Under Armour is a popular sportswear brand that has been making waves in the industry for over two decades. However, despite its prominence, many are left wondering if Under Armour is a Christian company. In this article, we will explore the history of Under Armour, its founder and CEO, and its mission statement and values. We will also investigate any religious references in Under Armour’s marketing and controversies surrounding its relationship with Christianity.
Some argue that the brand’s founder, Kevin Plank, is a devout Christian and has instilled his values into the company’s culture. Others claim that Under Armour’s religious affiliations are simply a marketing ploy. Regardless, it’s important to understand the truth behind the company’s stance on Christianity, as it can affect consumer behavior and loyalty.
Join us on this journey as we uncover the truth about Under Armour’s connection to Christianity and what it means for the brand’s image and reputation.
Don’t miss out on this compelling article that will leave you with a deeper understanding of Under Armour’s identity and values. Read on to discover the shocking truth.
Table of Contents
The History of Under Armour
Founded in 1996 by former University of Maryland football player Kevin Plank, Under Armour started as a simple idea to make a better t-shirt that would keep athletes cool, dry, and light. Plank began the business in the basement of his grandmother’s townhouse in Washington, D.C. and launched his first product, the now-famous Under Armour HeatGear® T-shirt, in 199The company quickly grew, with revenues surpassing $1 billion in 2010.
Today, Under Armour is one of the world’s leading athletic performance apparel and footwear brands, with products sold in over 100 countries. While the company is best known for its innovative athletic gear, many have wondered about the company’s religious affiliation. Does Under Armour have ties to Christianity?
The Founder’s Religious Beliefs
While Under Armour as a company doesn’t identify with any specific religion, the founder Kevin Plank is a devout Catholic who has spoken about the role his faith has played in his life and business decisions. In interviews, Plank has credited his religious upbringing with instilling in him values such as hard work, perseverance, and humility, all of which have contributed to his success as an entrepreneur.
Controversy Surrounding Under Armour and Christianity
- 2014 Controversy: In 2014, Under Armour received backlash after CEO Kevin Plank made comments in support of a controversial bill in Maryland that opponents argued would discriminate against same-sex couples. Plank’s stance on the issue was seen as conflicting with the company’s image as a supporter of diversity and inclusion.
- 2021 Controversy: More recently, in 2021, Under Armour faced criticism after a leaked company-wide email from CEO Patrik Frisk included references to the Bible and included a quote from a religious text. Many employees expressed concerns about the email, with some feeling uncomfortable with the religious tone and others worried about the implications for the company’s stance on diversity and inclusion.
Conclusion
While Under Armour has no formal affiliation with Christianity, the religious beliefs of its founder have played a role in shaping the company’s values and culture. However, the company has also faced controversy related to religion and its stance on social issues, which has led to some questioning its commitment to diversity and inclusion. Regardless of these controversies, Under Armour remains a leading player in the athletic performance apparel and footwear industry.
Under Armour’s Founder and CEO, Kevin Plank
Kevin Plank is the founder and CEO of Under Armour, a global athletic apparel company headquartered in Baltimore, Maryland. Born in Kensington, Maryland, Plank had a passion for football from an early age and went on to play for the University of Maryland. While playing football, he became frustrated with the sweat-soaked cotton shirts he wore under his pads and set out to create a better alternative.
After graduating, Plank started his own business selling sports apparel out of the trunk of his car. In 1996, he founded Under Armour and launched the first compression shirt, which quickly became a hit with athletes. Under Plank’s leadership, the company has grown from a small start-up to a global powerhouse with revenue of over $5 billion.
The Vision Behind Under Armour
Plank’s vision for Under Armour was to create high-performance athletic wear that would help athletes perform better and feel more comfortable. He believed that traditional cotton clothing was holding athletes back and saw an opportunity to create something better. Under Armour’s signature moisture-wicking fabric quickly became a hit with athletes and has since become a staple in the athletic apparel industry.
Philanthropy and Community Involvement
- Plank has been a longtime supporter of the University of Maryland, his alma mater, and has donated millions to the school over the years.
- Under Armour has also been heavily involved in the community, supporting various causes and organizations through the UA Give Back program.
- In response to the COVID-19 pandemic, Under Armour pivoted its manufacturing to produce masks and other protective gear for healthcare workers and first responders.
Controversies and Criticisms
- In 2019, Under Armour faced criticism after it was revealed that the company had expensed strip club visits for employees and clients. Plank apologized and pledged to make changes to the company’s culture.
- Under Armour has also faced criticism for its labor practices, with some alleging that the company has exploited workers in its factories overseas. The company has pledged to improve working conditions and has taken steps to increase transparency in its supply chain.
- Finally, there has been controversy over the company’s relationship with religion. While Plank is a devout Christian and has spoken publicly about his faith, the company has faced accusations of promoting a Christian agenda. However, the company has denied these allegations and maintains that it is an inclusive and diverse organization.
Despite these controversies, Under Armour has remained a popular and successful brand, with a loyal following of athletes and fitness enthusiasts. As the company continues to evolve, it will be interesting to see how it adapts to new challenges and opportunities in the athletic apparel industry.
Under Armour’s Mission Statement and Values
Under Armour is a company founded on a mission to make athletes better. The company’s founder, Kevin Plank, has always believed that athletes deserve better than what was available to them. Under Armour’s mission statement reflects this belief:
“To make all athletes better through passion, design, and the relentless pursuit of innovation.”
Mission Statement
- Under Armour’s mission is to make athletes better.
- The company achieves this by pursuing innovation in design and technology.
- The company’s passion for sport drives everything it does.
Values
Under Armour’s values are built around the idea that success comes from hard work, determination, and a relentless pursuit of excellence. These values are reflected in everything the company does:
- Performance: Under Armour is committed to designing products that help athletes perform at their best.
- Innovation: The company is dedicated to staying at the forefront of technology and design in the sports industry.
- Inspiration: Under Armour aims to inspire and empower athletes to achieve their full potential.
- Integrity: The company operates with integrity and transparency in all aspects of its business.
Overall, Under Armour’s mission and values are a reflection of the company’s commitment to providing athletes with the tools and inspiration they need to succeed. By staying true to these values, the company has established itself as a leader in the sports industry and a brand that athletes can trust.
Religious References in Under Armour’s Marketing
Under Armour has been known to include religious references in their marketing campaigns. One example is the brand’s slogan “I Will,” which is inspired by a Bible verse, “I can do all things through Christ who strengthens me” (Philippians 4:13). This slogan has been used in various campaigns and is a staple of Under Armour’s branding.
However, the inclusion of religious references in marketing has been controversial. While some consumers appreciate the nod to faith, others find it inappropriate and exclusionary. In response to criticism, Under Armour has stated that their goal is to inspire and empower people of all backgrounds, not just those who share the same religious beliefs.
Use of Religious Imagery
Another way that Under Armour has included religious references in their marketing is through the use of religious imagery. For example, the brand has used images of stained glass windows and church bells in their advertising campaigns. These images are meant to evoke feelings of strength, dedication, and perseverance, which are qualities that the brand associates with faith.
Athlete Testimonials
Under Armour has also featured religious references in athlete testimonials. Many of their sponsored athletes are known for their religious beliefs, and they often speak about the role that faith plays in their lives. Under Armour has used these testimonials to highlight the importance of determination, hard work, and faith in achieving success.
Balancing Faith and Inclusion
While Under Armour has faced criticism for their use of religious references in marketing, they have also worked to balance their faith-based messaging with a commitment to inclusion. The brand has stated that their goal is to inspire and empower people of all backgrounds, regardless of their religious beliefs. They have also taken steps to feature a diverse range of athletes in their marketing campaigns, including those from different religious and cultural backgrounds.
In conclusion, Under Armour’s use of religious references in marketing is a reflection of the brand’s values and mission. While some may find it controversial, the brand’s goal is to inspire and empower people of all backgrounds, and they have taken steps to ensure that their messaging is inclusive and respectful to all.
Controversies Surrounding Under Armour’s Relationship with Christianity
Under Armour’s relationship with Christianity has been a subject of controversy over the years. Some critics have accused the brand of using religious references in its marketing as a way to appeal to Christian consumers while others have argued that the company’s founder, Kevin Plank, has made questionable statements about his faith.
Despite Under Armour’s attempts to distance itself from any specific religion, the brand’s use of religious imagery and language in its marketing has caused concern among some consumers and religious groups. Here are three major controversies surrounding Under Armour’s relationship with Christianity:
Cross Logo
In 2017, Under Armour faced criticism for a cross logo that appeared on some of its products. Some consumers felt that the logo was too religious and that it alienated non-Christian consumers. Under Armour defended the logo, stating that it was meant to represent the brand’s commitment to performance and excellence.
Kevin Plank’s Religious Beliefs
Under Armour’s founder, Kevin Plank, has been known to make controversial statements about his religious beliefs. In a 2014 interview with CNBC, Plank referred to himself as a “proud Christian” and stated that his faith was a major part of his life and his company’s values. Some critics felt that Plank’s comments were exclusionary and could alienate non-Christian consumers.
Bible Verse Controversy
In 2016, Under Armour faced backlash for featuring a Bible verse on its social media accounts. The verse, which read “I can do all things through Christ who strengthens me,” was seen by some as an inappropriate use of religious language in marketing. Under Armour defended the post, stating that the verse was meant to inspire and motivate athletes.
Responses from Under Armour’s Leadership
Under Armour’s leadership has responded to the controversies surrounding the company’s relationship with Christianity in a number of ways. Some executives have publicly acknowledged the religious references in their marketing, while others have defended the company’s commitment to inclusivity and diversity.
Kevin Plank, the founder and former CEO of Under Armour, has been vocal about his personal Christian beliefs and has previously described the company’s mission as “to make all athletes better through passion, design, and the relentless pursuit of innovation”. However, in response to criticism over the use of religious references in marketing, Plank has emphasized the company’s commitment to diversity and inclusion, stating that “diversity is a strength and difference is a teacher”.
Acknowledgment of Religious References
Some executives at Under Armour have acknowledged the use of religious references in the company’s marketing. For example, in a 2017 interview with CNBC, Chief Marketing Officer Andrew Donkin stated that “faith is something that’s important to a lot of athletes, and we want to make sure that we’re recognizing and celebrating that”. Donkin also emphasized the importance of including all athletes, regardless of their religious beliefs.
Similarly, former Chief Executive Officer Patrik Frisk has stated that Under Armour’s marketing is intended to “inspire and empower people to be their best selves”, and that religious references are meant to be inclusive and motivational rather than exclusionary.
Emphasis on Inclusivity and Diversity
Several executives at Under Armour have emphasized the company’s commitment to inclusivity and diversity. In a 2018 interview with The Wall Street Journal, Kevin Plank stated that the company’s mission is “to make everyone better”, and that this includes all athletes regardless of their race, gender, religion, or sexual orientation.
Under Armour has also taken steps to promote diversity and inclusion within the company itself. In 2020, the company pledged to increase representation of people of color in leadership positions, and has established a diversity and inclusion council to oversee the company’s efforts in this area.
Defense of Marketing Strategy
Despite criticism over the use of religious references in marketing, some executives at Under Armour have defended the company’s approach. In a 2017 interview with The Washington Post, former Senior Vice President of Global Brand Marketing Adrienne Lofton stated that “we’re a performance brand that is really grounded in sport and fitness”, and that the company’s marketing is intended to motivate and inspire athletes.
Similarly, in a 2019 interview with The Drum, Chief Marketing Officer Alessandro de Pestel stated that Under Armour’s marketing is intended to “inspire greatness in all athletes”, and that this includes acknowledging the importance of faith and spirituality for some athletes.
What Does it Mean for a Company to be “Christian”?
When we talk about a company being “Christian,” what do we really mean? Is it simply a matter of the company’s founders or leadership being Christian, or does it mean something more? The answer is not always clear, and it can be a controversial topic, as we have seen with the case of Under Armour’s relationship with Christianity.
At its core, being a “Christian” company means that the company’s values and actions align with the teachings of Christianity. This can manifest in a number of ways, such as supporting charitable causes, treating employees with respect and dignity, and operating in an ethical and transparent manner.
The Role of Leadership
One of the most important factors in determining whether a company is truly “Christian” is the role of its leadership. A company’s leaders can set the tone for the entire organization, and if they are committed to living out Christian values, it can have a significant impact on the company’s culture and practices.
However, it’s important to note that a company’s leadership alone does not make it “Christian.” It’s also important for the company as a whole to embody Christian values in its operations and interactions with customers, employees, and other stakeholders.
The Importance of Actions
Ultimately, being a “Christian” company is not just about what a company says or claims to believe, but how it actually behaves. It’s not enough to simply use Christian language or symbols in marketing or branding efforts. A company must also live out its values in its day-to-day operations and decisions.
- Supporting charitable causes and giving back to the community
- Treating employees with respect and dignity, offering fair compensation and benefits
The Pitfalls of “Christian” Branding
While there are certainly benefits to being seen as a “Christian” company, there are also potential pitfalls. For one, such branding can come across as inauthentic or insincere if it is not backed up by genuine actions and values. Additionally, it can be divisive and exclusionary, potentially alienating customers or employees who do not share the same religious beliefs.
In the end, being a “Christian” company is not a label to be taken lightly. It requires a deep commitment to living out Christian values in all aspects of the business, and a willingness to be held accountable for those values by customers, employees, and other stakeholders.
Frequently Asked Questions
Is Under Armour a Christian company?
While Under Armour was founded by a Christian entrepreneur, Kevin Plank, the company itself is not considered a Christian company. It is a publicly traded company and therefore does not have a religious affiliation.
Does Under Armour have Christian values?
Under Armour claims to uphold values such as integrity, teamwork, and giving back to the community. While these values may align with some Christian beliefs, the company does not specifically promote itself as a Christian organization.
Does Under Armour donate to Christian charities?
Under Armour has donated to a variety of charities and causes, both secular and religious. While they have donated to some Christian charities, their philanthropic efforts are not solely focused on religious organizations.
Does Under Armour have any partnerships with Christian organizations?
Under Armour has had partnerships with various organizations, including sports teams, universities, and non-profits. While they may have partnered with Christian organizations in the past, the company does not have any current partnerships that are exclusively Christian.
Has Under Armour faced any criticism for its religious beliefs?
Under Armour has faced criticism in the past for its relationship with certain religious figures, including its founder’s support of a pastor who made controversial comments about homosexuality. However, the company has not faced widespread criticism for its religious beliefs or lack thereof.
Are there any alternatives for Christians who want to buy athletic wear from a Christian company?
Yes, there are several Christian-owned athletic wear companies, such as Active Faith and Grace & Grit. These companies often incorporate Christian themes into their designs and donate a portion of their profits to Christian charities.