Under Armour is making a “new, long-term commitment” to help more youths take part in sport. The company will be focusing on three areas:
- Pathways: Increasing opportunities for young people to engage in organized, structured, and competitive sports programming.
- People: Bringing together coaches, organizations, and community stakeholders to help break down barriers to sports engagement and create a lasting change.
- Performance: Continuing to provide the performance solutions, resources and tools that athletes need to achieve their best.
In North America the company is, for instance, boosting women’s sports within its UA Next program and working to modify its footwear to “make sports more inclusive” and increase performance. Outside North America, it is it commissioning research into what prevents youths from engaging in sports so as to tailor sport programs to local needs.
