Under Armour understands the importance of sports to youth’s growth and society and wants to create more opportunities for them by 2030 through three focus areas — pathways, people, and performance. As mentioned in the ‘Access to Sport’ section on the website, "Sports teach us to be teammates and leaders, to bounce back, never back down, and push our limits. But many young athletes face barriers that prevent them from stepping on the field and giving it their all."
The advertisement features many young athletes who do not have the proper equipment, funding, space, and support needed to thrive and grow in their sport. Under Armour comes in with its initiatives, sees this, and wants to create a better future for young athletes by inspiring and supporting them through community partnerships, increased opportunities, and providing solutions and resources.
Accessible Sports Initiatives
Under Armour's Initiatives Utilize Pathways, People, and Performance
Trend Themes
1. Youth Sports Pathways - Creating new pathways for young athletes by providing access to new sports and training opportunities.
2. Community Partnerships for Sports - Partnering with community organizations to increase access to sports for young people.
3. Technology in Sports Performance - Using technology to improve sports performance and track progress in young athletes.
Industry Implications
1. Sports Equipment Manufacturing - Manufacturing new sports equipment that is affordable and accessible for young athletes.
2. Community Organizations - Creating community-based organizations that focus on youth sports and increasing access to sports for young people.
3. Sports Technology - Developing new technology and software that allow athletes to track their progress and improve their performance.