Please ensure Javascript is enabled for purposes of website accessibility

Under Armour Offers Fitness Challenge to Raise Money for Youth Sports Leagues

By Jennifer Saibil - Mar 26, 2020 at 8:16AM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

The athletic wear company is proposing a win-win: Keep Americans healthy and raise funds so more young people have access to sports.

Under Armour (UA 1.19%) (UAA 2.04%) may be seeing slowing revenue and a changing executive lineup, but that's not stopping it from providing for others.

The athletic apparel and footwear maker is sponsoring a 30-day fitness challenge to encourage people to stay healthy and active even if they can't venture too far outdoors.

Athlete lifting weights.

Image source: Under Armour.

Staying fit at home

The struggling company has two fitness apps, MapMyRun, where users can track runs and receive personalized data, and MyFitnessPal, where users get free access to customized fitness and nutrition plans and tips. Anyone can join the challenge, which runs from March 23 through April 22, through either app.

When users join the challenge, Under Armour will donate up to $1 million to Good Sports, a nonprofit organization that provides equipment, footwear, and sports apparel to needy youths.

"It's our mission at Under Armour to make athletes better," CEO Patrik Frisk said, "and in these unprecedented times we are even more committed to providing our communities with essential resources."

Helping itself?

Under Armour has seen sliding sales in its North American market amid an accounting investigation and generally losing favor with its market. While the current COVID-19 pandemic will likely not add anything favorable to an already messy situation, the company is forging on with a new marketing campaign and the tagline "The only way is through." When announcing its new campaigns, both the fitness challenge as well as a commitment of $1 million to support Feeding America, the company said, "During challenging times, the only way through is for communities to team up and fight on together."

Under Armour stock, which was already falling before the coronavirus pandemic, is down more than 50% year to date as of this morning.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Under Armour, Inc. Stock Quote
Under Armour, Inc.
$8.50 (2.04%) $0.17
Under Armour, Inc. Stock Quote
Under Armour, Inc.
$7.67 (1.19%) $0.09

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 07/03/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.