Last Updated:

4/4/21 11:12 AM

overall rating:

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Under Armour

Internal Representation & Support
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74%

Public Commitment
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48%

External Communication
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67%

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To evaluate this pillar, we take into consideration a range of factors, including but not limited to:

- Employee representation

- Diversity, equity, & inclusion (DEI)

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We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.

Forms of monetary support we look for:

One-off donations
Recurring donations
Grant initiatives
Employee donation matching

 

Highlights

Under Armour has been extremely specific and transparent regarding their DEI progress, including their current practices and internal representation, their commitments going forward, and how they will continue to hold themselves accountable. Some of these commitments include tying annual incentive pay for executives to DEI goals and pledging 40% of their philanthropic portfolio to Black-led organizations.

Lowlights

Under Armour has not elaborated on the exact dollar amount they will be pledging to organizations in support of racial justice.

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We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.

Public statement: We verify that companies have made a formal statement regarding racial injustice.

Social media: We consider how a company uses their platform(s) beyond performative allyship.

Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models. 

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Deep Dive

I. Internal Representation & Support:

Board of Directors:

> 15% Black, 26% - 30% BIPOC, 11% - 20% Women

Executive Leadership:

10% - 11% Black, 11% - 15% BIPOC, 31% - 35% Women

> 15% Black, > 40% BIPOC, > 50% Women

Workforce:

An appointed DEI senior leader and/or a dedicated DEI organization, A Black employee resource group

DEI Support:

II. Public Commitment

Under Armour has pledged a donation of Unspecified contribution amount towards racial injustice, specifically for Black lives. Additionally, Under Armour has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, sponsorship of individuals who use their platform to speak out on racial injustice, sponsorship of events, and co-branded partnerships with other companies. Under Armour is also an advocate for the LGBTQ+ community, people living with disabilities, and Indigienous populations.

III. External Communications

Under Armour has issued a public statement, both on social media and in a public memo, addressing racial injustice The public statement acknowledged that they can be doing better to combat racial inequality within their company, included specific calls to action, and explicitly stated "Black Lives Matter." Since June 2020, 10% - 20% of the brand's social media content has been centered around racial injustice with posts seeking to continue the momentum of BLM. While the brand has made an effort to include ethnic diversity, specifically increasing Black representation, there is little to no evidence on social media of inclusion of the LGBTQ+ community, people living with disabilities, or a wide range of models with varying body types.
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