Walk into any Dick's Sporting Goods and you’ll see it. The UA logo. It's synonymous with sweat, grit, and that "Protect This House" energy that defined a generation of high school athletes. But lately, the conversation around the brand has shifted from moisture-wicking fabric to political posturing. People are asking a very pointed question: is Under Armour woke? It's a messy topic.
The answer depends entirely on who you ask and which year of the company's timeline you're looking at. Under Armour has spent the last decade walking a razor-thin tightrope. On one side, they have a massive, traditionally conservative "Blue Lives Matter" and hunt-heavy customer base. On the other, they are trying to court Gen Z and urban athletes who demand social justice initiatives from their favorite brands.
When you try to please everyone, you often end up pleasing no one.
The Kevin Plank Era and the First Controversy
To understand where Under Armour stands now, we have to look back at 2017. This was the year the "woke" debate really ignited for them, but ironically, it started because the founder was seen as too conservative.
Kevin Plank, the company’s founder and then-CEO, went on CNBC and called Donald Trump a "pro-business asset" for the country. The backlash was instantaneous. High-profile athletes like Steph Curry—the literal face of Under Armour’s basketball line—publicly disagreed. Misty Copeland and Dwayne "The Rock" Johnson chimed in too.
Plank had to backtrack. Fast.
He eventually stepped down from Trump’s American Manufacturing Council. This moment was a turning point. It showed the world that even if the leadership leaned one way, the brand's "talent" and the market pressure were pulling it in a different direction. Since that day, the company has been hyper-aware of its public image.
DEI Initiatives and the 2020 Shift
Like almost every major corporation in the S&P 500, Under Armour ramped up its Diversity, Equity, and Inclusion (DEI) efforts following the summer of 2020. This is usually the smoking gun for people who argue that the brand has "gone woke."
They didn't just post a black square on Instagram. They restructured their internal hiring practices. They launched the "Be Seen, Be Heard" campaign. They focused heavily on LGBTQ+ Pride collections.
For some, this was just a brand evolving with the times. For others, it was a betrayal of the rugged, no-nonsense identity the brand was built on. Critics point to their partnership with various social justice organizations as evidence that the company is more focused on "virtue signaling" than on making the best cleats in the world.
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The "Protect This House" Reboot
Interestingly, Under Armour’s recent marketing suggests they might be trying to find a middle ground. They brought back the "Protect This House" slogan. It’s a return to form. It’s aggressive. It’s about sports.
Yet, the faces in those commercials are diverse. The messaging is inclusive. Is that woke? Or is it just smart business in 2026?
The company is currently led by Kevin Plank again—he returned as CEO in early 2024 after a brief hiatus. His return was seen by some industry analysts as a move to "right the ship" and return to the core performance roots of the brand. Plank has always been a "product-first" guy. However, he hasn't dismantled the DEI programs that were put in place during his absence.
Comparing Under Armour to Nike and Adidas
When you look at the landscape of athletic wear, Under Armour actually looks relatively conservative compared to Nike. Nike famously leaned into the Colin Kaepernick controversy, essentially saying, "This is who we are, take it or leave it."
Under Armour hasn't done that.
They seem to be stuck in a permanent state of damage control. They want the suburban dad who goes hunting in UA camouflage to keep buying their gear, but they also want the 17-year-old track star in Los Angeles to think they are "cool" and "socially conscious."
It’s a hard game to play.
The Pride Collections and Customer Backlash
Every June, the "Is Under Armour woke?" searches spike. This is because of their Pride month gear. While brands like Bud Light and Target faced massive boycotts for their LGBTQ+ marketing, Under Armour has largely escaped the worst of it.
Why?
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Probably because their Pride gear is relatively low-key compared to others. They aren't putting it front and center in every retail location. It exists for the people who want it, but it isn't the entirety of their brand identity. Still, if you go to the "Social Impact" section of their website, they are very clear about their support for various progressive causes.
Real Data: What Do the Numbers Say?
If a brand truly "goes woke" and "goes broke," you’d see it in the stock price. Under Armour’s stock ($UAA) has struggled, but most analysts blame this on poor inventory management and stiff competition rather than a political boycott.
Lululemon is eating their lunch in the athleisure space. On Holding and Hoka are winning the running game.
Under Armour’s struggle is an identity crisis. Are they a hardcore training brand? A lifestyle brand? A political advocate? When a brand tries to be everything to everyone, it loses its edge. That loss of edge is a bigger threat to Under Armour than any "woke" accusation.
Breaking Down the "Woke" Evidence
If you are trying to decide for yourself, here are the specific things people point to:
- DEI Transparency Reports: Under Armour publishes detailed reports on the diversity of their workforce, including specific goals for increasing minority representation in leadership.
- The 2024 DEI Retreat: There was some online chatter about internal training sessions that some employees felt were too "activist" in nature.
- Athlete Partnerships: Their roster includes a wide variety of athletes who are vocal about social issues, and the brand supports that vocalization.
- Sustainability Goals: They have committed to using more recycled materials and reducing their carbon footprint, which is often lumped into the "woke" bucket by critics of ESG (Environmental, Social, and Governance) scores.
On the flip side, they still sell a massive amount of "Tactical" gear used by first responders and military personnel. They haven't abandoned the demographic that made them famous.
What Most People Get Wrong
People think "woke" is a binary switch. It’s not.
In the corporate world, it’s a spectrum of risk management. Under Armour isn't leading the charge on social activism. They are following. They are doing exactly what a multi-billion dollar corporation does to ensure they don't get "canceled" by the left while trying not to alienate the right.
It’s a reactive strategy, not a proactive one.
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The Verdict on Under Armour’s Stance
Is Under Armour woke?
If your definition of woke is "any company that has a DEI department and sells a rainbow t-shirt in June," then yes. Under Armour is woke.
But if your definition is "a company that prioritizes social activism over its core business and actively alienates conservative values," then the answer is more nuanced. They are trying to be a "big tent" brand. They want everyone’s money.
They’ve seen what happened to other brands that picked a side too aggressively. They don't want that smoke.
Actionable Insights for the Consumer
If you’re someone who votes with your wallet, here is how you should look at Under Armour in 2026:
- Check the Labels: If you care about domestic manufacturing, look for their "Made in USA" lines, though they are limited.
- Read the Impact Reports: If you want to support a brand that matches your social values (on either side), go to their corporate "Values" page. It’s all laid out there.
- Focus on Performance: At the end of the day, Under Armour is a tech company for clothes. If the gear works for your workout, that’s the primary function.
- Watch the Leadership: Keep an eye on Kevin Plank's public statements. He is the barometer for where the company is headed. If he stays quiet and focuses on shoes, the brand will likely drift back toward its "apolitical" roots.
The reality is that Under Armour is just a mirror of the current American business climate. They are navigating a world where silence is seen as a statement, and speaking up is seen as a provocation. They are just trying to survive the crossfire.
Next Steps for Your Research
To get a full picture of the brand's current trajectory, you should look into their most recent quarterly earnings calls. This is where leadership speaks to investors—not activists—and you’ll hear their true priorities. Usually, they talk about "innovation," "margin expansion," and "global scale." Politics rarely makes the cut when millions of dollars are on the line. Additionally, looking at the specific non-profits Under Armour donates to through their "UA Freedom" initiative versus their "Global Diversity" grants will give you the most honest "data" on where their heart—and their money—actually is.