Under Armour DIGITAL

Target: Under Armour, Inc.

Research cutoff: 22 October 2026

Scope: Enterprise technology, digital supply chains, cybersecurity, cloud infrastructure, data processing, surveillance, artificial intelligence, research and development, and technology-related activity involving Israel or occupied territories.

Enterprise Technology Stack & Vendor Relationships

Enterprise information technology

Under Armour’s fiscal 2026 Form 10-K, covering the year ended 31 March 2026, identifies information technology as integral to product design, forecasting, inventory management, ecommerce, mobile applications, transaction processing, retail operations and distribution.¹

The same filing describes reliance on internal systems and external technology providers, with cybersecurity oversight assigned to the board’s Audit Committee and operational leadership provided by its chief information security officer.¹

Merkle and Salesforce Commerce Cloud

Merkle’s published customer case study identifies a longstanding Under Armour technology partnership involving Salesforce Commerce Cloud and global ecommerce development.²

Merkle states that Under Armour began moving from an internally developed commerce platform to Salesforce Commerce Cloud in 2017 and subsequently expanded the implementation across 35 storefronts in three global regions.²

The documented implementation uses a headless ecommerce architecture, with Merkle providing development, optimisation and loyalty-programme support.²

Merkle reports one million loyalty registrations during the programme’s first year, a threefold improvement in loyalty conversion and a 10% improvement in mobile conversion.²

The customer case study identifies Merkle and Salesforce technology, but does not identify any Israeli-origin cybersecurity, surveillance or data-processing component in the disclosed architecture.²

Additional enterprise technology

Apps Run The World’s public Under Armour technology records identify historical associations with Amazon EC2, Merkle LoyaltyPlus and GoDaddy SSL, including dates recorded between 2013 and 2023.³

A separate Under Armour technology record identifies Adobe Workfront as a business-process and creative-workflow application associated with a 2020 deployment.⁴

These commercial technology inventories provide product-level leads but do not independently establish the present licensing status, infrastructure location or scope of every listed application.^{3, 4}

Israeli-origin cybersecurity and enterprise software

No public evidence identified of a verified Under Armour licensing or integration relationship involving Check Point, Wiz, SentinelOne, CyberArk, NICE, Verint, Claroty or Palo Alto Networks.

Procurement and systems integrators

Merkle is a publicly documented systems integration and digital commerce partner whose work extends across Under Armour’s international ecommerce architecture.²

No public evidence identified that Merkle deployed Israeli-origin surveillance, cybersecurity or military-related technology specifically for Under Armour.

Scale of dependency

The disclosed Salesforce Commerce Cloud implementation spans multiple regional storefronts and forms part of Under Armour’s consumer-facing ecommerce operations.²

Under Armour’s 2026 annual filing identifies reliance on technology suppliers across several business-critical operations without providing a complete public inventory of individual vendors.¹

Surveillance, Biometrics & Retail Technology

Facial recognition and biometric identification

No public evidence identified of Under Armour deploying facial recognition, biometric identification or gait-recognition systems supplied by Trigo, BriefCam, AnyVision/Oosto, Trax or comparable Israeli-origin vendors.

Consumer behavioural analytics

Under Armour’s publicly documented digital commerce implementation includes loyalty capabilities and customer-experience optimisation delivered through Merkle.²

The official Under Armour shopping application, updated in September 2026, advertises personalised product recommendations, membership benefits, order tracking and access to promotional events.⁵

These documented functions establish commercial customer-personalisation activity but do not identify the algorithms, vendors or hosting locations involved in delivering each feature.⁵

Historical fitness-data collection

[pre-2020] On 6 January 2016, IBM announced a partnership with Under Armour to develop a Watson-powered cognitive coaching system associated with the UA Record fitness application.⁶

[pre-2020] The announced system involved personal, physiological and behavioural information, including activity, sleep, nutritional information and fitness measurements.⁶

[pre-2020] IBM described the intended application as consumer fitness coaching using Watson analytics and information collected through Under Armour’s Connected Fitness ecosystem.⁶

The 2016 partnership is historical evidence and does not independently establish continuing operation of the same system in 2026.^{6, 7}

Workforce monitoring and predictive surveillance

No public evidence identified of Israeli-origin predictive policing, workforce surveillance, sentiment-monitoring or law-enforcement behavioural analytics products being deployed by Under Armour.

Third-party surveillance deployment

No public evidence identified that an Under Armour systems integrator or managed-service provider supplied Israeli-origin facial recognition, biometric surveillance or intelligence-monitoring technologies as part of a documented Under Armour engagement.

Connected Footwear

MapMyFitness documentation updated on 11 September 2026 states that Under Armour stopped manufacturing Connected Footwear in 2023 and that support for connecting these products to MapMy applications will end by the close of 2026.⁸

The documentation explains that existing shoe-connected features included sensor-derived running information, application synchronisation and coaching functionality.⁸

The planned removal concerns historical consumer fitness functionality, with no identified connection to Israeli military, intelligence or surveillance systems.⁸

Cloud Infrastructure, Data Residency & Sovereign Cloud Participation

Corporate cloud and digital infrastructure

Under Armour’s fiscal 2026 Form 10-K identifies material dependence on information systems and technology suppliers for ecommerce, transaction processing, mobile applications and operational management.¹

Merkle identifies Salesforce Commerce Cloud as the principal technology within its disclosed international ecommerce implementation for Under Armour.²

A commercial technology database separately lists Amazon EC2 as a historical Under Armour technology relationship, recording an association beginning in 2014.³

The historical Amazon EC2 entry does not establish that Israeli AWS regions host Under Armour workloads.³

Israeli digital commerce presence

The Under Armour Israel website was operating as a consumer-facing online shop during October 2026, with product listings, local prices and online purchasing functionality.⁹

The storefront’s customer-support material describes online order handling, customer accounts, delivery, exchanges and refunds, and identifies an email address using the sportm.co.il domain.¹⁰

The Israeli online store’s help page announces a promotional delivery offer with an expiry date of 20 November 2026, supporting the contemporary operation of the storefront.¹⁰

Sport & More describes itself as an Israeli importer and distributor representing Under Armour and other international sports brands.¹¹

Under Armour’s global store locator also identifies Israel among the countries in which its retail locations are listed.¹²

These sources establish an Israeli-facing commercial digital service but do not disclose its physical server location, database region, cloud subcontractors or legal arrangements governing access to customer records.^{9, 10, 11}

Israeli distributor context

An April 2021 report in Globes identified Grundman, managed by Peleg Norani, as Under Armour’s official Israeli importer and described an agreement to operate retail points within Holmes Place fitness clubs.¹³

Sport & More’s current company description identifies Under Armour among its represented brands and describes operations across importing, logistics, marketing and retail distribution.¹¹

The available sources do not establish whether the current Sport & More operation is legally identical to, or a successor of, the Grundman entity described in 2021.^{11, 13}

Data-exposure principle

The Under Armour Israel website documents consumer account and transaction workflows that necessarily involve information supplied by customers for the operation of those services.¹⁰

The official Under Armour shopping application advertises personalised recommendations, account-related benefits and order tracking, confirming continuing consumer-data functionality within the company’s broader digital business.⁵

The public material inspected does not identify whether Israeli storefront customer records are processed in Israel, elsewhere in the Middle East, the European Union, the United States or through a combination of jurisdictions.^{9, 10}

No public evidence identified establishing that the Israeli storefront’s personal information is supplied to Israeli intelligence organisations or military-controlled infrastructure.

Historical digital-platform ownership

Outside Interactive announced its acquisition of MapMyFitness from Under Armour on 30 August 2024.⁷

The transaction covered GPS-enabled applications including MapMyRun, MapMyRide and MapMyWalk, with Outside describing more than 80 million registered MapMyFitness users.⁷

Under Armour’s fiscal 2026 annual report confirms that the MapMyFitness platform was sold during the second quarter of fiscal 2025.¹

Outside’s December 2025 customer-support material separately confirms its ownership of MapMyFitness and the continued operation of distinct MapMyFitness subscriptions.¹⁴

The former MapMyFitness platform therefore cannot be attributed to Under Armour as a currently owned consumer GPS-data platform after the 2024 disposal.^{1, 7, 14}

Data centres in Israel

No public evidence identified of Under Armour owning, leasing or operating Israeli data centres or dedicated colocation facilities.

Project Nimbus and Israeli government cloud

No public evidence identified of Under Armour participating in Project Nimbus or providing cloud infrastructure to Israeli government, military or intelligence customers.

Digital sovereignty and infrastructure resilience

No public evidence identified of Under Armour marketing sovereign cloud, government data-residency or infrastructure-resilience services to Israeli state institutions.

Defence, Intelligence & Security Sector Technology Relationships

Israeli defence and intelligence contracts

No public evidence identified of Under Armour supplying cloud services, enterprise software, digital communications infrastructure, cybersecurity systems or surveillance platforms to the Israeli Ministry of Defence, Israel Defense Forces or Israeli intelligence agencies.

Commercial operations and intermediary relationships

The April 2021 Globes report establishes historical Under Armour-branded retail distribution through Grundman and Holmes Place in Israel.¹³

Sport & More’s public profile identifies ongoing representation of Under Armour within the Israeli sportswear market.¹¹

Neither source documents a technology-service contract between those entities and an Israeli military or intelligence organisation.^{11, 13}

Digital services in occupied territories

Under Armour’s international store locator and Israeli commercial website establish branded retail and ecommerce activity in Israel.^{9, 12}

The inspected sources do not establish a specific digital technology deployment within a settlement, an identifiable settlement-based technology contractor or a settlement-specific digital service agreement.^{9, 12}

No public evidence identified of Under Armour providing settlement authorities with software, customer databases, security technology or digital infrastructure.

General-purpose enterprise technology

Under Armour’s publicly disclosed enterprise technology includes retail, ecommerce, mobile applications, operational information systems and digital customer engagement.^{1, 2}

No public evidence identified that these identified systems were procured or deployed by Israeli defence or intelligence organisations through an Under Armour contract.

Offensive cybersecurity and digital weapons

No public evidence identified of Under Armour developing, selling, licensing or maintaining offensive cyber tools, exploit frameworks, military surveillance payloads or digital weapons for Israeli state actors.

Military-purpose software

No public evidence identified of Under Armour developing purpose-built military targeting software, fire-control systems or kill-chain automation for Israeli security organisations.

AI, Algorithmic & Autonomous Systems

Consumer artificial intelligence

[pre-2020] IBM and Under Armour announced their Watson-powered Cognitive Coaching partnership on 6 January 2016.⁶

[pre-2020] The announced functionality included analysis of behavioural patterns and health-related activity information to provide personalised consumer fitness guidance.⁶

The original announcement concerned consumer wellness and athlete engagement rather than military decision-making or weapons targeting.⁶

Enterprise AI and machine learning

Under Armour’s fiscal 2026 Form 10-K discusses the operational and regulatory risks associated with artificial intelligence and machine learning, including potential misuse of confidential data by technology service providers.¹

The filing describes company controls and supplier-related risks but does not provide a complete public inventory of AI products or models used across the enterprise.¹

Israeli AI suppliers

No public evidence identified of Under Armour procuring computer-vision, behavioural-surveillance or predictive-intelligence systems from a named Israeli AI company.

AI provision to Israeli state bodies

No public evidence identified of Under Armour supplying artificial intelligence, machine learning, decision-support software or autonomous systems to Israeli government, military or security bodies.

Training data involving occupied territories

No public evidence identified of Under Armour training AI systems on intercepted communications, military surveillance datasets or identifiable civilian-monitoring records from Israel or occupied Palestinian territories.

Autonomous surveillance or targeting

No public evidence identified of Under Armour supplying autonomous tracking, military target-generation or intelligence-analysis models to Israeli security services.

AI relationships through controlling principals

The 2026 proxy identifies founder Kevin Plank as the company’s chief executive and controlling shareholder, with Mohamed A. El-Erian serving as independent board chair.¹⁵

The same proxy identifies Fairfax Financial Holdings Limited and BlackRock among significant beneficial holders of publicly traded Under Armour shares.¹⁵

No public evidence identified connecting these governance positions to a specific, attributable procurement or corporate investment by Under Armour in Israeli military AI, SIGINT, surveillance or offensive-cyber firms.

Technology Ecosystem & R&D Footprint

Corporate innovation and technology expenditure

Under Armour’s fiscal 2026 Form 10-K discusses information technology, product development and digital operations as components of its operating infrastructure.¹

The company’s December 2024 investor meeting presented its commercial, product and brand strategies and described initiatives intended to strengthen its business positioning.¹⁶

No public evidence identified linking the disclosed innovation programmes to a named Israeli engineering laboratory or state-backed research centre.

Israeli research and development centres

No public evidence identified of Under Armour operating a software engineering centre, artificial intelligence laboratory, cybersecurity research office or corporate technology accelerator within Israel.

Technology acquisitions

Outside Interactive acquired Under Armour’s MapMyFitness platform in August 2024, transferring the GPS-enabled fitness applications into Outside’s portfolio.⁷

Under Armour’s annual filing confirms the disposal and identifies MapMyFitness as a former digital business.¹

No public evidence identified of Under Armour acquiring an Israeli-origin cybersecurity, surveillance, cloud or AI company.

Controlling principals and strategic investments

Under Armour’s 2026 proxy identifies Kevin Plank’s beneficial ownership and the special voting characteristics of the company’s Class B shares.¹⁵

The filing identifies Fairfax Financial Holdings Limited as a significant beneficial owner in the company’s ownership disclosures.¹⁵

No public evidence identified of a specific investment by Under Armour or an attributable controlling-principal vehicle in NSO Group, Cellebrite, Carbyne, Oosto, Wiz, Check Point, SentinelOne, Verint or a comparable Israeli security-technology company.

Patents and research institutions

No public evidence identified of a significant technology patent licensing agreement or co-development programme between Under Armour and Technion, Hebrew University, the Weizmann Institute or another Israeli research institution.

Israeli application development

The Under Armour Israel storefront demonstrates contemporary localised ecommerce activity.⁹

The public storefront and support material do not identify a proprietary Israeli software development subsidiary, engineering team or technology research laboratory operated by Under Armour.^{9, 10}

International application licensing

Google Play identifies an Under Armour Middle East shopping application published by Athlocity LLC, with an August 2026 update.¹⁷

The application listing describes ecommerce functionality serving the United Arab Emirates and Saudi Arabia and identifies Athlocity LLC as the application developer.¹⁷

The listing does not establish Israeli ownership, Israeli application hosting or an Israeli defence-related technology relationship.¹⁷

Civil Society Scrutiny & Regulatory History

UN and civil-society investigations

No public evidence identified in the inspected material of an OHCHR settlement-database entry specifically establishing Under Armour’s provision of Israeli military, intelligence or settlement-related digital technology.

No public evidence identified in the inspected material of an Under Armour-specific digital technology contract examined by Who Profits, AFSC Investigate, Amnesty International or Human Rights Watch.

No public evidence identified in the inspected material of an Under Armour-specific Project Nimbus or military-surveillance technology finding in UN Special Rapporteur reporting.

Boycott and divestment activity

No public evidence identified of an organised boycott or divestment campaign specifically substantiating Under Armour’s provision of digital surveillance, military cloud computing, offensive cybersecurity or AI targeting services to Israeli state institutions.

Historical MyFitnessPal data breach

[pre-2020] On 29 March 2018, Under Armour disclosed that an unauthorised party had obtained information associated with MyFitnessPal accounts during February 2018.¹⁸

[pre-2020] The affected information included usernames, email addresses and hashed passwords, while Under Armour stated that payment-card data and government-issued identifiers were not affected.¹⁸

[pre-2020] Under Armour subsequently described the incident in its September 2018 Form 10-Q as a cybersecurity risk associated with its Connected Fitness business.¹⁹

The 2018 incident predates the disposal of Under Armour’s MyFitnessPal and MapMyFitness businesses and does not establish a connection to Israeli state institutions.^{1, 18, 19}

Subsequent cybersecurity incident reporting

The Identity Theft Resource Center’s public breach database records an Under Armour incident dated 1 November 2025, reported on 20 December 2025 and entered on 28 January 2026.²⁰

The database lists approximately 72.7 million affected records or individuals under its reported impact field.²⁰

The database entry does not attribute the incident to an Israeli actor, Israeli infrastructure provider or Israeli state institution.²⁰

Technology-related regulatory actions involving Israel

No public evidence identified of export-control enforcement, sanctions proceedings, government procurement challenges or regulatory investigations concerning Under Armour’s provision of digital technology to Israeli military or intelligence organisations.

Post-July and post-November 2024 activity

Outside Interactive’s acquisition announcement establishes that Under Armour disposed of MapMyFitness on 30 August 2024.⁷

Under Armour’s Israeli consumer-facing website and distributor-related material establish commercial activity observable in October 2026, but do not establish military or surveillance technology provision.^{9, 10, 11}

No public evidence identified establishing that Under Armour continued a specific Israeli military, intelligence or settlement-related technology contract after 19 July 2024 or after November 2024.