Under Armour Value Chain Analysis
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This Under Armour Value Chain Analysis helps you understand how the company creates value through its support and primary activities in a clear, practical framework. The page already shows a real preview of the analysis, so you can see the actual content and format before buying. Purchase the full version to get the complete ready-to-use report.
Support Activities
Firm Infrastructure
Under Armour's Baltimore headquarters acts as the control hub for North America, EMEA, and Asia, and it anchors the Protect This House 3 reset. As of fiscal 2025, the Company held over $800 million in liquidity, which helped management keep pricing discipline and tighten spend. That firm-infrastructure base is steering resources away from lower-quality wholesale and toward higher-margin digital and owned channels.
Human Resource Management
Under Armour kept its workforce near 6,500 in FY2025, helping support a leaner setup with more focus on product and athlete storytelling. The company's 450-plus global stores rely on retail training and development to keep service and brand delivery consistent. New C-suite and board hires have pushed technical excellence and athlete engagement, backing a performance-led culture.
Technology Development
Under Armour spends about $100 million a year on materials science and R&D, which supports proprietary fabrics like HeatGear and moisture-wicking yarns. In its March 2026 roadmap, the company is pushing AI-driven personalization and advanced manufacturing to shorten product design cycles and improve speed to market. Neolast and other sustainable fiber work also help Under Armour meet shifting consumer demand and lower environmental regulatory risk in core markets.
Procurement
Under Armour's procurement team sources synthetic fibers and technical foams from about 24 primary raw material partners, mostly in Asia-Pacific, which keeps inputs aligned with product specs and scale. By Jan. 2026, it had shifted team uniform production to licensees such as BSN Sports, cutting operating complexity while keeping control of materials and design. That move helps offset an estimated $80 million in tariff headwinds by moving output into more favorable trade zones.
Under Armour Keeps Support Lean to Protect Margins
Under Armour's support activities stayed lean in FY2025, with about 6,500 employees, $100 million in annual R&D, and over $800 million in liquidity. Procurement and outsourced production help limit complexity and protect margins, while retail training supports 450-plus stores. The Baltimore HQ still anchors control, spending discipline, and the 3 reset.
| FY2025 | Key support data |
|---|---|
| Liquidity | $800M+ |
| Employees | ~6,500 |
| R&D | $100M |
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Primary Activities
Inbound Logistics
Under Armour's inbound logistics is built around long-term suppliers of moisture-wicking synthetics and third-party factories, with more than 90% of products made by contract manufacturers. In fiscal 2025, the company kept inventory tight and used demand-led planning to match raw-material buys to sell-through, not push excess stock into the chain. By March 2026, faster freight partners helped cut lead times and reduce landing-cost swings as geopolitics kept shipping rates volatile.
Operations
Under Armour's operations rely on third-party contract manufacturers in regional clusters, which lets the Company make performance apparel, footwear, and accessories with tight quality control and lower fixed-asset risk. In FY2025, Under Armour cut total SKUs by about 25%, shifting capacity toward high-velocity technical products and away from seasonal fashion items. That sharper mix should reduce factory waste and keep capital tied to higher-margin, performance-led goods.
Outbound Logistics
Under Armour's outbound logistics use an omnichannel network that serves more than 24,000 points of distribution and about 450 owned stores, helping it move FY2025 revenue of $5.2 billion across wholesale, retail, and digital channels.
In March 2026, the company exited its Rialto, California facility to centralize logistics and cut overhead.
E-commerce fulfillment and buy online, pick up in-store also speed delivery.
Marketing and Sales
Under Armour's marketing and sales center on "Protect This House," now backed by a $500 million annual push aimed at athletes aged 16-35. Sales mix is split between wholesale and direct-to-consumer, with DTC at about 42% of revenue by March 2026, while ambassadors like Stephen Curry and Aliyah Boston help lift brand heat and support premium pricing.
Service
Under Armour's service layer turns post-sale support into repeat sales through UA Rewards, which topped 5 million active members in 2025 and helps keep athletes engaged over time.
Its digital apps, led by MapMyRun, use workout data to deliver performance insights and product picks that feel personal, not generic.
Tiered benefits and quick customer support lift retention and increase lifetime value for core consumers.
Under Armour Drives $5.2B Sales with DTC Growth and Loyalty
Under Armour's primary activities in FY2025 centered on moving $5.2 billion of revenue through wholesale, DTC, and digital channels while tightening its product mix and store network. Marketing stayed brand-led, with a $500 million annual spend and DTC at about 42% of sales by March 2026. Service tools like UA Rewards, with 5 million active members, helped drive repeat buys.
| Area | FY2025 fact |
|---|---|
| Revenue | $5.2 billion |
| DTC mix | About 42% |
| Marketing spend | $500 million |
| UA Rewards | 5 million members |
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Frequently Asked Questions
Direct-to-Consumer expansion and a 25% SKU reduction support the value chain's pivot toward high-margin premium performance products. These structural adjustments aim to restore the gross margin above 46.5% following major 2025 restructuring charges. The consolidation of logistics, specifically closing the Rialto warehouse in March 2026, further optimizes operational overhead for the Baltimore-based sports house.
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