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Under Armour Tackles Climate Change and Shapes the Future of Body Image

What’s in this article:

  • Under Armour promises to reduce greenhouse gas emissions by 30%, ramp up sourcing of renewable electricity and achieve net-zero greenhouse gas emissions by 2050
  • The sportswear brand is also embracing all body types by posting images to social media that promote body positivity and inclusiveness
  • Why do any of these? Because it shows that the company is willing to invest in helping causes other than its immediate bottom-line revenue – and that is a way to get customers to like you nowadays

Under Armour (UA), the Baltimore sportswear giant, has joined several competitor fashion retailers to combat human-driven climate change.

As we covered here on PostFunnel recently in Drive Diversity and Environmental Change Through Execs’ Pockets – more and more huge brands like Chipotle and Nike continue to announce plans to generate a greener business by actively getting involved in sustainability and reducing environmental impact.

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IKEA, too, has never been shy to enter this realm. As we saw in IKEA’s Recipe for Sustainability, the Swedish home furniture giant released a new cookbook, The ScrapsBook, to address a universal pain point: Food going to waste.

Adidas, Puma, and Lululemon – all of whom can be considered UA’s competitors – have also committed to making more sustainable products.

Combating Climate Change

Under Armour announced three impressive emission-reduction targets this week:

“We’re excited to announce 3 commitments to combat climate change, one of the biggest challenges of our generation. Today we are committing to reducing absolute scope 1, 2 and 3 greenhouse gas emissions by 30% by 2030, increasing annual sourcing of renewable electricity in our owned and operated facilities to 100% by 2030 (80% by 2025), and achieving net zero greenhouse gas emissions by 2050. Thanks again to our partners who helped us develop and validate these targets.”


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A post shared by Under Armour (@underarmour)


When clicking on the article linked to the post, UA shares even more detail (if you need it) on each of the three points above. It seems like a serious change in pursuit of sustainability – also an example of solid brand positioning, which informs customers why they should continue shopping with them.

Michael Levine, Under Armour VP and Chief Sustainability Officer, said, “We’re dedicated to not only making a better product but a better world. We will be transparent about the challenges we must tackle and plan to partner with others to explore innovative approaches to mitigating environmental impacts,” to prove it.

Embracing all Body Types

And that’s not the only way the brand shows it cares. As a sporting goods brand, UA is also forming relationships and deep emotional connections with all types of customers by showing full representation of all body types. It recently announced the launch of its new HeatGear Armour No-Slip Waistband with, “No more sagging, no more pulling, no more hiking up…” on Instagram:


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A post shared by Under Armour (@underarmour)

Body positivity, especially in sportswear brands, still has a long way to be universally accepted among sarcastic social media users. UA’s current initiative to shape the future of body image is vital for that cause.

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