Respect the UGOP (Universal Guarantee Of Performance). Every product we build must be better than what’s currently available on the market—best in class. Every product must be field tested. And every product must make athletes better. That’s our guarantee.

Let’s Be Great.
Build great product, tell a great story, provide great service, and build a great team.

Integrity.
Without it we cannot be a team.

No One Person is Bigger Than the BRAND – TEAM.
No athlete either.

Make One Dollar Spend Like Three.
We must be creative with the resources we have.

Help Others.
Volunteerism and serving others are vital parts of our mission.

Walk With a Purpose.
Everything we do is part of a deliberate, long-term strategy/vision. Know where you’re going.

Protect the UA Culture, But Embrace Change.
Evolve and innovate. We’re a different company every 6 months, and we can’t use culture as an excuse to not change product, process, or people.

Be Humble and Stay Hungry.
Nobody’s going to give us anything. We have to earn it every day.