Under Armour Unveils Ambitious Vision for 2024: Unlocking Human Potential Through Innovation and Inclusivity
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Under Armour Unveils Ambitious Vision for 2024: Unlocking Human Potential Through Innovation and Inclusivity

Baltimore, MD, January 10, 2023 โ Under Armour, Inc. (NYSE: UAA) today announced its strategic vision for 2024, outlining a bold roadmap to unlock human potential through a transformative combination of cutting-edge innovation, inclusive experiences, and sustainable practices.
Innovation at the Core
Under Armour remains steadfast in its commitment to delivering best-in-class products and experiences that empower athletes at all levels. The company’s innovation pipeline is fueled by a deep understanding of the human body and the science of performance.
"Our innovation agenda is driven by a relentless pursuit of performance excellence," said Patrik Frisk, President and CEO of Under Armour. "We are investing heavily in research and development to create products that enhance athleticism, optimize recovery, and elevate the overall athlete experience."
Under Armour’s innovation roadmap includes:
- Advanced Materials and Technologies: Leveraging cutting-edge materials and technologies, such as UA HOVR and UA RUSH, to enhance performance, comfort, and durability.
- Personalized Experiences: Utilizing data analytics and AI to tailor products and services to individual athlete needs, preferences, and goals.
- Connected Fitness: Expanding the company’s suite of connected fitness solutions to provide athletes with real-time insights, personalized training plans, and virtual coaching.
Inclusivity as a Cornerstone
Under Armour believes that everyone deserves the opportunity to reach their full potential, regardless of their background, identity, or ability. The company is committed to creating an inclusive environment where all athletes feel welcomed, respected, and empowered.
"Inclusivity is not just a buzzword for us," said Stephanie Linnartz, President of Global Operations at Under Armour. "It’s a core value that drives everything we do, from product design to marketing campaigns to employee initiatives."
Under Armour’s inclusivity initiatives include:
- Gender Equity: Promoting gender equity through initiatives such as the UA Next Play Academy, which supports female athletes and coaches.
- Adaptive Sports: Partnering with organizations like the Challenged Athletes Foundation to develop and provide adaptive sports equipment and programs.
- Diversity and Inclusion: Fostering a diverse and inclusive workforce that reflects the global community of athletes.
Sustainability for the Future
Under Armour recognizes the importance of environmental stewardship and is committed to operating sustainably throughout its value chain. The company has set ambitious sustainability goals for 2024, including:
- Reducing Carbon Footprint: Aiming to reduce greenhouse gas emissions by 30% by 2024, with a long-term goal of achieving net zero emissions by 2050.
- Sustainable Materials: Increasing the use of sustainable materials, such as recycled polyester and organic cotton, in its products.
- Waste Reduction: Minimizing waste throughout its operations, with a goal of zero waste to landfill by 2025.
"Sustainability is an integral part of our business strategy," said Kevin Plank, Executive Chairman and Brand Chief of Under Armour. "We believe that by operating sustainably, we can create a positive impact on our planet and future generations."
Financial Outlook
Under Armour anticipates strong financial performance in the coming years, driven by its innovation agenda, inclusive approach, and commitment to sustainability. The company projects:
- Revenue growth in the mid-single digits by 2024
- Operating margin expansion of 100-150 basis points by 2024
- Continued strong cash flow generation
"We are confident in our ability to deliver sustainable, profitable growth," said David Bergman, Chief Financial Officer of Under Armour. "Our focus on innovation, inclusivity, and sustainability will drive long-term value for our shareholders and stakeholders."
Conclusion
Under Armour’s 2024 vision is a bold and ambitious roadmap to unlock human potential through innovation, inclusivity, and sustainability. The company is committed to delivering best-in-class products and experiences that empower athletes of all levels, while creating a positive impact on the world around it.
"We believe that the future of athleticism is bright," said Frisk. "By embracing innovation, inclusivity, and sustainability, we will continue to inspire and empower athletes to reach their full potential."


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