Under Armour Mexico
Under Armour Mexico operates the Mexican regional storefront of NYSE-listed Under Armour, Inc., selling performance athletic apparel, footwear, and accessories through DTC e-commerce, retail outlets, and wholesale channels to men, women, and kids.
- Company typePublic
- Founded1996
- HeadquartersBaltimore, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Under Armour Mexico does
Under Armour Mexico is the Mexican regional operation of Under Armour, Inc., a publicly traded (NYSE: UAA) athletic apparel and footwear company founded in 1996 and headquartered in Baltimore, Maryland, with 10,000+ employees globally. In Mexico, the brand is accessed through a dedicated regional e-commerce storefront (underarmour.com.mx/es-mx), company-operated retail and factory outlet locations, and authorized third-party wholesale channels — a multi-channel distribution model mirrored across North America.
The product portfolio centers on performance athletic apparel, footwear, and accessories organized around proprietary fabric and cushioning technologies. Key technology platforms include HeatGear® (sweat-wicking cooling baselayers), ColdGear® (dual-layer warming), UA Tech™ (lightweight moisture-wicking), UA HOVR™ (energy-return cushioning), and Charged Cushioning (EVA midsole). Sub-brands such as Curry Brand (basketball, with Stephen Curry), Project Rock (training, with Dwayne Johnson), UA Freedom (military/first-responder), and collaborations with Dodge and Marine Serre extend the line into athlete-driven and lifestyle segments. Products are organized horizontally by Men, Women, and Kids, with further segmentation by sport (running, training, golf, soccer, basketball, baseball, yoga, fishing, etc.).
The business model is a hybrid of direct-to-consumer (DTC) — e-commerce with free standard shipping on orders $50+ plus free returns, supported by Klarna installment payments, a UA Rewards loyalty program, and a UNiDAYS student discount — and wholesale through authorized retailers. Unit-pricing spans roughly $20–$45 for kids' apparel, $50–$70 for kids' footwear, and outlet pricing down to $14.99–$29.97 during semi-annual sale events. Customer segments are primarily consumer-persona (men, women, kids) with a smaller Team/Corporate Sales channel for uniforms and bulk branded apparel. No AI/ML, patents, M&A, leadership changes, or Mexico-specific financial disclosures are present in the source data.
Under Armour Mexico firmographics
Firmographics- Name
- Under Armour Mexico
- Legal name
- Under Armour, Inc.
- Website
- https://underarmour.com
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Under Armour Mexico operates the Mexican regional storefront of NYSE-listed Under Armour, Inc., selling performance athletic apparel, footwear, and accessories through DTC e-commerce, retail outlets, and wholesale channels to men, women, and kids.
- Ownership category
- akta.pro rank
Under Armour Mexico industry classification
Industry- Product category
- Athletic Apparel and Footwear
- NAICS
- Apparel Manufacturing (315), Footwear Manufacturing (3162), Sporting and Athletic Goods Manufacturing (33992), Sporting Goods, Hobby, and Musical Instrument Retailers (4591), Shoe Retailers (45821)
- SIC
- Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140), Women's, Misses', And Juniors Outerwear (2330), Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Athletic Footwear & Sport Apparel Retail (CRAMABAC), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Running & Endurance Wear (CRAAAEAD)
Keywords
Where Under Armour Mexico is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Under Armour Mexico business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Under Armour generates revenue through its owned e-commerce platform selling athletic apparel, footwear, and accessories directly to consumers. Orders over $50 qualify for free standard shipping. The company operates regional websites including Mexico (.com.mx).
- Physical Retail Stores: Under Armour operates branded retail stores and factory outlet locations worldwide, selling the full range of athletic performance products directly to consumers in physical storefronts.
- Wholesale/Distribution: Under Armour products are distributed through third-party retail partners and authorized dealers, though specific distributor names are not detailed in available source data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-Price Athletic Apparel |
| Unit Pricing | Pay-as-you-go | Athletic Footwear |
| Unit Pricing | Pay-as-you-go | Outlet/Discounted Products |
| Unit Pricing | Pay-as-you-go | Accessories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Under Armour Mexico product offering
Product offeringCore offering
Under Armour Mexico sells athletic apparel, performance footwear, and accessories for men, women, and kids through its own Mexican e-commerce site, branded retail stores, factory outlets, and authorized wholesale partners. The product mix covers performance sportswear (baselayers, tops, leggings, shorts, hoodies, jackets) and specialized footwear for running, training, basketball, golf, soccer, baseball, and lifestyle wear, differentiated by proprietary fabric and cushioning technologies such as HeatGear®, ColdGear®, UA Tech™, UA HOVR™, and Charged Cushioning.
Product overview
Under Armour is an athletic apparel and footwear company offering a comprehensive product portfolio including performance apparel (tops, bottoms, sports bras, underwear), athletic shoes for various sports (running, basketball, baseball, soccer, golf, training), accessories (bags, backpacks, hats, socks, sunglasses, water bottles), and specialized collections. The company differentiates through proprietary fabric technologies including HeatGear® (cooling), ColdGear® (warming), and UA Tech™ (lightweight moisture-wicking). Key collections include athlete partnerships (Curry Brand, Project Rock), technology-focused lines (UA Vanish, UA Motion), collaborations (UA x Dodge, UA x Marine Serre), and the UA Freedom military-inspired collection. Footwear technology includes UA Charged+, UA HOVR™, and UA Nova SlipSpeed™ cushioning systems.
Differentiator
Problem solved
Functional benefit
Brands
- Curry Brand: Basketball shoe and apparel line under Stephen Curry partnership
- UA Freedom
- Project Rock
- ColdGear
- HeatGear
- UA Tech
Products and services
- Curry Brand Basketball shoe and apparel collection under the Curry Brand partnership with Stephen Curry, targeting basketball athletes and Stephen Curry fans seeking signature performance footwear and apparel.
- UA Freedom Collection Military-inspired athletic apparel collection supporting U.S. military members and first responders, offered to military personnel, veterans, first responders, and patriotic consumers.
- UA Vanish Collection Lightweight, breathable athletic apparel collection designed for training and performance, targeting athletes who need moisture-wicking, flexible apparel during workouts.
- UA Motion Collection (Women's) Women's athletic apparel collection featuring soft, comfortable fabrics with 4-way stretch, designed for active movement during training and everyday active wear.
- Project Rock Collection Training apparel and gear collection developed in partnership with Dwayne 'The Rock' Johnson, targeting training-focused athletes and Project Rock brand fans.
- UA x Dodge Collaboration Collection Football cleats and apparel collaboration combining Under Armour athletic performance with Dodge automotive branding, targeting football athletes and automotive enthusiasts.
- UA x Marine Serre Collaboration Collection Fashion-forward athletic apparel collaboration with French designer Marine Serre, targeting style-driven consumers interested in luxury athleisure crossover designs.
- The Bouncy Tee Men's performance T-shirt engineered to stretch in every direction and recover its shape, marketed as a 5-star tee for all-day athletic and casual wear.
- No Weigh Lite Backpack Lightweight backpack featuring UA Suspension™ straps engineered so carried gear feels lighter, designed for kids and adults for school, sport, and travel use.
- UA Surge Running Shoes Kids' running shoes featuring cushioned midsoles, breathable uppers, and EVA sockliners for step-in comfort, designed for active children and youth runners.
- UA Icon Fleece Collection Fleece hoodie and apparel collection of comfortable, warm athletic wear for cold-weather and lifestyle use.
- UA Matchplay Golf Collection Golf-inspired athletic apparel collection including shorts and pants for boys, targeting young golfers and parents purchasing junior golf apparel.
- UA HeatGear® Performance Baselayers Lightweight performance baselayer apparel line using UA HeatGear® fabric technology to keep athletes cool and wick sweat in hot conditions, targeting runners, trainers, and outdoor athletes.
- UA ColdGear® Performance Apparel Cold-weather performance apparel line using UA ColdGear® dual-layer fabric to keep athletes warm without overheating, targeting runners, outdoor athletes, and cold-weather training consumers.
- UA Tech™ Performance Apparel Lightweight, loose-fitting performance apparel line using UA Tech™ fabric that wicks sweat and stretches with movement, targeting everyday training and active lifestyle consumers.
Companies that use Under Armour Mexico
Customer profileSegments4 records
Ideal customer profiles2 records
Under Armour Mexico technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Under Armour Mexico partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Under Armour Mexico competitors and assessment
Company assessmentDirect peers
- Nike: Nike is the global leader in athletic footwear and apparel, directly competing with Under Armour across running, training, basketball, and lifestyle categories. Both companies sell via DTC e-commerce, owned retail stores, and wholesale to sporting goods retailers, with overlapping proprietary cushioning and apparel technology narratives.
- Lululemon: Lululemon competes directly with Under Armour in women's athletic apparel, sports bras, leggings, and training wear. While Lululemon leads in premium athleisure, both brands target the same active female consumer with proprietary technical fabrics and a heavy DTC/store retail emphasis.
- ASICS: ASICS is a direct competitor in performance running footwear and technical apparel with proprietary cushioning platforms (GEL, FF Blast) analogous to Under Armour's HOVR and Charged lines. Both brands target serious runners and serve the same sporting goods wholesale channel.
- New Balance: New Balance competes with Under Armour in performance running and lifestyle footwear, as well as in athletic apparel. Both brands sell through DTC, factory outlets, and wholesale, with comparable pricing tiers in the $50–$150 running shoe segment.
- Puma: Puma is a global athletic apparel and footwear competitor with overlapping product categories (running, training, soccer) and a similar DTC-plus-wholesale distribution model. Puma's recent brand momentum in performance and lifestyle makes it a directly comparable peer to Under Armour at the mid-tier.
- Adidas: Adidas is a top-two global athletic apparel and footwear brand competing head-to-head with Under Armour in running, training, soccer, and lifestyle. Both brands leverage proprietary footwear platforms (Boost/HOVR), athlete endorsements, and global DTC plus wholesale distribution.
- Champion: Champion competes with Under Armour in athletic basics, fleece, and teamwear apparel at overlapping value price points. Both brands sell through DTC, outlet stores, and mass/wholesale channels with similar promotional cadence.
- Reebok: Reebok competes with Under Armour in training, running, and lifestyle footwear and apparel, with similar price points, DTC e-commerce, and wholesale distribution through sporting goods retailers.
Others
- Foot Locker: Foot Locker is a key wholesale customer and channel partner for Under Armour athletic footwear, particularly basketball and running. While not a brand competitor, Foot Locker's assortment decisions and shelf allocations directly affect UA's volume and pricing power.
Broad incumbents
- Columbia Sportswear: Columbia competes more broadly with Under Armour in outdoor performance apparel and footwear (hiking, trail, cold weather). Where UA offers ColdGear and trail-adjacent categories, Columbia is an established incumbent with deeper outdoor specialty distribution.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Under Armour Mexico social profiles
Digital presenceUnder Armour Mexico financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under Armour Mexico leadership team
Management profileNumber of profiles
Under Armour Mexico funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under Armour Mexico M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Under Armour Mexico
What does Under Armour Mexico do?
Under Armour Mexico sells athletic apparel, performance footwear, and accessories for men, women, and kids through its own Mexican e-commerce site, branded retail stores, factory outlets, and authorized wholesale partners. The product mix covers performance sportswear (baselayers, tops, leggings, shorts, hoodies, jackets) and specialized footwear for running, training, basketball, golf, soccer, baseball, and lifestyle wear, differentiated by proprietary fabric and cushioning technologies such as HeatGear®, ColdGear®, UA Tech™, UA HOVR™, and Charged Cushioning.
Is Under Armour Mexico a public or private company?
Under Armour Mexico is a public company. It is classified as public and is currently operating.
When was Under Armour Mexico founded?
Under Armour Mexico was founded in 1996. It employs 5,001 to 10,000 people.
Where is Under Armour Mexico based?
Under Armour Mexico is headquartered in Baltimore, United States, in the North America region.
How does Under Armour Mexico make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are physical Retail Stores and wholesale/Distribution.
Who are Under Armour Mexico's main competitors?
Direct peers on record are Nike, Lululemon, ASICS, New Balance, Puma, Adidas, Champion and Reebok. Foot Locker is listed as an others. Columbia Sportswear is listed as a broad incumbent.
Does Under Armour Mexico have an API?
No public API is recorded for Under Armour Mexico.
What industry is Under Armour Mexico in?
Under Armour Mexico's product category is Athletic Apparel and Footwear. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 315 and its SIC code is 3949.