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Customer Snapshot

A Team of Warriors for Extreme Growth


revenue increase in 2012 supported by SAP


Under Armour (UA), innovative maker of performance athletic clothing is the leader of the performance apparel industry. Keeping up with the demand for its products meant extreme growth for the UA team. Partnering with SAP and SuccessFactors provided the infrastructure it needed to manage the expanding organization.


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The team

We’re not employees, we’re teammates...
and we win as a team.



Under Armour


Baltimore, Maryland, USA

Customer Website



US$1.5 billion (2011)

Number of Employees


Implementation Partners


Line of Business

Human Resources


Consumer Products, Retail

Featured Products

SuccessFactors Recruiting


Under Armour founder and CEO Kevin Plank, was a special teams captain on the University of Maryland football team. Plank noticed that the cotton T-shirts he wore underneath his pads were always soaked and heavy with sweat. This simple realization and the desire to solve the problem soon launched the performance apparel industry.


  • 1995Kevin Plank launched the performance apparel industry with his idea for a revolutionary new T-shirt built from microfibers that wick moisture and keep athletes cool, dry and light.
  • 1996With a killer design in place, Plank launched his apparel line, in his grandmother’s basement in Washington, DC.
  • 1997First team sale to Georgia Tech, followed by more Division 1 teams, along with a dozen NFL teams. The company moved its headquarters to South Baltimore where it developed its now-famous gear lines, which included HeatGear®, and ColdGear®.
  • 1998 Under Armour became profitable.
  • 1999Warner Brothers contracted Under Armour to outfit its actors for two upcoming football movies, Oliver Stone’s ANY GIVEN SUNDAY and THE REPLACEMENTS.
  • 2003First television commercial, introducing the rally cry for athletes “Protect This House”.
  • 2012 Today, not even two decades later, Under Armour makes the world’s most innovative performance footwear, apparel, and accessories and is a mainstay on athletic fields, courts, pitches, gyms, and rinks all over the world.

Business Model

Be empowered!

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Lightening in a bottle

Under Armour is a leading developer, marketer and distributor of branded performance apparel, footwear, and accessories. Found in retail stores worldwide, the brand’s moisture-wicking fabrications are engineered in many different designs and styles for wear in nearly every climate.


Under Armour products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe.

Success Strategy

Expanding offerings and outreach

Opportunities for the brand have never been greater, and sustaining momentum in Footwear and Women’s wear will be a priority. Under Armour is also elevating its position on the global stage with sponsorships like Tottenham Hotspur Football Club of the Barclays Premier League.

The Challenge

Mixed blessings

Under Armour was not equipped to handle the extreme growth the organization was experiencing. Disparate technology and inconsistent HR data made it impossible to plan for the needs of its workforce and manage existing talent.

Enter SAP

Scalable for constant change

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Enabling rapid growth of a booming business.

Constantly innovating, Under Armour reinvents itself and becomes a different company every six months. Only a scalable IT solution could support this rapid change, and Under Armour found it in the SAP.

The SAP Experience

Confident and vested in our future

Under Armour embraced SAP and SuccessFactors from day one and attributes its business success in part to their trusting, collaborative relationship. Most recently UA rolled out SuccessFactors Recruiting, which included the career portal, electronic onboarding and background/drug testing as well as Learning Management that is integrated with Performance.


Working with SAP and SuccessFactors gives us confidence because they are vested in our leadership and the success of Under Armour.”

Running Better

Utilizing tools for success

Thanks to the expertise at SAP and SuccessFactors and the unsurpassed technology, UA can put the right people on the right tasks, unlocking the full potential of the individual and the organization. Under Armour has embraced its rapid growth and has the tools it needs to support its team members.


Keeping the winning edge in a high
performance workforce

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Meeting high performance goals on and off the field

With SAP and SuccessFactors, Under Armour now drives a high performance workforce with 97% of company goals in the system. And team members are supported by courses assigned from the Learning Management System based on goals and competencies in performance management.


In the competitive game of attracting, engaging and selecting top talent Under Armour is winning with increased top candidate engagement, career portal traffic and the ability to advertise jobs via social media.

Lessons Learned

New ways to recruit the best and brightest

Under Armour has changed its talent acquisition strategy with the help of analytics from its SAP Recruiting application. The organization is now able to target and tailor its recruiting/marketing budget based on the information gathered from the requisition and onboarding process.


Now, it’s possible to see where high performing hires are coming from (e.g. LinkedIn), and focus energy in those areas to recruit only the best and the brightest.


Analysis never stops

Under Armour chose SAP to provide a scalable solution to support constant innovation, reinvention, growth and global expansion. Currently the company is conducting a gap analysis to see where it needs to engage with SAP to improve its business.

Journey Ahead

The short and long game plans

The immediate game plan is to focus on metrics to assist in identifying high potential employees for succession planning and fine tune the learning and development process redesign.

In the long term, the game plan is to keep reinventing Under Armour with help of SAP and SuccessFactors.

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The future

Go big!

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