Under Armour packaging
Under Armour is a global leader in performance apparel, footwear, and sports accessories, emphasizing innovation and technology-driven product development. Their packaging strategy reflects a focus on premium branding, robust logistics, and market-appropriate materials to enhance both consumer experience and product integrity.
Packaging Portfolio
Under Armour employs a multi-tiered packaging portfolio including matte black flexible pouches for smaller accessories, custom folding carton boxes with die-cut windows for retail display, and robust corrugated shipping boxes for e-commerce fulfillment. The material selection prioritizes durability and brand consistency, with frequent use of high-impact graphics, bold logo placement, and motivational messaging. Packaging structures are engineered for product protection during transit while maintaining shelf appeal, leveraging both single-layer carton and multi-wall corrugated board as needed.
The packaging is a folding carton made of a single layer of paperboard. It features a smooth, flat construction with clean edges and folds. The exterior is predominantly black with a matte finish, while the interior is red. The box is designed to hold apparel and includes a branded card on top of the contents. The flaps are neatly folded and tuck into place, providing a secure closure.
The packaging is a corrugated box with a sturdy construction, featuring visible fluted layers when viewed from the side. The box is primarily black with a large white Under Armour logo on the top and the brand name printed in white on the front. The edges show slight wear, indicating handling. The box has a rectangular shape, typical for shipping purposes.
The packaging is a flat pouch made of a flexible material, likely a type of plastic or laminated film. It features a matte black finish with a smooth surface. The pouch is sealed at the top and bottom, with a clear window showing the product inside. The overall shape is rectangular, with rounded corners, and it appears lightweight and easy to handle.
The packaging consists of a folding carton that is primarily black with a glossy finish. It features a front panel that is cut out to showcase the product inside, creating a window effect. The edges are clean and precise, indicating a well-constructed design. The carton opens from the top and has tuck tabs for closure. The interior is smooth, and the overall shape is rectangular, designed to hold a specific product securely.
The packaging is a folding carton with a smooth, flat construction. It features a predominantly black exterior with a blue top and accents. The edges are clean and precise, indicating a well-constructed design. The front displays a large logo and product information in white text, while the sides include additional graphics and icons. The overall shape is rectangular with a slightly tapered top, and it has a pull tab for easy opening.
The packaging is a sturdy shipping box made from corrugated cardboard. It features a black exterior with a large gold Under Armour logo prominently displayed on the top. The sides of the box have the text 'PROTECT THIS HOUSE.' in bold gold lettering, along with the phrase 'I WILL' beneath it. The edges of the box are neatly folded, and the construction appears robust, suitable for shipping purposes.
About the Brand
Under Armour operates at the intersection of athletic performance and advanced material science, offering products for professional and recreational athletes worldwide. The company's packaging approach is characterized by strong brand integration, consistent use of signature colors, and attention to shipping durability.
The packaging portfolio includes flexible pouches for accessories, folding cartons for retail display, and corrugated shipping boxes designed for e-commerce logistics. Each solution is tailored for specific product types, balancing protection, presentation, and branding. Under Armour leverages high-visibility logo placement and messaging to reinforce brand identity throughout the unboxing process while maintaining operational efficiency in distribution.
Key Differentiator: Under Armour's packaging consistently marries high-impact branding with durable construction, ensuring both strong shelf appeal and secure delivery in the global e-commerce landscape.
Design System
Visual Style
The visual design emphasizes bold typography, predominantly sans-serif fonts, and a high-contrast color palette anchored by black, white, and accent colors such as red and blue. The overall aesthetic is modern, minimal, and performance-oriented.
Brand Identity
Logo usage is prominent, with the Under Armour mark consistently displayed on all packaging types. Iconography is used to convey product features, and visual consistency is maintained through standard color schemes and recurring brand phrases (e.g., 'Protect This House', 'I Will').
Packaging Design
Material choices include laminated plastics for flexible pouches, SBS paperboard for folding cartons, and double-wall corrugated board for shipping. Structural design favors clean lines, secure closures, and display windows to highlight product features, supporting both retail and e-commerce channels.
User Experience
Packaging is designed to deliver a premium unboxing experience, with intuitive opening mechanisms, branded inserts, and clear messaging. The approach supports customer retention by reinforcing brand values and ensuring product integrity from warehouse to end user.
Company Metrics
Business insights for Under Armour based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Athletes and active individuals seeking high-performance apparel, footwear, and accessories, with a global reach spanning North America, EMEA, and APAC regions.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for Under Armour based on industry standards and best practices
Frequently Asked Questions
What types of packaging does Under Armour primarily use?
Under Armour utilizes a mix of flexible plastic pouches, folding carton boxes, and corrugated cardboard shipping boxes, each selected to align with product category, retail requirements, and shipping durability.
How does Under Armour address sustainability in its packaging?
While Under Armour is committed to sustainability and ethical manufacturing, its packaging mix relies predominantly on conventional materials with selective use of recyclable and reusable structures, reflecting a balance between environmental commitments and protective performance.
What is the role of packaging in Under Armour's brand experience?
Packaging serves as a critical touchpoint for reinforcing Under Armour's premium brand image, with consistent application of logos, color schemes, and motivational messaging throughout the unboxing and retail display experience.
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