Under Armour Value Chain Analysis
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This Under Armour Value Chain Analysis helps you quickly understand how the company creates value through its support activities and primary activities. The page already shows a real preview of the actual analysis, so you can review the content and format before buying. Purchase the full version to get the complete ready-to-use report.
Support Activities
Firm Infrastructure
Under Armour runs a lean corporate structure across North America, EMEA, and Asia-Pacific, which helps keep financial reporting tight and executive control centralized. In fiscal 2025, revenue was about $5.2 billion, so that structure mattered more as sales fell 9% and the company pushed for cleaner cost control. This setup supports its plan to rebuild operating margin toward high single digits.
Human Resource Management
Under Armour builds its human capital around specialized hires in material science and footwear design, which helps protect its edge in high-performance gear. In FY2025, the company said it had about 15,000 employees worldwide, and training programs keep retail staff and designers aligned with the Under Armour brand and innovation focus. That talent base supports a business that reported about $5.2 billion in FY2025 revenue, so the quality of people matters directly to execution.
Technology Development
Under Armour's Baltimore and Portland R&D teams power product tech like ISO-CHILL and advanced footwear cushioning, which help support its FY2025 net revenue of $5.2 billion. The company also keeps building its digital stack, using AI-led inventory analytics to cut markdown pressure and improve sell-through across e-commerce channels. That matters because tighter inventory control protects margins while faster product testing helps new gear reach shelves sooner.
Procurement
Under Armour's procurement centers on relationship management with about 40 tier-one factories, helping it secure high-quality production for technical gear. In FY2025, revenue was $5.2 billion, so centralized raw-material buying for core textiles matters for scale and cost control. This setup also lowers supply-chain risk by spreading sourcing across key manufacturing hubs.
Under Armour's Lean Support Engine Keeps Costs Tight and Innovation Focused
Under Armour's support activities stay lean: centralized corporate control, about 15,000 employees, and FY2025 revenue of $5.2 billion.
| Support area | FY2025 fact |
|---|---|
| Workforce | About 15,000 |
| Supplier base | About 40 tier-one factories |
| Revenue | $5.2 billion |
Its Baltimore and Portland R&D teams support product tech and digital tools, while procurement manages key materials and factory ties to control cost and quality.
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Primary Activities
Inbound Logistics
Under Armour's inbound logistics starts with finished goods flowing from contract manufacturers in Vietnam, Jordan, and Indonesia to global distribution centers. The company uses advanced tracking to stage more than 12,000 unique SKUs, which helps keep product mix tight before units move to wholesale or direct-to-consumer channels.
This setup cuts handling errors and supports faster replenishment across regions. For a brand with a broad footwear, apparel, and accessories line, that SKU control matters because small delays can ripple through sales.
The result is a leaner supply chain that helps match inventory to demand and reduce stockouts.
Operations
Under Armour's Operations center on product engineering, design, and project management, while third-party factories do the actual sewing and assembly. In fiscal 2025, Under Armour reported about $5.2 billion in revenue, and its gross margin stayed near 47%, showing how sourcing and execution shape profit. This outsourced model lets Under Armour shift production volumes faster as demand changes, without owning heavy plants.
Outbound Logistics
Under Armour's outbound logistics in FY2025 relied on wholesale partners, more than 400 global factory house stores, and direct e-commerce channels to reach about 15,000 retail doors. Its omnichannel setup helped keep North American digital shipping at roughly 2-3 days, which supports faster fulfillment and lower last-mile friction. This network lets Under Armour move product efficiently while balancing store inventory with online demand.
Marketing and Sales
Under Armour's marketing and sales engine leans on elite athlete deals like Stephen Curry and college sponsorships to keep the brand tied to performance sport. In FY2025, Company Name reported $5.1 billion in revenue, and that brand pull helps support premium pricing rather than competing only on discounting. Direct-to-consumer stays central to the mix, giving Company Name more control over product drops, margins, and customer data.
Service
In fiscal 2025, Under Armour used UA Rewards to drive high-touch digital service, giving millions of members personalized offers and content that help lift repeat purchases. That service layer supports a roughly $5.2 billion revenue base by keeping athletes engaged after the sale.
Fast returns and warranty handling reduce friction for performance buyers, which matters in a category where trust and fit drive loyalty. Better post-purchase support helps protect lifetime customer value, not just one-off orders.
Under Armour FY2025: $5.2B Revenue, 47% Gross Margin
Under Armour's primary activities in FY2025 were product design, outsourced manufacturing, channel fulfillment, brand selling, and after-sales support. Revenue was about $5.2 billion, with gross margin near 47%, showing how sourcing and mix drove profit. Its network reached about 15,000 retail doors, plus DTC and factory stores, to move product faster. UA Rewards and service helped keep repeat buyers engaged.
| FY2025 | Key data |
|---|---|
| Revenue | About $5.2B |
| Gross margin | Near 47% |
| Retail doors | About 15,000 |
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Frequently Asked Questions
Under Armour differentiates itself through proprietary technology development and performance-led marketing activities. By investing over $100 million annually in research and brand storytelling, the company maintains its niche as a high-performance brand rather than a lifestyle-only label. This strategic focus ensures that technical products like HOVR footwear command premium pricing in a crowded global sportswear market with high barriers to entry.
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