A nice thought to think the integrity of Under Armour plays role in latest success

ForexTV NewsDesk   |  February 5 2013 4:07 EST

ForexTV.com (New York) by Jacqueline Podewils

If you thought all Under Armour consisted of was a long-sleeved compression shirt made for football players and those who would like to consider themselves one, guess again. That may be how the simple plan began, but the current reigning tycoon of second skin for athletes has a lot more going on than color, sleeve length and size option. With a strong company code of conduct and substantial community involvement, it would be nice to think this integrity was to credit for active success which could easily be referred to as raking in the revenue.

With shares spiking 5.7 percent, reflecting their 54% increase in net income during the fourth quarter of 2012 - $50 million up from $33 million in 2011, their earnings per share also climbed a shiny 51% up to 47 cents per share during the 4Q.  

Is this simply because the popularity for all things gear-engineered has boomed? ColdGear for the cold, HeatGear for the heat, AllSeasonGear; is scientific clothing on and off the field really that crucial to the retail world? Base layers, outerwear, underwear, footwear; accessories, equipment – it all may feature the recognizable interlocking UA logo but what else is stamped on this brand?

Although many brands would opt out or simply fail to possess details outlining what they believe to be their corporate responsibility, UA proudly lists their code of ethics and business conduct on the UA Biz site.

Refusing to work with suppliers using forced labor, child labor, or showing poor treatment, unsafe work environments or discrimination toward their employees, UA also respects the right of employees to freedom of association and collective bargaining, fair wages and hours of work, and overall legal and ethical business practices.

In addition, engaging in a number of different causes grouped under the term UA GiveBack, their Power in Pink program supports women in the fight against breast cancer, UA Freedom partners with the Wounded Warrior Project, and the element of responsibility for their environmental footprint is close to heart as the company strives to better their manufacturing, dying, packaging and printing practices. A campaign to encourage youth fitness is in the works and UA is working  with the President’s Council on Fitness, Sports and Nutrition, acting on the concern to provide kids places to play with refurbished courts and fields.

Whether Under Armour fans care or are even aware of its glorious and rather unique feats, it’s nice to know a company doing good can reap success reflecting the responsibility in how they sew. 

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