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Empowering athletes of the NEXT generation.®

I WILL

What is Under Armour’s WIN Initiative?

The WIN Initiative is one of Under Armour’s community impact programs. Using sport and recreation as a catalyst, Under Armour invests in places and programs that empower and inspire people of all ages to transform their community. Quite simply, we believe sports are the heartbeat of a thriving community.

What types of projects are eligible for support?

To ensure communities have access to sport and the many life-changing opportunities that arise through sport participation, Under Armour invests in the following:

WIN: Places – investments in hubs of community sport and recreation

  • What do we fund?
    Capital investments in community centers, sports fields, courts, etc., in communities that Under Armour calls home.
  • How does it work?
    Investments require the nonprofit or government entity to demonstrate no less than two years of operating/program support after project completion.

WIN: Programs – investments in innovative programs and organizations that are meeting emerging needs while using sport as a catalyst for community-led change

  • What do we fund?
    Program support of nonprofit organizations that provide access to sport for underserved populations and/or programs that use sport as a tool to teach life skills to youth.
  • How does it work?
    Once an organization receives support from UA WIN for two (2) consecutive years, the organization must wait two (2) years to reapply or request support again.

WIN: Product – access to Under Armour product to ensure the lack of exceptional product is never a barrier to participation

  • What do we fund?
    In-kind and nonprofit partner discounts on eligible Under Armour product to support the growth of and access to youth sport.
  • How does it work?
    Organizations may apply once per calendar year. WIN: Product does not support fundraising events (walks, runs, golf tournaments, sports tournaments, etc.)

Priority Communities

We believe transformation is accomplished through sustained investment and continued partnership. As such, our investments are limited to communities the brand calls home. A list of our home communities may be found on www.underarmour.com.

What type of organization is eligible for support?

  • 501 c (3), or similar in international locations
  • Units of local government
  • Organization must provide service in community in which Under Armour has a business presence
  • Organization must have at least two years of sustained operations

To support those that are working to build thriving communities across the world, UA WIN places a priority on partner organizations achieving measurable results in an innovative and sustainable manner.

Priority funding will be given to those organizations that:

  • Look for and achieve innovative solutions
  • Achieve measurable and sustainable outputs and outcomes
  • Place an emphasis on storytelling and the effects of a program/project on a given population

How can my nonprofit organization or government entity apply for support?

Application window to apply for Product is open twice per calendar year, February 1 and July 1, and can be found at www.uabiz.com.

Request for funding: Places or Programs is by invitation only after review of a letter of inquiry.

In no more than 2 pages, WIN: Program or WIN: Place Letter of Inquiry must include the following:

  • Organization background and history of success
  • Organization annual budget
  • Evidence of organization leadership (board of directors, executive leadership)
  • Proposed project/program
  • Community of focus
  • Population served
  • Expected output (ex: number of kids)
  • Expected outcome (ex: improved school attendance)
  • Evidence of sustainability
  • Evidence of innovation and the desire to tell a great story

Letters of inquiry will only be accepted via email to globalphilanthropy@underarmour.com. Once received, our team will review and respond. Please allow up to 8 weeks for a response.

***Phone calls and letters received via USPS, UPS, or FedEx will not be accepted. ***