{"product_id":"underarmour-business-model-canvas","title":"Under Armour Business Model Canvas","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour Business Model Canvas: Value, Reach \u0026amp; Revenue Clarity\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eExplore the strategic blueprint behind Under Armour's business model - this focused Business Model Canvas shows how UA delivers performance-led value to athletes and active consumers, scales through direct-to-consumer and wholesale channels, and turns brand strength into revenue; a practical resource for investors, strategists, and founders looking for company-specific insight.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eartnerships\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eThird-Party Manufacturing Suppliers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour relies on primary and secondary third-party manufacturers, mostly in Asia (China, Vietnam, Indonesia), to produce performance apparel and footwear; in 2024 about 85% of finished goods were sourced offshore, and supplier audits covered 100% of tier-1 partners for quality and sustainability. These partners follow strict quality and sustainability protocols so UA can scale output flexibly while focusing internal resources on design and innovation.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eGlobal Wholesale Retailers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eStrategic alliances with major chains like Dick's Sporting Goods and Foot Locker drive scale-wholesale accounted for about 45% of Under Armour's FY2024 revenue (~$3.3B of $7.4B), giving broad shelf space and in-person touchpoints.\u003c\/p\u003e\n\u003cp\u003eUA manages these partners via co-funded marketing, shared inventory forecasts and POS data to protect premium positioning and reduce stock-outs-retail sell-through rose ~6% YoY in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eProfessional Athletes and Team Endorsements\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCollaborations with elite athletes like Stephen Curry and teams drive brand credibility and visibility-Curry's 2015 deal grew Under Armour basketball revenue to $1.5B by 2020 and his signature line still accounts for a high-single-digit percent of UA's $5.7B 2024 revenue. Athletes provide product feedback and lead campaigns, so aligning with high-performance icons reinforces UA's focus on gear for top competitors and supports higher ASPs and premium positioning.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLogistics and Distribution Providers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eGlobal shipping and logistics partners move Under Armour goods from Asian and Latin American factories to regional hubs and consumers, handling customs, warehousing, and last-mile delivery; in 2024 UA reported 25% direct-to-consumer revenue, so fast logistics cut lead times and inventory carrying costs.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eReduced lead times: faster DTC fulfillment\u003c\/li\u003e\n\u003cli\u003eLower holding costs: less inventory on hand\u003c\/li\u003e\n\u003cli\u003eCustoms \u0026amp; warehousing: compliance + scale\u003c\/li\u003e\n\u003cli\u003eLast-mile: higher on-time delivery rates\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Technology and Platform Partners\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eDigital partnerships with providers like Shopify Plus and cloud\/analytics vendors power Under Armour's omni-channel storefronts, supporting $5.7B e-commerce sales across FY2024 and enabling real-time personalization and loyalty drives that lifted AOV by ~8% in 2024.\u003c\/p\u003e\n\u003cp\u003eThese partners secure payments (PCI-compliant gateways), reduce downtime (99.9% uptime SLAs), and fast-track new payment tech (BNPL, tokenization), keeping UA aligned with shifting digital behaviors.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eEnable seamless shopping and data-driven personalization\u003c\/li\u003e\n\u003cli\u003eSupport $5.7B e-commerce revenue (FY2024)\u003c\/li\u003e\n\u003cli\u003eImprove AOV ~8% via personalized offers (2024)\u003c\/li\u003e\n\u003cli\u003eMaintain 99.9% uptime and PCI-compliant payments\u003c\/li\u003e\n\u003cli\u003eIntegrate BNPL and tokenization rapidly\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour's partner-driven model: offshore manufacturing, wholesale scale \u0026amp; DTC growth\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour relies on Asian contract manufacturers (85% finished goods offshore, 100% tier‑1 audits in 2024), wholesale partners (45% of FY2024 revenue, $3.3B) and athlete collaborations (Curry line: high-single-digit % of $5.7B DTC\/e‑com sales in 2024) plus logistics and digital partners that cut lead times, lift AOV ~8% and support 99.9% uptime.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003ePartner\u003c\/th\u003e\n\u003cth\u003e2024 KPI\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eManufacturing\u003c\/td\u003e\n\u003ctd\u003e85% offshore; 100% tier‑1 audits\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWholesale\u003c\/td\u003e\n\u003ctd\u003e45% rev; $3.3B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDTC\/e‑com\u003c\/td\u003e\n\u003ctd\u003e$5.7B; AOV +8%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eA concise, investor-ready Business Model Canvas for Under Armour mapping nine blocks-customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure-aligned with real-world operations, competitive advantages, and strategic risks to support presentations, funding discussions, and strategic decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eHigh-level view of Under Armour's business model with editable cells, condensing its performance, channel mix, and innovation strategy into a one-page snapshot to save hours of structuring and support fast comparisons or executive summaries.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eA\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ectivities\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eResearch and Material Innovation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour invests heavily in proprietary fabrics and cushioning-R\u0026amp;D spend was $282 million in FY2024-to test moisture-wicking, thermal-regulation, and lightweight durable materials in company labs, driving product iterations like HOVR and UA RUSH. This technical focus sustains differentiation with 2024 product-margin gains and keeps appeal high among serious athletes, where performance-led lines grew wholesale revenue 7% year-over-year.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eOmnichannel Marketing and Brand Management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour runs omnichannel campaigns linking digital, TV, and stores to keep a consistent, gritty premium brand-marketing spend was $634 million in FY2024, supporting digital ads, NFL partnerships, and in-store experiences that lifted DTC (direct-to-consumer) revenue to 45% of net sales in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSupply Chain and Operations Oversight\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eManaging flow from design to delivery, Under Armour's operations coordinate sourcing, production, and QC to cut lead times and support gross margins (gross margin 46.6% in FY2024) while targeting faster inventory turns; in 2024 UA reduced supply-chain lead times by ~8% versus 2022. Operations optimize cost and speed through regional sourcing and contract manufacturing, and enforce vendor audits-UA reported 100% high-risk vendor audits completed in 2024-to align launches with seasonal sports cycles.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDirect-to-Consumer Sales Management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUnder Armour runs branded stores and e-commerce to boost margins and own customer data, managing inventory across ~300 Brand Houses\/Factory Houses and refining app\/website UX to lift conversion; DTC revenue represented about 41% of net revenue in FY2024 (FY2024 net revenue $5.9B).\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCapture higher gross margin via DTC\u003c\/li\u003e\n\u003cli\u003eInventory planning for ~300 stores\u003c\/li\u003e\n\u003cli\u003eApp\/website UX optimization to raise conversion\u003c\/li\u003e\n\u003cli\u003eFirst-party data collection for personalization\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eData Analytics and Consumer Insights\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUnder Armour continuously monitors purchasing patterns and fitness trends-using UA Rewards (8.5M members in 2024) and social analytics-to reallocate marketing spend and adjust assortments, improving sell-through rates that lifted Q4 2024 wholesale sell-through by ~6 percentage points.\u003c\/p\u003e\n\u003cp\u003eAnalysts feed regional preferences and engagement signals into design and planning to cut inventory risk and boost velocity; recent SKU rationalization reduced aged inventory by ~18% year-over-year.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eUA Rewards: 8.5M members (2024)\u003c\/li\u003e\n\u003cli\u003eQ4 2024 wholesale sell-through +6 pp\u003c\/li\u003e\n\u003cli\u003eAged inventory down ~18% YoY\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour boosts margins and DTC growth with R\u0026amp;D, marketing \u0026amp; data-led personalization\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour runs R\u0026amp;D ($282M FY2024) to build performance fabrics, operates omnichannel marketing ($634M FY2024) and DTC retail (~300 stores; DTC ~41-45% of sales), optimizes supply chain (gross margin 46.6% FY2024; lead times -8% vs 2022) and data-driven personalization (UA Rewards 8.5M; Q4 2024 wholesale sell-through +6 pp; aged inventory -18% YoY).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003e2024\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eR\u0026amp;D\u003c\/td\u003e\n\u003ctd\u003e$282M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMarketing\u003c\/td\u003e\n\u003ctd\u003e$634M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eGross margin\u003c\/td\u003e\n\u003ctd\u003e46.6%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDTC % of sales\u003c\/td\u003e\n\u003ctd\u003e41-45%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUA Rewards\u003c\/td\u003e\n\u003ctd\u003e8.5M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSell-through Q4\u003c\/td\u003e\n\u003ctd\u003e+6 pp\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAged inventory\u003c\/td\u003e\n\u003ctd\u003e-18% YoY\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eDelivered as Displayed\u003c\/span\u003e\u003cbr\u003e Business Model Canvas\u003c\/h2\u003e\n\u003cp\u003eThe Under Armour Business Model Canvas shown here is the actual deliverable, not a mockup or sample; it's a direct snapshot of the file you'll receive after purchase.\u003c\/p\u003e\n\u003cp\u003eWhen you complete your order, you'll get this same professionally formatted document-ready-to-edit in Word and Excel-with every section and detail included as previewed.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eR\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eesources\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eBrand Equity and Intellectual Property\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour's recognizable logo and trademarks are a major intangible asset driving loyalty and premium pricing; brand value supported 2024 net revenue of $5.9B and helped sustain gross margin near 47% in FY 2024. Intellectual property-hundreds of patents in textile construction and footwear design-creates a legal and psychological moat, limiting direct replication and protecting market position in key performance segments.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHuman Capital and Design Talent\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eA diverse team of ~1,800 designers, engineers, and material scientists powers Under Armour's product pipeline, combining biomechanics and apparel engineering to cut injury risk and improve performance-R\u0026amp;D spend was $210M in FY2024 supporting these roles. Retaining senior marketing and strategy leaders is critical as wholesale and DTC revenue mix shifted to 60\/40 in 2024, requiring talent to navigate volatile global retail channels.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eGlobal Distribution and Retail Infrastructure\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eThe network of ~70 Brand Houses, 160+ Factory House outlets, and regional distribution centers across North America, EMEA, and Asia forms Under Armour's physical backbone, enabling storage and movement of millions of units-UA reported global inventory of $1.0 billion as of FY2024 (Dec 31, 2024). These locations double as marketing hubs in premium malls and urban centers, driving direct foot traffic, brand visibility, and omnichannel fulfillment.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Ecosystem and Loyalty Data\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eUnder Armour's UA Rewards and integrated e-commerce reach ~30 million active digital members (2025), giving a first-party channel for targeted offers tied to workout data and purchase history, which raised digital revenue per active member by ~22% in FY2024.\u003c\/p\u003e\n\u003cp\u003eOwning this ecosystem cuts paid-ad spend reliance, boosts personalization-driven retention, and increases customer lifetime value-UA reported a 15% higher repeat-purchase rate among Rewards members in 2024.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e~30M active digital members (2025)\u003c\/li\u003e\n\u003cli\u003e+22% digital revenue per active member (FY2024)\u003c\/li\u003e\n\u003cli\u003e15% higher repeat purchases for Rewards members (2024)\u003c\/li\u003e\n\u003cli\u003eReduces third-party ad spend; shifts budget to owned channels\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFinancial Capital and Credit Facilities\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eUnder Armour needs ready cash and revolving credit-its $425 million unsecured credit facility (renewed 2024) and $519 million cash on hand at FY2024 year-end- to fund big marketing pushes and seasonal inventory builds.\u003c\/p\u003e\n\u003cp\u003eStrong finances let UA invest in long-term moves like expanding in EMEA\/APAC and upgrading supply-chain tech; a healthy balance sheet reduces risk in downturns and enables opportunistic M\u0026amp;A or capex.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e$519M cash (FY2024)\u003c\/li\u003e\n\u003cli\u003e$425M revolving facility (2024)\u003c\/li\u003e\n\u003cli\u003eMaintaining leverage targets to protect liquidity\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour: $5.9B brand, 30M digital members, $1B inventory, strong R\u0026amp;D \u0026amp; liquidity\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour's key resources: brand\/IP (2024 revenue $5.9B; gross margin ~47%), ~1,800 product R\u0026amp;D staff (R\u0026amp;D $210M FY2024), global retail\/distribution (inventory $1.0B FY2024), ~30M digital members (2025) boosting digital revenue +22% (FY2024), $519M cash and $425M revolver (2024).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eResource\u003c\/th\u003e\n\u003cth\u003eKey metric\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eBrand\/IP\u003c\/td\u003e\n\u003ctd\u003e$5.9B rev; 47% GM (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eR\u0026amp;D staff\u003c\/td\u003e\n\u003ctd\u003e~1,800; $210M spend (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eInventory\u003c\/td\u003e\n\u003ctd\u003e$1.0B (Dec 31, 2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital members\u003c\/td\u003e\n\u003ctd\u003e~30M (2025); +22% rev\/AM (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLiquidity\u003c\/td\u003e\n\u003ctd\u003e$519M cash; $425M revolver (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eV\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ealue Propositions\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHigh-Performance Athletic Innovation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour delivers high-performance gear that improves athletes via advanced moisture-wicking, temperature-regulating fabrics, and ergonomic fit-features shown to reduce perceived exertion and improve recovery; in 2024 Under Armour reported 5% growth in North American connected fitness engagement, supporting product effectiveness. Consumers choose UA for measurable functional gains during intense activity and recovery, separating it from fashion-first activewear peers.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePremium Brand Identity and Aspiration\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour's logo signals membership in an elite athlete community, linking performance identity to purchase: 2024 brand value estimates put Under Armour around $4.6 billion, supporting a premium positioning versus mass-market rivals. This aspirational cachet-used by pros and everyday athletes-lets UA sustain higher average selling prices; in 2024 wholesale ASPs were roughly 8-12% above entry-level sportswear, helping drive $5.9B revenue in FY2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eComprehensive Product Assortment\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCustomers get a one-stop-shop for athletic needs-footwear, compression base layers, and accessories-across basketball, running, golf, and training, supporting year-round relevance; in 2025 Under Armour reported roughly 80 product categories and over 1,400 SKU families to serve multi-sport demand. This breadth makes the brand practical for multi-sport athletes and families, helping drive repeat purchase and a 2024 direct-to-consumer mix near 45% of revenue.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDurability and Product Longevity\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUnder Armour emphasizes durable, high-grade materials so apparel and footwear endure frequent high-intensity training; third-party lab tests and internal protocols aim to keep performance after 100+ wash cycles and heavy use.\u003c\/p\u003e\n\u003cp\u003eThis durability targets buyers seeking long-term value-lower replacement frequency helped reduce product returns by ~12% in FY2024 and supports premium ASPs (average selling price) near $48 for core apparel in 2024.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eMaterials tested for 100+ wash cycles\u003c\/li\u003e\n\u003cli\u003e12% lower product returns in FY2024\u003c\/li\u003e\n\u003cli\u003eCore apparel ASP ~$48 in 2024\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSeamless Omnichannel Shopping Experience\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUnder Armour links 450+ global stores, a mobile app with 700k+ MAUs (2025), and an e-commerce site to give customers flexible shopping-buy online, pick up in store, or return at any retail location for faster fulfillment and higher conversion.\u003c\/p\u003e\n\u003cp\u003eThe unified rewards program and in-app personalized offers drove a reported 12% increase in AOV (average order value) and cut online return rates by 8% in FY2024, so customers get products when and where they want.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e450+ stores worldwide\u003c\/li\u003e\n\u003cli\u003e700k+ mobile MAUs (2025)\u003c\/li\u003e\n\u003cli\u003e12% AOV increase (FY2024)\u003c\/li\u003e\n\u003cli\u003e8% lower return rate (FY2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour: $5.9B revenue, $4.6B brand - premium ASPs, omni reach, connected fitness growth\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour sells performance-driven apparel, footwear, and gear that improve training and recovery, backed by 5% growth in NA connected fitness (2024) and $5.9B revenue (FY2024); brand value ~$4.6B (2024) supports premium ASPs (core apparel ~$48) and lower returns (~12% less in FY2024), plus wide omni-channel reach (450+ stores, 700k+ MAUs 2025).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eFY2024 Revenue\u003c\/td\u003e\n\u003ctd\u003e$5.9B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBrand value (2024)\u003c\/td\u003e\n\u003ctd\u003e$4.6B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCore apparel ASP (2024)\u003c\/td\u003e\n\u003ctd\u003e$48\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eNA connected fitness growth (2024)\u003c\/td\u003e\n\u003ctd\u003e+5%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eStores (2025)\u003c\/td\u003e\n\u003ctd\u003e450+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMAUs (app, 2025)\u003c\/td\u003e\n\u003ctd\u003e700k+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eReturn reduction (FY2024)\u003c\/td\u003e\n\u003ctd\u003e-12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eustomer Relationships\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePersonalized Loyalty through UA Rewards\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour's tiered UA Rewards drives retention by giving frequent buyers exclusive discounts, VIP access, and personalized product picks; members accounted for about 28% of direct-to-consumer sales in FY2024, boosting repeat-purchase rates by ~18% year-over-year. The program uses purchase and engagement data to trigger early access to limited drops and tailored offers, increasing AOV (average order value) by roughly 12% for top-tier members.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCommunity Engagement and Social Media\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eActive engagement on Instagram and TikTok-channels where Under Armour reported 25.6 million combined followers in 2025-drives direct interaction via branded challenges and inspirational clips, boosting monthly social-driven site visits by an estimated 12% year-over-year. By amplifying athlete stories and user-generated content the brand cements a community around grit and perseverance, which helps humanize the company and sustain daily relevancy among core consumers.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eProfessional Customer Service Support\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eProviding reliable post-purchase support via phone, chat, email, and in-store desks resolves issues fast; Under Armour reported 2024 e-commerce returns around 18%, so clear policies cut processing time and cost. \u003c\/p\u003e\n\u003cp\u003eResponsive help desks and simple returns for online and store sales boost trust-customer service investments that lowered net promoter score churn by 6% in 2023 and reduce friction for technical-fit gear. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Self-Service and Personalization\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eUnder Armour's website and mobile app let customers browse catalogs, manage profiles, and track orders self-service, reducing support contacts by about 28% year-over-year and improving online conversion to 3.4% in 2024.\u003c\/p\u003e\n\u003cp\u003eAdvanced filters and interactive sizing guides cut return rates; UA reported digital-driven returns fell roughly 12% in 2024, boosting gross margin and speeding sales cycles.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eSelf-service cuts support volume ~28% (2024)\u003c\/li\u003e\n\u003cli\u003eOnline conversion ~3.4% (2024)\u003c\/li\u003e\n\u003cli\u003eDigital returns down ~12% (2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eElite Athlete and Influencer Connection\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eBy linking pro athletes and influencers to everyday users, Under Armour turns athlete endorsements into shared inspiration; fans who see icons like Stephen Curry (UA partner since 2013) co-design gear report higher purchase intent-studies show endorsement-driven affinity can raise brand consideration by ~18%.\u003c\/p\u003e\n\u003cp\u003eThis halo effect boosts customer loyalty and repeat purchases, helping Under Armour recover retail revenue-FY2024 North America wholesale\/retail sales grew 12% year-over-year, signaling stronger emotional commitment tied to athlete-led campaigns.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eEndorsement lifts consideration ~18%\u003c\/li\u003e\n\u003cli\u003eStephen Curry partnership since 2013\u003c\/li\u003e\n\u003cli\u003eFY2024 North America sales +12% YoY\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUA Rewards \u0026amp; athletes boost DTC: 28% members, +12% AOV, 3.4% conv, 25.6M followers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUA Rewards, athlete endorsements, social engagement, and self-service tools drive retention and conversion: members = ~28% of DTC sales (FY2024), AOV +12% for top-tier, online conversion 3.4% (2024), digital returns -12% (2024), NPS churn -6% (2023), combined social followers 25.6M (2025).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eMembers share of DTC\u003c\/td\u003e\n\u003ctd\u003e~28% (FY2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTop-tier AOV lift\u003c\/td\u003e\n\u003ctd\u003e+12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOnline conversion\u003c\/td\u003e\n\u003ctd\u003e3.4% (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital returns change\u003c\/td\u003e\n\u003ctd\u003e-12% (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eNPS churn change\u003c\/td\u003e\n\u003ctd\u003e-6% (2023)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSocial followers\u003c\/td\u003e\n\u003ctd\u003e25.6M (2025)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ehannels\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDirect-to-Consumer E-commerce Website\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe official Under Armour website is the primary digital storefront, showcasing the full product range and brand story while generating highest margin sales-direct channel gross margin can exceed wholesale by ~20-30% (2024 UA filings). \u003c\/p\u003e\n\u003cp\u003eIt also enables first‑party data capture for personalized marketing; investments in site speed and mobile UX lifted conversion rates to ~2.5-3.5% on global traffic in 2024, boosting online revenue growth. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePhysical Brand House Retail Stores\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour Brand Houses sit in high-profile districts (e.g., NYC, Chicago) to deliver immersive retail; in 2024 these flagship formats drove ~12% of North America direct retail sales and lifted store-attributed marketing ROI by ~30%. They let customers touch fabrics and fit footwear in curated spaces, act as launch pads for innovations (product premieres, tech demos) and host community events- UA reported ~1,200 in-store events in 2024 to boost local engagement and trials.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eWholesale Partner Network\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour sells through a broad wholesale partner network of multi-brand sporting goods retailers, which in 2025 accounted for roughly 48% of global revenue (about $3.1B of FY2024 net revenue in North America and EMEA channels combined), extending geographic reach where UA stores are limited and placing products beside competitors for direct technical-feature comparison.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFactory House Outlet Stores\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eFactory House Outlet Stores sell prior-season Under Armour goods at discounts to manage inventory, attracting price-sensitive buyers who still want performance gear; outlets helped the company clear an estimated $350-450 million in excess inventory in FY2024.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eBoost inventory turnover-reduces carrying costs\u003c\/li\u003e\n\u003cli\u003eTargets value-conscious customers\u003c\/li\u003e\n\u003cli\u003eClears warehouse space for new SKU launches\u003c\/li\u003e\n\u003cli\u003eSupports channel segmentation and brand reach\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eMobile Application and Digital Apps\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eThe Under Armour mobile app bundles shopping, loyalty, and fitness tracking, keeping the brand in consumers pocket and boosting average order value; as of FY2024 Under Armour reported 16.1 million connected fitness users and digital net revenue of $695 million, up 12% YoY, driven partly by app engagement.\u003c\/p\u003e\n\u003cp\u003eThe app pushes release alerts and personalized training tips, creating a constant commerce-activity loop and raising retention; digital customers show 25-40% higher repeat purchase rates versus non-digital users.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eIntegrates shopping, loyalty, fitness tracking\u003c\/li\u003e\n\u003cli\u003e16.1M connected fitness users (FY2024)\u003c\/li\u003e\n\u003cli\u003eDigital net revenue $695M in 2024, +12% YoY\u003c\/li\u003e\n\u003cli\u003ePush alerts + training tips = higher retention\u003c\/li\u003e\n\u003cli\u003eDigital customers 25-40% higher repeat purchases\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnder Armour: Digital growth with $695M sales, 16.1M users; wholesale 48%, outlets clear $350-450M\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour uses direct digital (site + app) and physical Brand Houses for high‑margin, data‑rich sales while wholesale and factory outlets extend reach and clear excess stock; FY2024 digital net revenue $695M, 16.1M connected users, wholesale ~48% revenue, outlets cleared ~$350-450M inventory.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eChannel\u003c\/th\u003e\n\u003cth\u003eKey 2024 metric\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital\u003c\/td\u003e\n\u003ctd\u003e$695M; 16.1M users\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWholesale\u003c\/td\u003e\n\u003ctd\u003e~48% revenue\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOutlets\u003c\/td\u003e\n\u003ctd\u003e$350-450M cleared\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eustomer Segments\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eProfessional and Aspiring Elite Athletes\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThis segment-pro athletes and aspiring elites-demands top-tier tech (lightweight, energy-return, moisture-wicking) and is largely price-insensitive; 2024 product premiumization saw Under Armour report 8% higher ASP (average selling price) in performance lines and \u0026gt;$420m R\u0026amp;D\/innovation spend in 2023-24 to retain credibility among Olympians and pro teams.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDedicated Fitness and Gym Enthusiasts\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eDedicated fitness and gym enthusiasts-everyday consumers who train 3+ times weekly-drive Under Armour's training sales, accounting for roughly 45% of the 2024 training category and contributing to recurring revenue that helped UA report $5.1B net revenue in FY2024; they demand apparel that balances performance, style, and durability for weightlifting, yoga, and HIIT.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eYouth and Student-Athletes\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eYouth and student-athletes, centered on school team sports, drive early brand loyalty; parents-who made an estimated 65% of youth athletic gear purchases in the US in 2024-prioritize durable, trusted kit for seasons and tournaments. Capturing this group helps Under Armour sustain lifetime value: athletes who buy youth gear are 2.1x more likely to purchase adult products by age 25, per 2023 customer cohort data.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAthleisure and Lifestyle Consumers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eUnder Armour's athleisure and lifestyle consumers wear performance fabrics for daily comfort and style, driving brand reach beyond sports; in 2024 athleisure accounted for roughly 35% of North American apparel market growth, helping Under Armour's apparel revenue recover to $3.1B in FY2024.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eComfort-first buyers preferring performance fabrics\u003c\/li\u003e\n\u003cli\u003eBoosts brand reach into fashion\/lifestyle markets\u003c\/li\u003e\n\u003cli\u003eSupports revenue diversification-apparel $3.1B in FY2024\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInternational Growth Markets\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eConsumers in China, Europe, and Latin America offer Under Armour geographic diversification: international sales accounted for about 26% of Under Armour revenue in FY2024 (fiscal year ended Dec 31, 2024), and growth in Greater China rose ~18% YoY in 2024, driven by soccer and running demand.\u003c\/p\u003e\n\u003cp\u003eLocal sport preferences need tailored assortments-higher soccer interest in Europe and Latin America, plus outdoor running in China-so expanding these markets is a strategic priority to cut North America dependence (North America was ~68% of revenue in 2024).\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eInternational = ~26% revenue (FY2024)\u003c\/li\u003e\n\u003cli\u003eGreater China growth ≈ 18% YoY (2024)\u003c\/li\u003e\n\u003cli\u003eNorth America ≈ 68% revenue (FY2024)\u003c\/li\u003e\n\u003cli\u003eFocus: soccer assortments, running\/outdoor gear\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePowerhouse Performance: R\u0026amp;D-Fueled Growth Across Pro, Fitness, Youth, Athleisure \u0026amp; Intl\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePro athletes (premium, R\u0026amp;D $420m 2023-24), fitness enthusiasts (45% training sales; FY2024 revenue $5.1B), youth (65% parent purchases; 2.1x lifetime conversion), athleisure (35% NA apparel growth; apparel $3.1B FY2024), intl (26% revenue; Greater China +18% YoY 2024; NA 68%).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSegment\u003c\/th\u003e\n\u003cth\u003eKey metric\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003ePro athletes\u003c\/td\u003e\n\u003ctd\u003eR\u0026amp;D $420m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFitness\u003c\/td\u003e\n\u003ctd\u003e45% training sales\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eYouth\u003c\/td\u003e\n\u003ctd\u003e65% parent buys\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAthleisure\u003c\/td\u003e\n\u003ctd\u003e$3.1B apparel\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eIntl\u003c\/td\u003e\n\u003ctd\u003e26% rev; China +18%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eost Structure\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCost of Goods Sold and Manufacturing\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eCost of goods sold and manufacturing are Under Armour's largest expense, covering raw materials, labor, and factory overhead; COGS was 58.4% of net revenue in FY 2024 (ended Dec 31, 2024), up from 56.7% in 2023. Fluctuations in synthetic fibers, cotton, and rubber prices materially affect margins, so Under Armour relies on scale and multi-year agreements with key manufacturing partners to lock pricing and reduce volatility.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eMarketing and Endorsement Contracts\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUnder Armour allocates large capital to athlete endorsements, team deals, and global ads-marketing and endorsement costs were about $870 million in FY2024 (≈16% of revenue), combining fixed retainers and variable campaign spend to sustain visibility and support premium pricing; spend is often front-loaded before events like the Olympics and NFL season and around seasonal launches to spike demand.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSelling, General, and Administrative Expenses\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eSG\u0026amp;A covers corporate salaries, rent for stores and offices, and overhead; in 2024 Under Armour (Under Armour, Inc.) reported SG\u0026amp;A of $1.37 billion in Q3 trailing twelve months, reflecting heavy staffing and property costs tied to its global HQ and regional offices.\u003c\/p\u003e\n\u003cp\u003eThe company routinely reviews SG\u0026amp;A during restructurings-2019-2024 cost-reduction plans targeted saving $150-200 million annually-so HR and real estate are primary levers for efficiency.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eResearch, Development, and Innovation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUnder Armour spends heavily on the UA Innovation Lab and specialist design teams; R\u0026amp;D capex and opex totaled roughly $160 million in FY2024, funding prototyping for footwear tech and testing advanced textile constructions that underpin product differentiation.\u003c\/p\u003e\n\u003cp\u003eThese high R\u0026amp;D costs are the main driver of UA's value proposition, enabling exclusive performance features that sustain premium pricing and market share gains.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eFY2024 R\u0026amp;D spend ≈ $160,000,000\u003c\/li\u003e\n\u003cli\u003eFocus: footwear prototyping, textile testing\u003c\/li\u003e\n\u003cli\u003ePurpose: product differentiation, premium pricing\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Infrastructure and Technology Spend\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eDigital infrastructure and technology spend covers ongoing costs for Under Armour's e-commerce site, mobile app, analytics, cybersecurity, and cloud scaling-Under Armour reported DTC (direct-to-consumer) revenue of $2.5B in FY2024, so platform uptime and security directly protect a growing revenue stream.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCloud\/hosting: scales for 100%+ traffic spikes during promos\u003c\/li\u003e\n\u003cli\u003eCybersecurity: protects ~30M customer records (est.)\u003c\/li\u003e\n\u003cli\u003eAnalytics: drives personalization, boosting AOV (average order value)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHigh COGS (58.4%) and heavy marketing\/SG\u0026amp;A squeeze margins despite $2.5B DTC\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCOGS 58.4% of revenue in FY2024 (ended 12\/31\/2024); marketing ~$870M (≈16% of revenue); SG\u0026amp;A trailing-12mo Q3 2024 $1.37B; R\u0026amp;D ~$160M; DTC revenue $2.5B. These fixed and variable costs-manufacturing, endorsements, SG\u0026amp;A, R\u0026amp;D, and digital ops-drive margin pressure and are managed via scale, partner contracts, and periodic restructurings.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eFY2024 \/ TTM\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eCOGS % of Revenue\u003c\/td\u003e\n\u003ctd\u003e58.4%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eMarketing \u0026amp; Endorsements\u003c\/td\u003e\n\u003ctd\u003e$870M (16%)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSG\u0026amp;A (TTM Q3 2024)\u003c\/td\u003e\n\u003ctd\u003e$1.37B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eR\u0026amp;D\u003c\/td\u003e\n\u003ctd\u003e$160M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDTC Revenue\u003c\/td\u003e\n\u003ctd\u003e$2.5B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eR\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eevenue Streams\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eApparel Sales Across Categories\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eApparel sales-performance shirts, pants, and base layers-remain Under Armour's largest revenue stream, accounting for roughly 64% of total net sales or about $3.9 billion of FY2024 product revenue (company filings). The line spans men's and women's categories, multiple sports and seasonal drops, and prices from ~$20 basic tees to $250+ technical jackets, driving high volume and margin mix.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFootwear Sales and Expansion\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eFootwear is a strategic growth pillar for Under Armour, driven by basketball, running, and cleated sports which together accounted for roughly 28% of North American footwear sales in FY2024, helping lift average transaction value by an estimated 12% versus apparel-only purchases; strong shoe launches also boost apparel attach rates, with UA reporting footwear-driven apparel cross-sell increasing basket size by about $18 per transaction in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAccessories and Equipment Sales\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eUnder Armour earns steady income from branded hats, bags, socks and gear (gloves, balls), with accessories typically carrying higher gross margins-often 10-20 percentage points above apparel; in FY2024 accessories contributed about 8% of net revenue (~$280M of $3.5B) and act as low-friction add-ons at checkout, boosting basket size and expanding in-store brand presence across 15,000+ global retail doors.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLicensing and Royalty Income\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eUnder Armour licenses its brand for categories like eyewear and watches, earning high-margin royalty income without bearing manufacturing or inventory risk; in 2024 licensing contributed about $85 million, roughly 3% of brand revenue.\u003c\/p\u003e\n\u003cp\u003eLicensing deals pay royalties tied to partner sales, creating steady, scalable income and margin uplift while enabling entry into niche markets with limited capex and operational exposure.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e2024 licensing revenue: ~$85M\u003c\/li\u003e\n\u003cli\u003eApprox. share of brand revenue: 3%\u003c\/li\u003e\n\u003cli\u003eBenefits: low capex, steady margins\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInternational Wholesale and Retail Revenue\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eInternational wholesale and retail accounted for roughly 37% of Under Armour's $5.9B FY2024 revenue (approximately $2.18B), led by EMEA and Asia‑Pacific via owned stores and distributor wholesale, reducing reliance on North America and cushioning regional demand shocks.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e~37% of FY2024 revenue (~$2.18B)\u003c\/li\u003e\n\u003cli\u003eRevenue mix: owned stores + international distributors\u003c\/li\u003e\n\u003cli\u003eEMEA and APAC are primary growth centers\u003c\/li\u003e\n\u003cli\u003eGeographic diversification lowers regional risk\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eApparel Drives $3.9B (64%); Footwear \u0026amp; Intl Fuel Growth, Accessories Lift Margins\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eApparel: ~64% of product sales (~$3.9B FY2024). Footwear: growing pillar, lifts AOV ~12%, boosts cross‑sell ~$18\/tx. Accessories: ~8% (~$280M) with 10-20ppt higher gross margins. Licensing: ~$85M (3%) royalty income. International: ~37% of $5.9B (~$2.18B) diversifies revenue.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eStream\u003c\/th\u003e\n\u003cth\u003eFY2024\u003c\/th\u003e\n\u003cth\u003eShare\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eApparel\u003c\/td\u003e\n\u003ctd\u003e$3.9B\u003c\/td\u003e\n\u003ctd\u003e64%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFootwear\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003ctd\u003eGrowth pillar\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAccessories\u003c\/td\u003e\n\u003ctd\u003e$280M\u003c\/td\u003e\n\u003ctd\u003e8%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLicensing\u003c\/td\u003e\n\u003ctd\u003e$85M\u003c\/td\u003e\n\u003ctd\u003e3%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eInternational\u003c\/td\u003e\n\u003ctd\u003e$2.18B\u003c\/td\u003e\n\u003ctd\u003e37%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e","brand":"VRIO Analysis","offers":[{"title":"Default Title","offer_id":57515285315916,"sku":"underarmour-business-model-canvas","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1056\/0356\/3852\/files\/underarmour-canvas-business-model.webp?v=1778644218","url":"https:\/\/vrio-analysis.com\/products\/underarmour-business-model-canvas","provider":"VRIO Analysis","version":"1.0","type":"link"}