Under Armour advertising spend, FY2026

Under Armour (UAA) reported $502M of advertising expense for the fiscal year ended Mar 31, 2026. That is 10.1% of revenue of $5B. Down 8.7% from FY2025.

Ad spend, FY2026
$502M
year ended Mar 31, 2026
Change vs prior year
-8.7%
vs FY2025
Share of revenue
10.1%
of $5B revenue
Rank by ad spend
#124
of 336 companies

Key facts

  • Ad spend is 1.1x its FY2016 level ($478M), in line with revenue (1.0x).
  • The highest year on file is FY2021 at $649M; FY2026 is 23% below it.
  • Largest increase +35.1% in FY2014; largest cut -8.7% in FY2026.
  • Ad spend has fallen 3 years in a row.
  • Ad spend is 10.1% of revenue, down from 11.4% in FY2021.
  • Under Armour spends more on advertising than 63% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2009 (ended 2009-12-31): $109M FY2010 (ended 2010-12-31): $128M 2010 FY2011 (ended 2011-12-31): $168M FY2012 (ended 2012-12-31): $205M FY2013 (ended 2013-12-31): $247M 2013 FY2014 (ended 2014-12-31): $333M FY2015 (ended 2015-12-31): $418M FY2016 (ended 2016-12-31): $478M 2016 FY2017 (ended 2017-12-31): $565M FY2018 (ended 2018-12-31): $544M FY2019 (ended 2019-12-31): $579M 2019 FY2020 (ended 2020-12-31): $550M FY2021 (ended 2021-12-31): $649M FY2023 (ended 2023-03-31): $620M 2023 FY2024 (ended 2024-03-31): $569M FY2025 (ended 2025-03-31): $550M FY2026 (ended 2026-03-31): $502M 2026 $502M

Ad spend as % of revenue

0% 5% 10% 15% FY2009 (ended 2009-12-31): 13.2% FY2010 (ended 2010-12-31): 12.5% 2010 FY2011 (ended 2011-12-31): 11.7% FY2012 (ended 2012-12-31): 11.5% FY2013 (ended 2013-12-31): 10.8% 2013 FY2014 (ended 2014-12-31): 11.1% FY2015 (ended 2015-12-31): 10.5% FY2016 (ended 2016-12-31): 9.9% 2016 FY2017 (ended 2017-12-31): 11.3% FY2018 (ended 2018-12-31): 10.5% FY2019 (ended 2019-12-31): 11.0% 2019 FY2020 (ended 2020-12-31): 12.3% FY2021 (ended 2021-12-31): 11.4% FY2023 (ended 2023-03-31): 10.5% 2023 FY2024 (ended 2024-03-31): 10.0% FY2025 (ended 2025-03-31): 10.6% FY2026 (ended 2026-03-31): 10.1% 2026 10.1%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Mar 31, 2026 $502M -8.7% $5B 10.1% MarketingAndAdvertisingExpense 10-K May 19, 2026
FY2025 Mar 31, 2025 $550M -3.3% $5.2B 10.6% MarketingAndAdvertisingExpense 10-K May 19, 2026
FY2024 Mar 31, 2024 $569M -8.4% $5.7B 10.0% AdvertisingExpense 10-K May 29, 2024
FY2023 Mar 31, 2023 $620M n/a $5.9B 10.5% AdvertisingExpense 10-K May 29, 2024
FY2021 Dec 31, 2021 $649M +18.0% $5.7B 11.4% AdvertisingExpense 10-K May 29, 2024
FY2020 Dec 31, 2020 $550M -4.9% $4.5B 12.3% AdvertisingExpense 10-K May 24, 2023
FY2019 Dec 31, 2019 $579M +6.5% $5.3B 11.0% AdvertisingExpense 10-K Feb 23, 2022
FY2018 Dec 31, 2018 $544M -3.8% $5.2B 10.5% AdvertisingExpense 10-K Feb 24, 2021
FY2017 Dec 31, 2017 $565M +18.3% $5B 11.3% AdvertisingExpense 10-K Feb 26, 2020
FY2016 Dec 31, 2016 $478M +14.3% $4.8B 9.9% AdvertisingExpense 10-K Feb 25, 2019
FY2015 Dec 31, 2015 $418M +25.5% $4B 10.5% AdvertisingExpense 10-K Feb 28, 2018
FY2014 Dec 31, 2014 $333M +35.1% $3B 11.1% AdvertisingExpense 10-K Feb 23, 2017
FY2013 Dec 31, 2013 $247M +20.0% $2.3B 10.8% AdvertisingExpense 10-K Feb 22, 2016
FY2012 Dec 31, 2012 $205M +22.3% $1.8B 11.5% AdvertisingExpense 10-K Feb 20, 2015
FY2011 Dec 31, 2011 $168M +31.0% $1.4B 11.7% AdvertisingExpense 10-K Feb 21, 2014
FY2010 Dec 31, 2010 $128M +17.7% $1B 12.5% AdvertisingExpense 10-K/A Feb 26, 2013
FY2009 Dec 31, 2009 $109M n/a $823M 13.2% AdvertisingExpense 10-K Feb 27, 2012

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Under Armour in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
123 Chime Financial $510M 23.3% +11.7% FY2025
124 Under Armour $502M 10.1% -8.7% FY2026
125 EverQuote $501M 72.3% +45.1% FY2025
126 Deckers Outdoor $496M 9.1% +14.7% FY2026
127 PVH $496M 5.5% +3.2% FY2026
128 Bausch & Lomb $495M 9.7% -6.3% FY2025
129 Ulta Beauty $491M 4.0% +13.8% FY2026

Full ranking of 336 companies · Biggest cuts #36

Questions

How much does Under Armour spend on advertising?

Under Armour spent $502M on advertising in fiscal 2026, the year ended Mar 31, 2026, according to its 10-K filed May 19, 2026.

What percentage of revenue does Under Armour spend on advertising?

10.1% of revenue in fiscal 2026 ($502M of $5B). The median across the 336 companies tracked is 5.2%.

Is Under Armour spending more on advertising?

No. Ad spend fell 8.7% in fiscal 2026 from fiscal 2025. It has fallen 3 years in a row.

How does Under Armour rank by advertising spend?

#124 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Under Armour's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2026, filed May 19, 2026
Accession number
0001336917-26-000073
Company
Under Armour, Inc., CIK 1336917, SIC 2300 (Apparel & Other Finishd Prods of Fabrics & Similar Matl)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Under Armour advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed May 19, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/under-armour/advertising-spend/
Download
CSV, all years · CSV, all 336 companies