Target: Under Armour, Inc. Research cutoff: 22 October 2026 Scope: Corporate political communications, Israeli market operations, governance, lobbying, financing and leadership affiliations.
Corporate Communications & Public Stance
Israel–Palestine statements
No public evidence identified of an official Under Armour corporate statement specifically addressing the Gaza conflict, Palestinian civilian casualties, Israeli settlement expansion or the July 2024 International Court of Justice advisory opinion.
Comparative public communications
In March 2022, Under Armour publicly supported Ukraine following Russia’s invasion. The company stated that it stood with Ukraine against Russia’s attack on Ukrainian democracy, announced humanitarian cooperation and stopped shipments into Russian sales channels.1
In June 2020, then-CEO Patrik Frisk issued a corporate message supporting Black employees and communities following protests against racial injustice, explicitly identifying Black Lives Matter as part of Under Armour’s equality commitments.2
In July 2020, Under Armour published additional diversity and inclusion commitments, including hiring and promotion objectives, accountability measures and employment-related initiatives.3
A separate July 2020 corporate publication documented Under Armour’s adoption of Juneteenth as a company holiday and its CEO’s participation in a pledge supporting federal recognition of the holiday.4
The company’s 2026 annual-report presentation primarily discusses financial performance, business restructuring, product strategy and operating priorities. The report describes approximately $5 billion in fiscal 2026 revenue and identifies Kevin Plank as the returning CEO overseeing the company’s transformation.5
Market framing
Under Armour’s Israeli commercial website presents the brand through ordinary consumer retail categories, including apparel, footwear, accessories and sporting activities. Products are offered with prices denominated in Israeli shekels.6
No public evidence identified of a distinct corporate geopolitical mission statement attached to the Israeli retail offering.
Operations in Occupied or Contested Territories
Israeli commercial presence
Under Armour’s Israeli e-commerce website demonstrates a continuing branded retail presence in Israel as of the October 2026 research cutoff.6
An Israeli sports-retail directory identifies Under Armour retail locations in Tel Aviv, Haifa, Beersheba, Ashkelon, Petah Tikva and other Israeli cities. The directory does not establish the ownership of each store or the date each listing was last independently checked.7
A historical Israeli trade publication identified Grundman & Co. as Under Armour’s exclusive Israeli distributor and reported a proposed approximately NIS 5 million initiative to expand distribution through fitness centres. This evidence is [pre-2020]; the continuation of that particular distribution arrangement has not been confirmed.8
No public evidence identified of an independently verified Under Armour-owned retail branch, warehouse, manufacturing facility or commercial property within an Israeli settlement in the occupied Palestinian territory.
Supply-chain allegations
An August 2025 Abbott & Keefer boycott-directory entry names Under Armour as a company allegedly sourcing from Delta Galil Industries, an Israeli textile producer described by the directory as operating facilities connected with West Bank settlements. The inspected listing does not independently establish the relevant Under Armour contracts, procurement dates or production locations.9
Under Armour’s fiscal 2025 annual filing describes a business dependent on third-party manufacturers and suppliers and acknowledges manufacturing concentration and sourcing risks. That filing does not, by itself, verify the supplier-specific settlement allegation.10
No public evidence identified establishing that a particular Under Armour product was manufactured at a settlement facility or that Under Armour directly contracted with an identified settlement-based manufacturer.
Legal and regulatory scrutiny
No public evidence identified of a company-specific enforcement action, court judgment or regulatory penalty against Under Armour arising from Israeli settlement operations.
Civil-society and boycott campaigns
The Abbott & Keefer directory included Under Armour in a consumer boycott listing during 2025, citing its alleged Delta Galil supply-chain relationship and the manufacturer’s reported settlement exposure.9
No public evidence identified of an Under Armour-specific official BDS Movement designation, shareholder divestment resolution or documented corporate response to that particular directory listing.
Internal Governance, Content & Retail Policies
Employee relations and political expression
Under Armour’s June 2020 CEO communication describes internal employee discussions and company responses to racial injustice, including engagement with its Black Employees Achieving Together employee resource group.2
No public evidence identified of employee dismissals, disciplinary action, union litigation or formal HR restrictions specifically arising from pro-Palestinian expression, Palestinian symbols, ceasefire advocacy or opposition to Israeli settlement policies.
Platform and editorial policies
No public evidence identified of Under Armour suppressing Palestinian political content through its consumer-facing digital platforms, conducting asymmetric Israel-Palestine content moderation or being subject to a relevant regulatory investigation.
Retail labeling and product sourcing
Under Armour describes its commercial business as the development, marketing and distribution of performance apparel, footwear and accessories. Its corporate history traces the brand’s creation to Kevin Plank’s performance-clothing innovation in 1996.11
No public evidence identified of regulatory proceedings concerning Under Armour’s labeling of products manufactured in Israeli settlements, inaccurate origin declarations or territorial categorisation involving Palestine.
Shareholder governance
At the August 2026 annual meeting, Under Armour shareholders voted on director elections, executive compensation, an equity-incentive-plan amendment and auditor appointment. The resulting Form 8-K records these four proposals and no additional matters submitted for shareholder action at that meeting.12
No public evidence identified of an Israel-Palestine human-rights shareholder proposal being excluded from that meeting’s ballot.
Brand Heritage & State Partnerships
Brand origins and military heritage
Under Armour’s corporate history states that Kevin Plank founded the company in 1996 following his experience as a University of Maryland football player seeking performance clothing that managed perspiration more effectively.11
The company’s consumer-facing brand history describes its development as a sports-performance business, including subsequent innovations and participation initiatives.11
Military-linked governance
Under Armour’s July 2026 proxy identifies director Eric T. Olson as a retired US Navy admiral and former commander of United States Special Operations Command. His military service ended in 2011; his Under Armour board affiliation continued in 2026.13
Olson’s biography published by the Global SOF Foundation confirms his previous leadership of USSOCOM and describes additional defence-sector, technology and charitable affiliations.14
Spirit of America’s organisational biography identifies Olson as an Under Armour director and member of its own board, and describes his advisory and charitable activities associated with US national-security organisations.15
These documented affiliations concern Olson’s US military career and subsequent organisational roles. No public evidence identified of an Israeli military appointment, Israeli military procurement relationship or Israeli state sponsorship involving Under Armour through Olson.
State-backed initiatives and sponsorships
In November 2022, Ukrainian running-event organiser Run Ukraine announced Under Armour as general partner of its UNITED BY BRAVERY charity race. The announcement stated that 70% of event profits would support UNITED24, a presidential fundraising initiative, including an effort connected with countering hostile drones.16
The announcement establishes event sponsorship but does not disclose the monetary value of Under Armour’s contribution or establish that its specific sponsorship payment financed military equipment.16
No public evidence identified of Under Armour sponsoring an Israeli government public-diplomacy campaign, Israeli settlement event or Israeli military fundraising programme.
Lobbying, Advocacy, Financing & Logistics
Corporate lobbying and political financing
Under Armour’s 2026 proxy identifies the company’s principal directors, executive leadership and governance arrangements. The filing establishes Kevin Plank’s majority voting control but does not itself establish Israel-related corporate lobbying or political donations.13
No public evidence identified of a verified Under Armour lobbying expenditure specifically supporting Israeli military assistance, settlement expansion, anti-BDS legislation or restrictions on Palestinian advocacy.
No public evidence identified of a company PAC payment, corporate grant or leadership-directed contribution specifically financing AIPAC, FIDF, JNF/KKL, Regavim, Im Tirtzu or Israeli military-welfare organisations.
International advocacy
During March 2022, Under Armour announced suspension of Russian sales-channel shipments and humanitarian assistance concerning displaced Ukrainians. Contemporary fashion-industry reporting reproduced the company’s public political position.1
In November 2022, the company supported the UNITED BY BRAVERY charity event, whose organiser identified UNITED24 as the recipient of most event profits.16
No public evidence identified of comparable Under Armour corporate asset mobilisation for Israeli government agencies, the Israel Defense Forces or organisations financing Israeli settlements.
Military-related charitable affiliations
Under Armour director Eric Olson is identified by Spirit of America as serving on its board and participating in national-security-related advisory and charitable activities.15
The Global SOF Foundation identifies Olson as chairman emeritus of the Special Operations Warrior Foundation and describes additional affiliations with military-focused organisations.14
No public evidence identified of Under Armour corporate donations to either organisation specifically earmarked for Israeli military operations.
Post-July and post-November 2024 conduct
Under Armour’s continuing Israeli retail presence and its 2026 ownership disclosures establish ongoing commercial activity and the continuity of its corporate governance arrangements after the relevant 2024 dates.6, 13
No public evidence identified establishing that Under Armour initiated, renewed or escalated an Israeli military donation, settlement sponsorship or Israel-specific political lobbying programme after 19 July 2024 or November 2024.
Corporate Structure & Primary Mission
Corporate identity
Under Armour is incorporated in Maryland, United States, and its SEC reporting identifies its principal executive offices in Baltimore. It reports publicly traded Class A and Class C common stock.12
The company’s 2026 proxy establishes a multi-class voting structure in which Class A stock carries one vote per share, Class B carries ten votes per share and Class C is generally non-voting.13
As of the May 2026 proxy record date, Kevin A. Plank beneficially controlled approximately 64.6% of total shareholder voting power through the company’s share-class structure.13
The company’s official investor-relations archive provides annual reports and proxy statements documenting its ongoing commercial reporting obligations.17
Foundational mandate
Under Armour’s published corporate history identifies athletic performance apparel as its original commercial purpose, with subsequent expansion into footwear, accessories and related sporting products.11
Its fiscal 2025 annual filing describes the company’s commercial operations, international distribution, product sourcing and associated business risks.10
No public evidence identified of a state-held golden share, formal Israeli government control right or foundational corporate charter provision establishing an Israeli geopolitical or military mission.
Group attribution
Under Armour’s 2026 annual-report presentation describes the company as a global sporting-goods business undertaking operational restructuring under Kevin Plank.5
No public evidence identified establishing that a named Under Armour subsidiary, controlled foundation or majority-owned affiliate independently finances Israeli settlement organisations or Israeli military-welfare entities.
Executive & Leadership Footprint
Kevin A. Plank - founder and controlling shareholder
Under Armour’s official governance biography records Plank’s founding of the business in 1996, his earlier service as CEO and chair, and his return as president and CEO in April 2024.18
The 2026 proxy establishes Plank’s approximately 64.6% voting control and describes holdings through personally controlled limited-liability companies and family trusts.13
The proxy identifies Plank’s involvement with the National Football Foundation and College Hall of Fame and the University of Maryland College Park Foundation.13
No public evidence identified of a verified personal donation by Plank to FIDF, JNF/KKL, Israeli military units, Israeli settlement organisations or Israel-specific political advocacy groups.
No public evidence identified of an authenticated Plank public statement concerning the Israel-Gaza conflict or Israeli settlement expansion.
Mohamed A. El-Erian - board chair
Under Armour’s 2026 proxy identifies Mohamed A. El-Erian among its directors and corporate governance leadership.13
No public evidence identified of a company-attributable Israel-Palestine political donation, military-financing commitment or settlement-related advocacy action by El-Erian.
Eric T. Olson - director
The July 2026 proxy identifies Olson as a company director since July 2012 and as former USSOCOM commander. It lists his continuing association with Iridium Communications, Palladyne AI, ETO Group and the Special Operations Warrior Foundation.13
Spirit of America independently describes his former US military command responsibilities and his current organisational affiliations, including Under Armour.15
The Global SOF Foundation identifies Olson’s defence and national-security experience and military-focused charitable roles.14
No public evidence identified establishing an Israeli military financing arrangement, Israeli intelligence appointment, settlement sponsorship or Israel-specific lobbying role by Olson.
Other directors and executive leadership
The company’s 2026 SEC proxy identifies additional directors including Douglas Coltharp, Jerri DeVard, Carolyn Everson, Dawn Fitzpatrick, David Gibbs, Eugene Smith, Robert Sweeney and Patrick Whitesell.13
The company’s current governance publication identifies its executive leadership and distinguishes the company’s operating management from its board structure.18
No public evidence identified of a verified Israel-specific military donation, settlement-organisation trusteeship or anti-BDS lobbying mandate by those named individuals in their Under Armour capacities.
Leadership communications on other political and social issues
Former CEO Patrik Frisk’s June 2020 company-wide message publicly supported Black Lives Matter and committed the business to additional action concerning racial justice.2
Under Armour subsequently published company measures addressing representation, inclusion and workplace equality in July 2020.3
No public evidence identified of an equivalent authenticated company-wide executive communication specifically addressing Palestinian civilian protection, Israeli military action in Gaza or settlement-related human rights concerns.
Footnotes
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Footwear Insight, “Industry Reacts to Russia-Ukraine Conflict,” Bob McGee, 9 March 2022. https://www.formula4media.com/articles/industry-reacts-to-russia-ukraine-conflict ↩ ↩2
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Under Armour, “A Message From Under Armour CEO Patrik Frisk,” 8 June 2020. https://about.underarmour.com/en/stories/2020/06/a-message-from-under-armour-ceo-patrik-frisk.html ↩ ↩2 ↩3
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Under Armour, “How We Stand for Equality,” 22 July 2020. https://about.underarmour.com/en/stories/2020/07/how-we-stand-for-equality.html ↩ ↩2
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Under Armour, “How Under Armour Is Supporting Its Brand Values,” July 2020. https://about.underarmour.com/en/stories/2020/07/how-under-armour-is-supporting-its-brand-values.html ↩
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Under Armour, “Annual Report,” fiscal 2026, shareholder communication dated 15 July 2026. https://about.underarmour.com/en/investors/financials/AnnualReport.html ↩ ↩2
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Under Armour Israel, official Israeli e-commerce storefront, accessed October 2026. https://underarmour.co.il/ ↩ ↩2 ↩3
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RunPanel Israel, “Under Armour - Store List,” accessed October 2026. https://runpanel.co.il/under-armour-stores/ ↩
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AllMarketing Israel, historical report on Under Armour fitness-centre retail distribution, approximately 2012. https://www.allmarketing.co.il/under-armour-%D7%AA%D7%A9%D7%95%D7%95%D7%A7-%D7%9E%D7%95%D7%A6%D7%A8%D7%99%D7%94-%D7%91%D7%97%D7%93%D7%A8%D7%99-%D7%9B%D7%95%D7%A9%D7%A8/ ↩
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Abbott & Keefer, “Under Armour,” Boycott Directory, updated 30 August 2025. https://directory.abbottandkeefer.com/brand-entry/under-armour ↩ ↩2
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Under Armour, fiscal 2025 Form 10-K, reproduced by CompaniesMarketCap. https://companiesmarketcap.com/under-armour/sec-reports-10k/0001336917-25-000078/ ↩ ↩2
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Under Armour UK, “About Under Armour,” corporate history and product development, accessed October 2026. https://www.underarmour.co.uk/en-gb/t/about-us/ ↩ ↩2 ↩3 ↩4
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US Securities and Exchange Commission, Under Armour Form 8-K, annual shareholder meeting held 26 August 2026, filed 27 August 2026. https://www.sec.gov/Archives/edgar/data/1336917/000133691726000119/ua-20260826.htm ↩ ↩2
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US Securities and Exchange Commission, Under Armour definitive proxy statement, Schedule 14A, filed 15 July 2026. https://www.sec.gov/Archives/edgar/data/1336917/000133691726000102/ua-20260715.htm ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7 ↩8 ↩9 ↩10
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Global SOF Foundation, “Eric Olson Bio,” accessed October 2026. https://gsof.org/eric-olson-bio/ ↩ ↩2 ↩3
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Spirit of America, “Admiral Eric T. Olson,” organisational biography, accessed October 2026. https://spiritofamerica.org/about/team/eric-olson ↩ ↩2 ↩3
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Run Ukraine, “Under Armor Is the General Partner of the UNITED BY BRAVERY Charity Run,” 18 November 2022. https://bravery.runukraine.org/en/news-en/under-armor-is-the-general-partner-of-the-united-by-bravery-charity-run/ ↩ ↩2 ↩3
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Under Armour Investor Relations, “Annual Reports,” accessed October 2026. https://about.underarmour.com/en/investors/financials/annual-reports.html ↩
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Under Armour Investor Relations, “Corporate Governance,” director and executive biographies, accessed October 2026. https://about.underarmour.com/en/investors/corporate-governance.html ↩ ↩2