to include ColdGear for cold weather, AllSeasonGear for in-between extremes, and eventually a full range of footwear and accessories. The company's global headquarters remain in Baltimore, Maryland, and they operate worldwide.

Fiscal Year 2025 Financial Performance Snapshot

Honestly, the full fiscal year 2025 results, which ended March 31, 2025, reflect the difficulty of their brand repositioning strategy. The company is actively tightening distribution and reducing promotional activity to elevate the brand, but this came at a clear cost to the top line. Total revenue for the full fiscal year 2025 decreased 9% to $5.2 billion. This decline shows the pressure from a challenging consumer environment and the deliberate strategic shift away from heavy discounting.

Here's the quick math on where the sales hit:

• Apparel, their main product, fell 9% to $3.5 billion.
• Footwear revenue dropped 13% to $1.2 billion.
• Accessories revenue was the only bright spot, rising 1% to $411 million.

What this estimate hides is the geographic struggle. North American revenue, their largest market, decreased 11% to $3.1 billion. International revenue also fell 6% to $2.1 billion, though the EMEA region (Europe, Middle East, and Africa) was flat, suggesting some stability in that market. Still, the company reported a net loss of $201.3 million for the full year, a clear sign that the turnaround is defintely a work in progress.

Positioning in the Athletic Performance Market

Under Armour is a leading inventor, marketer, and distributor in the athletic performance space, but it's not the market leader. They face intense competition from rivals like Nike and Adidas, who have stronger brand recognition and larger marketing budgets. The current 'strategic reset,' led by CEO Kevin Plank, is centered on elevating products and storytelling to reignite brand relevance and drive sustainable, profitable growth. This means focusing on core performance categories and being more disciplined about where and how their products are sold.

A recent, significant move in November 2025 was the announcement to separate the Curry Brand from its business, a major brand realignment that signals a focused shift back to the core Under Armour brand. This is a high-stakes move, but it shows commitment to the strategic reset. They are betting that a tighter focus will ultimately yield better returns than a broader, more promotional approach. To understand the full context of these shifts and the investor sentiment around them, you should check out Exploring Under Armour, Inc. (UAA) Investor Profile: Who's Buying and Why?

Under Armour, Inc. (UAA) Mission Statement

You need to know exactly what drives a company like Under Armour, Inc. (UAA) because a mission statement isn't just marketing fluff; it's the blueprint for capital allocation and strategic risk. The company's mission is simple but powerful: To make all athletes better through passion, design, and the relentless pursuit of innovation. This statement is the non-negotiable guidepost for every decision, from product development budgets to regional expansion strategies.

Honestly, a clear mission is especially crucial when a company is in a turnaround phase. For the full fiscal year 2025, Under Armour reported a GAAP Operating Loss of $185 million on revenue of $5.2 billion, which was a 9 percent decline year-over-year. A clear mission helps focus the organization during this strategic reset, ensuring every dollar spent, like the $58 million in restructuring and impairment charges recognized by the end of the fourth quarter of fiscal 2025, directly supports the core goal of making athletes better. You can dive deeper into the market's reaction to this reset by Exploring Under Armour, Inc. (UAA) Investor Profile: Who's Buying and Why?

Passion: The Emotional Engine of Performance

The first core component, Passion, is the foundational emotional commitment that separates a commodity product from a performance solution. For Under Armour, this means a deep-seated dedication to the athlete's journey, not just the sale. This passion is what fuels R&D spending even when the top-line revenue is contracting.

This commitment is visible in the strategic shift toward a premium brand identity, moving away from heavy discounting. The improved gross margin of 47.9 percent in fiscal 2025, an increase of 180 basis points year-over-year, is a direct financial indicator of this passion translating into pricing power and less reliance on promotions. That's a clear sign of brand health. This focus on premium positioning is designed to resonate with the passionate, performance-driven consumer who values quality over a low price.

• Drives product focus over market fads.
• Connects emotionally with the athlete consumer.
• Supports higher average selling prices.

Design: Translating Purpose into Product

Design is the bridge where the company's passion meets the athlete's need. It's not just about aesthetics; it's about functional performance solutions (products that solve a specific problem). Think about the original moisture-wicking shirt-that was a design solution to a problem Kevin Plank, the founder, experienced directly.

Today, this component is about refining the product portfolio to deliver 'higher-quality revenue.' The company is tightening its distribution and focusing on fewer, high-quality products. This discipline is reflected in the balance sheet, where inventory was managed down to $946 million at the end of fiscal 2025, a 1% decrease, indicating better inventory turns and less risk of markdowns. Good design means less excess product. Plus, the expansion of their North American loyalty program, which added 4 million new members in the third quarter of fiscal 2025 to reach a total of 17 million, shows that the product design is resonating with and retaining customers.

Relentless Pursuit of Innovation: The Competitive Edge

The final component, the Relentless Pursuit of Innovation, is the long-term competitive moat. In the hyper-competitive sportswear market, standing still means falling behind. This component mandates continuous investment in new materials, biomechanics, and digital integration.

For an analyst, this is where you map R&D spend to future revenue streams. This pursuit is what drives the creation of new materials like NEOLAST™ fiber, designed to provide advanced performance gear. It's also the strategic rationale behind their direct-to-consumer (DTC) model evolution, which is focused on data-driven retail experiences to deepen consumer engagement. The whole point is to create performance solutions you defintely didn't know you needed, but can't imagine living without. This continuous push for innovation is the only way to justify a premium price point and drive sustainable, long-term growth.

Under Armour, Inc. (UAA) Vision Statement

You need to know how Under Armour, Inc. (UAA) plans to turn its brand relevance into consistent profit, especially after a tough fiscal year 2025. The core takeaway is that the company's vision-Exploring Under Armour, Inc. (UAA) Investor Profile: Who's Buying and Why?-is a roadmap for innovation-driven customer lock-in, which is their only path back to reliable growth.

The company's 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 direct challenge to the competition and a strategic mandate for product development, especially given the 9.43% decrease in annual revenue to $5.16 billion for fiscal year 2025. Simply put, they must innovate their way out of a slump.

Vision: Inspiring You with Performance Solutions

The first part of the vision, 'Inspiring you with performance solutions,' is a direct call to action against the backdrop of their mission: 'to make all athletes better through passion, design, and the relentless pursuit of innovation.' The focus is on the athlete-from the pro to the weekend warrior-and solving their real performance problems. This is a critical pivot, as the market doesn't need another generic t-shirt.

Here's the quick math on why this focus is crucial: for fiscal year 2025, the company reported a GAAP operating loss of $185 million, though adjusted operating income was $198 million. That $383 million swing between GAAP and adjusted numbers shows the heavy cost of transformation. They need products that inspire consumers to pay a premium, which means moving beyond simple apparel and into true performance solutions.

• Focus on performance, not just fashion.
• Innovation must solve a clear athlete problem.
• Premium pricing requires a defensible technology edge.

The brand's success hinges on whether its new product pipeline can deliver solutions that are defintely worth the higher price point.

Solutions You Never Knew You Needed

This phrase, 'solutions you never knew you needed,' is where the relentless pursuit of innovation from the mission statement comes into play. It speaks to creating entirely new product categories, not just iterating on existing ones. Think back to their original moisture-wicking shirt-that was a solution nobody knew they needed until they had it.

The financial risk here is high, but so is the reward. The company's expanded restructuring plan, announced in November 2025, now totals up to $255 million in charges, which includes costs for contract terminations and asset impairments. This is the painful process of cutting what isn't working to free up capital for what might work. The core value, 'Create Fearlessly,' directly supports this, demanding bold and smart risks in R&D. If they don't find the next big product, the revenue decline that marked FY 2025 will continue.

Can't Imagine Living Without

The final, most powerful part of the vision is 'and can't imagine living without.' This is the language of brand loyalty and customer lock-in, which is the ultimate goal for any consumer-facing business. It's what drives a high lifetime value (LTV) for a customer.

This is where the core value 'Love Athletes' is monetized. By putting the athlete at the center of every decision, the product becomes essential. In the fourth quarter of fiscal 2025, direct-to-consumer (DTC) revenue fell 15%, with eCommerce revenue dropping 27% due to planned reductions in promotional activities. This drop highlights a near-term risk: customers are still price-sensitive. To make a product something you 'can't imagine living without,' you have to build an emotional and functional dependency that overrides the need for a discount. This is a crucial step for turning the reported GAAP net loss of $201 million into sustainable profit.

The Mission: Relentless Pursuit of Innovation

The mission, 'To make all athletes better through passion, design, and the relentless pursuit of innovation,' is the engine driving the vision. It breaks down into three clear components that guide capital allocation:

• Passion: Connects to the 'Love Athletes' value, ensuring emotional resonance.
• Design: Focuses on aesthetics and functionality, moving beyond purely technical gear.
• Relentless Pursuit of Innovation: The capital-intensive part, demanding continuous R&D investment.

This mission is the operational filter for all spending. Every dollar must contribute to making the athlete better. This discipline is essential when managing a business that is currently navigating a major restructuring and trying to improve its financial health, as evidenced by the FY 2025 adjusted net income of $135 million.

Core Values as a Financial Compass

The core values-Love Athletes, Celebrate the Wins, Stand for Equality, Act Sustainably, and Fight On Together-are the cultural guardrails for executing the strategy. From an analyst's perspective, these values are not soft; they are risk mitigators and growth enablers.

For example, 'Act Sustainably' isn't just good PR; it's a long-term cost and supply chain risk management strategy, especially as consumers increasingly demand transparency. 'Fight On Together' speaks to an enterprise mindset, which is vital for a company undergoing a significant restructuring to avoid internal silos that kill innovation. These values must translate into tangible actions that support the mission and vision, or they are just words on a wall.

Under Armour, Inc. (UAA) Core Values

You're looking at Under Armour, Inc. (UAA) and trying to figure out if their stated values align with their financial actions, especially after a tough year. Honestly, a company's core values are just marketing fluff unless they show up on the income statement or balance sheet. For Under Armour in fiscal year 2025, which saw revenue drop to $5.2 billion, their values were the playbook for a major strategic reset.

The core values-Love Athletes, Celebrate the Wins, Stand for Equality, Act Sustainably, and Fight On Together-are the pillars of their turnaround strategy. The real test is seeing how they invested, or disinvested, in each area.

Love Athletes

This value is the simplest: make the best product. It means relentless innovation, which should translate to significant Research and Development (R&D) spending. To be fair, Under Armour's focus in FY2025 was on 'better and best products,' which drove momentum in key categories like their HeatGear base layers and the Unstoppable collection.

Still, a seasoned analyst like me has to point out the quick math: Under Armour did not report a meaningful, separate R&D expense line item on its income statement for the latest twelve months ending June 30, 2025. This is a strategic choice-to embed innovation costs within other departments (like SG&A) or to focus on product refinement over blue-sky R&D. It's a risk, but it's also a disciplined move to conserve capital while focusing on core performance products like the Velociti Elite running shoe.

• Focus on core performance apparel and footwear.
• Drive product momentum in categories like women's bras and bottoms.
• Prioritize product refinement over massive, unproven R&D spend.

Celebrate the Wins

In a year where total revenue fell by 9% to $5.2 billion, celebrating wins means acknowledging the hard-fought battles that improved the balance sheet. The biggest win in fiscal 2025 was the significant improvement in brand health and profitability, not top-line growth.

The company's gross margin increased by 180 basis points (1.8%) to 47.9% for the full year. That's a huge win. This wasn't luck; it was driven by supply chain efficiencies, lower freight costs, and, crucially, a planned reduction in direct-to-consumer (DTC) discounting. Less discounting means a stronger brand, which is defintely something to celebrate. The adjusted net income of $135 million for the year, despite the revenue drop, confirms the strategic shift to profitable growth.

Stand for Equality

This value is about building an equitable and inclusive workplace and using the power of sport to unite communities. Under Armour demonstrates this commitment through its internal structure and community impact programs.

The company supports nine Teammate Resource Groups (TRGs), which have over 2,000 members globally. These aren't just social clubs; they are business drivers. For instance, the Black Employees Achieving Together (B.E.A.T.) group was recognized for the business impact of the UNDR ARMR x DVNLLN Collection. This shows a direct link between the diversity, equity, and inclusion (DEI) initiative and commercial success. You can explore more about the financial implications of these moves in Breaking Down Under Armour, Inc. (UAA) Financial Health: Key Insights for Investors.

Act Sustainably

For a major apparel brand, this value is a risk-mitigation strategy as much as a moral one, especially with consumers demanding transparency. Under Armour has set clear, measurable targets for 2025, which is what I look for as an analyst.

Their commitments for 2025 are concrete and verifiable:

• Reduce single-use plastic brand product packaging by 75%.
• Source at least 35% recycled polyester in apparel and accessories.
• Achieve 80% renewable electricity for owned and operated facilities.
• Eliminate 100% of biocides and fluorine DWR (Durable Water Repellent) in products.

These are not vague goals; they are operational mandates that impact the supply chain and product design, showing a serious commitment to their 'Home Field' pillar.

Fight On Together

This value is the corporate mindset for tackling adversity and acting with an enterprise mindset. In FY2025, this translated directly into the company's major restructuring and turnaround efforts. The company recognized $89 million in restructuring and impairment charges by the end of the fourth fiscal quarter of 2025. This is the cost of 'tackling adversity'-streamlining operations and exiting non-core activities.

In November 2025, the Board approved an expansion of the restructuring plan, adding another $95 million in actions, which includes the strategic separation of the Curry Brand. This is a clear, decisive action to sharpen focus and is the ultimate expression of 'Fight On Together'-making tough choices in the brand's best interest for long-term, sustainable growth. The concurrent repurchase of $90 million of Class C common stock as of March 31, 2025, also signals a belief in the long-term value of the brand, even during a contraction.