How Under Armour Spends $632M on Marketing — Platform-by-Platform Breakdown

Because Under Armour is one of the few publicly traded athletic brands where you can trace every marketing dollar through SEC filings. With $5.2B in revenue (FY2025), a marketing budget of approximately $632M, and a dramatic strategic pivot from big-name celebrity endorsements to targeted “micro doses” of performance marketing, Under Armour's ad strategy offers a masterclass in doing more with less.

Under Armour runs paid advertising across four or more major platforms — Google (Search, Shopping, YouTube), Meta (Facebook + Instagram), TikTok, and LinkedIn. Their DNS routes through Fastly CDN, and their tracking infrastructure uses Salesforce CRM and Adobe Analytics to measure the full funnel from ad click to purchase. With $5.2B in FY2025 revenue (SEC filing), they're investing heavily in performance marketing to drive their DTC ecommerce engine.

See Their Ads Across Platforms

Click any platform to browse Under Armour's active ads in their respective ad libraries:

The “Micro Doses” Strategy

What makes Under Armour's current approach unusual is their deliberate shift away from massive broad-reach campaigns. CEO Stephanie Linnartz described the new approach as “micro doses” of marketing — allocating budget more intentionally toward targeted, high-impact creative rather than expensive celebrity-driven spots.

Salesforce powers their CRM and customer data platform, while Adobe Analytics tracks the entire customer journey from ad impression to purchase. This data-driven approach enables the “micro doses” philosophy — instead of blasting a single campaign to everyone, they serve targeted creative to specific audience segments based on purchase history, browsing behavior, and fitness interests.

Each platform serves a different role in Under Armour's funnel. Here's what the data reveals about each one:

Platform Performance Comparison

Platform	Primary Role	Key Metric	Creative Style	Audience
Meta	DTC conversion + retargeting	8.3M followers	Athlete content + product carousels	18-45, fitness enthusiasts
TikTok	Gen Z + women acquisition	+25% sales uplift	Creator challenges, micro-influencers	16-30, fitness culture
Google	Intent capture + Shopping	~35% of digital spend	Search + Shopping + YouTube pre-rolls	High-intent shoppers
YouTube	Brand awareness	Campaign reach	“The Only Way Is Through” spots	Broad athletic audience
LinkedIn	B2B + employer brand	Corporate comms	Partnerships, recruiting, ESG	Professionals, partners

Under Armour's creative strategy has undergone a dramatic transformation. Where they once relied on massive celebrity endorsement deals — Stephen Curry being the crown jewel for 13 years — they've now pivoted toward product-led storytelling and micro-influencer content. The creative shift mirrors their “micro doses” marketing philosophy: targeted, authentic, and measurable.

Creative Frameworks by Type

Under Armour's total marketing spend is approximately $632M annually, roughly 12% of their $5.2B revenue (SEC filings). Their SGA expenses total $2.57B (GuruFocus), with marketing as a major component. Unlike many DTC brands, Under Armour must split this budget between digital advertising, athlete endorsements, wholesale partner support, and brand campaigns.

You don't need Under Armour's $632M budget to apply their playbook. The principles behind their “micro doses” approach work at any spend level: targeted creative over broad reach, creator authenticity over production value, and data-driven attribution over guesswork. Their pivot from celebrity endorsements to micro-influencer content is a trend you can replicate immediately. And their investment in first-party data through UA Rewards mirrors exactly what smart tracking infrastructure enables at any scale. Check their pricing strategy to see how ad spend connects to competitive positioning.

You don't need Under Armour's budget to apply their playbook. Here are the principles that work at any spend level:

Frequently Asked Questions

How much does Under Armour spend on advertising?

Under Armour allocates approximately $632M annually to marketing, which represents roughly 12% of their $5.2B global revenue (FY2025, ending March 2025). This figure comes from their selling, general & administrative expenses reported in SEC 10-K filings. The budget covers athlete endorsements, digital advertising across Google, Meta, and TikTok, as well as brand campaigns like “The Only Way Is Through.”

Does Under Armour advertise on TikTok?

Yes, Under Armour actively advertises on TikTok as part of its strategy to reach younger demographics and women. Their 2025 product-led launch campaign utilized TikTok challenges and targeted ads to fitness enthusiasts, resulting in sales exceeding initial forecasts by 25% in its first month. The brand has shifted from relying solely on mega-celebrity endorsements to incorporating micro-influencers and fitness creators on TikTok.

What does Under Armour's Meta ad strategy look like?

Under Armour runs active ads across Meta (Facebook + Instagram) targeting fitness enthusiasts, athletes, and performance-focused consumers. Their creative strategy emphasizes athlete-driven content, product technology storytelling, and seasonal campaign pushes. You can view their active ads in the Meta Ad Library by searching for Under Armour. With 8.3M Instagram followers, organic and paid content are deeply interconnected.

What are Under Armour's major ad campaigns?

Under Armour's most notable campaigns include “Protect This House” (their original brand-building slogan from 2003), “I Will” (performance-focused), and “The Only Way Is Through” (launched January 2020 by founder Kevin Plank, featuring 60-second TV spots). More recently, they have adopted a “micro doses” marketing strategy focused on targeted, high-impact creative rather than massive broad campaigns.

Who are Under Armour's key athlete endorsers?

Under Armour has historically built its brand through major athlete partnerships. Stephen Curry was their marquee endorser for 13 years before the partnership ended in November 2025, with Curry retaining ownership of Curry Brand. Other notable athletes include NFL players, Olympic athletes, and collegiate programs. The brand has increasingly shifted toward micro-influencers and fitness creators alongside traditional athlete endorsements.

How does Under Armour's DTC ecommerce strategy connect to their ads?

Direct-to-Consumer ecommerce represents approximately 40% of Under Armour's total revenue. Ad traffic is primarily directed to product collection pages and the UA.com storefront rather than third-party retailers. Under Armour uses Salesforce for CRM and Adobe Analytics to track the full customer journey from ad click to purchase. Their UA Rewards loyalty program surpassed 1 million members within its first few months of launch.

How does Under Armour's ad spend compare to Nike and Adidas?

Under Armour's estimated $632M annual marketing budget is significantly smaller than Nike (estimated $4B+) and Adidas (estimated $2B+), but larger than DTC-focused competitors like Gymshark or Vuori. The key difference is Under Armour's pivot toward performance-focused, athlete-driven creative and “micro doses” of targeted marketing rather than massive broad-reach campaigns that Nike favors.

What creative formats work best in Under Armour's ads?

Under Armour's highest-performing ad formats include athlete training content (raw, authentic footage over polished studio shoots), product technology demonstrations (highlighting UA HOVR, ColdGear, etc.), and emotional brand storytelling (“The Only Way Is Through” narrative arc). On TikTok, challenges and fitness creator content outperform traditional ads. On Meta, carousel ads showcasing product collections drive the strongest conversion rates.