Under Armour Mission and Vision Statement Analysis

Under Armour mission statement is “to make all athletes better through passion, design and the relentless pursuit of innovation.” The statement focuses on the various ways that the company uses to make a difference in the sports sector. It particularly emphasizes on the need to direct its effects on the first-hand beneficiary of its products. Based on this mission statement, the following characteristics emerge:

  1. Make all athletes better. In this component, Under Armour makes it clear that the company does not in any way favor or discriminate any athletes when it comes to giving them the best products. This declaration agrees with the fact that the company has a wide range of categories in all its stores. There is virtually something for everyone, making Under Armour a favorite online store to go for all athletic products needs.
  2. Focusing on passion. All the products that Under Armour showcases have one thing in common – they are a reflection of the passion the company has always demonstrated in the sector. It is not a wonder the quality they have is undoubtedly unmatched, and of the top-level. Particularly, the company understands the needs of different sports and individual athletes. The bottom line is that Under Armour remains passionate about getting the best out of everything it touches.
  3. Unique design. It is clear Under Armour is not a duplication of the many sports companies existing today. The firm has carved itself a name among the best as shown by the brand the company represents. The design that it progressively strives to improve can only be described as a masterpiece or simply, only one of its kind. This is directly related to the second component of the Under Armour mission statement as the exceptionality of the company adds to the passion. 
  4. The relentless pursuit of innovation. At the base of everything Under Armour is known for, there is innovation. With innovation, the management has been able to create a brand that identifies what the company holds dear. For instance, the company is leading in the creativity it is putting in the fabric and footwear, especially with its latest cutting edge tech that gives the gear it produces an efficiency beyond the norm.


Under Armour is a corporation whose mission and vision statements continues to demonstrate the leadership role take-up by the company in the sports sector. They both reveal how the company considers itself responsible for stimulating changes in the sports arena through its innovativeness and dedication to improving the athleticism of all individuals.

True to this observation, Under Armour is the fastest rising company competitively, something that keeps the rest firms on their toes. Since it first came into the limelight for its outstanding products in 1996, Under Armour has never taken anything for granted, and that is why the company of its current position and market influence today. Essentially, the rise of Under Armour is all because of its mission and vision statements.

From a theoretical viewpoint, the vision statement of a corporation brings to light the future achievement of a company. On the other hand, its mission statement comprises the strategic plans of how the management would take the company to the set vision. In this case analysis of Under Armour, the vision statement of the company points out what it desires to be known for – a source of inspiration beyond common understanding.

Its mission statement, on the other hand, shows the exact processes and actions the company would exploit to be the best choice for athletes. The core values of this company are a factor that cannot be overlooked easily. They are essentially the aspects the management uses to ensure the environment within the company remains supportive and in harmony with the mission and vision statements. In fact, their presence has been instrumental in the operationalization of Under Armour mission and vision statements.

Vision Statement

Under Armour vision statement is “to inspire you with performance solutions you never knew you needed and can’t imagine living without.” The vision statement shows how influential and impactful the company can be to the overall performance of an athlete. Particularly, it refers to the ability of the company to be a change-maker wherever and whenever its products are part of the game. The following elements form part of this vision statement:

  1. Inspire with performance solutions. Under Armour is a company that does not rely on being repetitive and doing what everyone else does. Through its innovation prowess, the firm is always on the lookout for the most adaptive product designs to get rid of persistent and recurrent sports errors. In fact, its innovation section is specially purposed to offer the best and most competitive sports solutions.
  2. Beyond local expectations. Under Armour recognizes that few sportspeople recognize the efforts that go into creating the products they use. In the same way, few are aware of the technicalities and improvements that can be effected to boost their performance, and this is where Under Armour comes in – treating these individuals and teams to benefits beyond their understanding.
  3. Dependability. The company ensures that the high quality associated with it and its products gives the customers a worthwhile experience. By doing so, the company ensures the products are part and parcel of the victory, something that boosts their reliability.

Core values

Under Armour core values comprise “love athletes, stand for equality, fight on together, create fearlessly, always connect, stay true, think beyond, and celebrate the wins. “ All these are critical aspects that have kept the company together and performing at its level best. They contribute to this in various ways:

 Under Armour recognizes that the success of the company can only be guaranteed in the presence of several guiding principles. It explains why the management makes sports its number one priority, promotes inclusivity and an element of togetherness and corporation in all its activities. Together with the call by the company to remain ambitious, focused and appreciative of the outcome, these aspects have created a healthy environment characterized by the fruition of everything the company touches.


  • Bart, C. K. (1997). Industrial firms and the power of mission. Industrial Marketing Management, 26(4), 371-383.
  • Braun, S., Wesche, J. S., Frey, D., Weisweiler, S., & Peus, C. (2012). Effectiveness of mission statements in organizations–A review. Journal of Management & Organization, 18(4), 430-444.
  • Campbell, A., & Alexander, M. (1997). What’s wrong with strategy?. Harvard Business Review, 75(6), 42-50.
  • Chun, R., & Davies, G. (2001). E-reputation: The role of mission and vision statements in positioning strategy. Journal of Brand Management, 8(4), 315-333.
  • Cole, G. (2002). Online mission statements: Briefly stated. First Monday, 7(8).
  • Darbi, W. P. K. (2012). Of mission and vision statements and their potential impact on employee behaviour and attitudes: The case of a public but profit-oriented tertiary institution. International Journal of Business and Social Science, 3(14).
  • Grusenmeyer, D. (2009). Mission, vision, values & goals.
  • Hart, S., & Banbury, C. (1994). How strategy‐making processes can make a difference. Strategic management journal, 15(4), 251-269.
  • Ireland, R. D., & Hitt, M. A. (1992). Mission statements: Importance, challenge, and recommendations for development. Business Horizons, 35(3), 34-43.
  • Mullane, J. V. (2002). The mission statement is a strategic tool: when used properly. Management Decision, 40(5), 448-455.
  • S Eric Anderson PhD, M. B. A., & Brad Jamison PhD, M. B. A. (2015). Do the top US corporations often use the same words in their vision, mission and value statements?. Journal of Marketing and Management, 6(1), 1.
  • Salem Khalifa, A. (2011). Three Fs for the mission statement: what’s next?. Journal of Strategy and Management, 4(1), 25-43.
  • Scandura, T. A., Gitlow, H., Choi Yau, S., & Greengarten-Jackson, J. (1996). Mission statements in service and industrial corporations. International Journal of Quality Science, 1(1), 48-61.
  • Taiwo, A. A., Lawal, F. A., & Agwu, E. (2016). Vision and Mission in Organization: Myth or Heuristic Device?. The International Journal of Business & Management, 4(3).
  • Under Armour – Home.
  • VISION, L., & TODAY’S, S. A. C. R. I. (1996). Demystifying the development of an organizational vision. Sloan management review.
Visited 451 times, 1 visit(s) today

Add a Comment

Your email address will not be published. Required fields are marked *