Under Armour: marketing spending 2012-2021

In 2021, Under Armour invested nearly 650 million U.S. dollars in marketing activities, an increase of roughly 100 million from the previous year.

Under Armour keeps growing – inside and out

Under Armour is an American sporting goods manufacturer based in Baltimore, Maryland. The company has experienced substantial growth over the past five years, and according to the latest financial statements, Under Armour’s net revenue peaked at approximately 5.9 billion U.S. dollars in the fiscal year ended March 2023. This figure puts the company among the top athletic apparel brands worldwide, and even though Under Armour’s financial performance cannot compete with that of leading industry giants like Nike or Adidas, it is coming close to matching that of Puma, the third-largest seller of sports apparel, accessories, and footwear in the business.

The only way is through (advertising)

The global sportswear market is a highly lucrative and, therefore, also immensely competitive industry. In order to succeed, players such as Under Armour are increasingly focusing on marketing activities, especially brand deals and partnerships with high-profile athletes. One of the company’s most publicized cooperations started in 2016 when the company announced a global partnership with actor and former professional wrestler Dwayne “The Rock” Johnson. Under Armour’s all-star roster of spokespeople and brand ambassadors also features basketball star Stephen Curry, NFL heavyweight Tom Brady, and Olympic gold medalist Michael Phelps.