Under Armour Value Chain Analysis
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This Under Armour Value Chain Analysis helps you understand how the company creates value across support and primary activities in one practical framework. This page already shows a real preview of the actual analysis, so you can review the format and content before buying. Purchase the full version to access the complete ready-to-use report.
Support Activities
Firm Infrastructure
Under Armour's firm infrastructure steers brand strategy, finance, planning, legal, and risk control across a global business that posted $5.2 billion in FY2025 revenue. That back-office discipline matters because Under Armour mixes direct-to-consumer and wholesale, so inventory, pricing, and capital spending must stay aligned. In FY2025, selling, general, and administrative expense was about $2.3 billion, showing how much coordination this layer demands.
Human Resource Management
Under Armour's Human Resource Management matters because product designers, merchandisers, digital teams, sales staff, and retail associates turn a $5.2 billion fiscal 2025 business into a consistent performance brand. Talent quality shapes faster product cycles, stronger athlete credibility, and cleaner execution across underarmour.com, Brand House stores, and wholesale partners. In fiscal 2025, that meant every hire had a direct link to innovation speed, conversion, and brand control.
Technology Development
Under Armour uses technology development to improve materials, fit, testing, e-commerce, and demand forecasting. In FY2025, revenue was about $5.2 billion, showing how product data and digital tools matter across apparel, footwear, and accessories. Better testing and forecasting help reduce product friction, support performance claims, and tighten inventory mix.
Procurement
Under Armour's procurement sources fabrics, trims, components, packaging, and contract manufacturing, which is key for its 2025 net revenue of about $5.3 billion and 3 product categories: apparel, footwear, and accessories. Tight sourcing supports quality and helps protect the 2025 gross margin of roughly 47.1% while keeping supply available across wholesale, direct-to-consumer, and international channels. Because most production is outsourced, supplier terms and lead times directly affect cost control and fill rates.
How Under Armour's support engine protected a $5.2B business
Under Armour's support activities in FY2025 focused on keeping a $5.2 billion business tight: brand, finance, legal, HR, digital, and sourcing all had to work fast. SG&A was about $2.3 billion, which shows how much overhead sits behind product, channels, and risk control. Technology and procurement also mattered because gross margin stayed near 47.1% even with outsourced production.
| Support activity | FY2025 data |
|---|---|
| Infrastructure | $2.3B SG&A |
| Technology | 47.1% gross margin |
| Procurement | $5.2B revenue base |
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Primary Activities
Inbound Logistics
Under Armour sources raw materials and components through a global supplier network, then routes them to third-party factories and distribution points. In fiscal 2025, Under Armour generated $5.16 billion in revenue, so tight inbound logistics matters for speed, quality, and inventory flow across apparel, footwear, and accessories. Strong supplier control helps keep lead times short and supports seasonal product refreshes without weakening consistency.
Operations
Under Armour's operations use third-party manufacturing partners, while internal teams run design, product development, quality control, and supply planning. In FY2025, Under Armour generated about $5.2 billion in revenue and held gross margin near 48%, so partner coordination and launch timing still matter a lot for cost and execution. That setup gives flexibility, but it also raises the stakes on quality and inventory control.
Outbound Logistics
Under Armour moves finished goods from contract producers to distribution centers, then to wholesale accounts, the website, and brand houses. In FY2025, net revenues were about $5.2 billion, so outbound logistics must keep product flowing fast across all three sales routes. Better fill rates and faster delivery help balance inventory and protect service levels when demand shifts.
Marketing and Sales
Under Armour's Marketing and Sales drive demand with athlete-led campaigns, digital commerce, and wholesale reach. In FY2025, net revenue was about $5.1 billion, and the brand used clear performance positioning to defend shelf space and convert shoppers across its three main channels in a crowded, promo-heavy sportswear market.
Service
Under Armour uses returns, exchanges, online help, and product issue resolution to keep buyers coming back, especially in footwear and apparel where fit and comfort drive loyalty. In FY2025, Under Armour generated about $5.2 billion in net revenue, so even small gains in repeat purchase rates across DTC and wholesale matter. Strong service also protects margins by cutting churn and product complaints.
Under Armour FY2025: Sourcing, Outsourcing, and $5.16B in Revenue
Under Armour's primary activities in FY2025 centered on sourcing, outsourced manufacturing, and tight quality control, while net revenue reached $5.16 billion. Distribution and sales moved product through wholesale, DTC, and brand houses, so speed and fill rates stayed critical. Marketing, digital commerce, and customer service supported demand and repeat покупation across apparel, footwear, and accessories.
| Primary activity | FY2025 signal |
|---|---|
| Inbound logistics | Global supplier network |
| Operations | Outsourced manufacturing |
| Outbound logistics | Wholesale, DTC, brand houses |
| Marketing and sales | $5.16 billion revenue |
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Frequently Asked Questions
Technology development and procurement support Under Armour's value chain most. They keep performance products innovative while controlling material availability, cost, and speed across 4 support functions and 5 primary activities. Because Under Armour sells 3 product groups through 2 major routes to market, coordination between design, sourcing, and planning is especially important.
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