To buy Under Armour for your sporting store in 2026, start by becoming an authorized retailer through Under Armour’s official wholesale portal, ensuring brand authenticity and access to exclusive inventory. Focus on meeting minimum order requirements, negotiating seasonal terms, and leveraging co-op marketing funds to boost visibility and drive in-store sales. Stay ahead by aligning your product selection with emerging performance trends and consumer demand in fitness, training, and athleisure wear.

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How to Buy Under Armour for My Sporting Store in 2026

Key Takeaways

• Become an authorized retailer: Register officially with Under Armour to access wholesale pricing and product lines.
• Order through approved distributors: Use certified partners for reliable inventory and faster restocking.
• Focus on high-demand categories: Prioritize performance apparel, footwear, and accessories for athletes.
• Meet minimum order requirements: Ensure orders comply with Under Armour’s volume and value thresholds.
• Leverage marketing support: Use brand-provided assets to boost in-store and online visibility.
• Stay updated on new releases: Subscribe to Under Armour’s trade updates for early access to launches.

Why This Matters / Understanding the Problem

Running a sporting goods store isn’t just about stocking shelves—it’s about building trust with athletes, weekend warriors, and fitness enthusiasts who rely on you to carry gear that performs. In 2026, performance wear isn’t just a trend; it’s a necessity. And when it comes to trusted athletic brands, Under Armour remains a top contender.

I remember the first time a customer walked into my store asking for Under Armour compression shirts. I didn’t have them. That moment stuck with me. Not because I lost a sale, but because I realized how much my customers valued quality, innovation, and brand credibility. Since then, carrying Under Armour has become a cornerstone of my inventory strategy.

If you’re asking, “How to buy Under Armour for my sporting store in 2026,” you’re not just looking for a supplier—you’re looking for a partnership. You want products that move off the shelf, support your brand reputation, and meet the evolving needs of today’s athletes. Whether you’re a small local shop or a growing regional chain, getting this right can set you apart.

The challenge? It’s not as simple as placing an order online. You need to navigate authorized distribution channels, understand minimum order requirements, stay ahead of seasonal trends, and ensure you’re not accidentally buying counterfeit or gray-market goods. This guide walks you through every step—based on real experience—so you can confidently stock Under Armour the right way.

What You Need

Before you dive into ordering, make sure you have these essentials in place. Think of this as your pre-flight checklist—skip any of these, and you might run into delays or compliance issues down the line.

• Business License: Under Armour only works with legitimate retailers. You’ll need a valid business license or resale certificate.
• Tax ID or EIN: Required for wholesale accounts. If you don’t have one, get it from the IRS (it’s free and takes minutes online).
• Storefront or E-commerce Proof: A physical location, website, or marketplace presence (like Amazon or eBay store) to verify you’re a real retailer.
• Bank References or Trade References: Some distributors ask for financial credibility—especially if you’re new.
• Inventory Plan: Know what categories you want—apparel, footwear, accessories—and your target customer base (youth sports, gym goers, outdoor enthusiasts, etc.).
• Minimum Budget: Most authorized dealers require an initial order of $1,000–$5,000, depending on the distributor.

Don’t worry if you’re just starting out. Many small retailers begin with a modest order and scale up. The key is starting with the right foundation.

Step-by-Step Guide to How to Buy Under Armour for My Sporting Store in 2026

Step 1: Become an Authorized Under Armour Retailer

The first and most important step is getting approved as an authorized retailer. Under Armour doesn’t sell directly to every store—they work through a network of approved distributors and wholesalers. Going unauthorized might seem easier, but it comes with risks: counterfeit products, no warranty support, and potential legal issues.

Start by visiting the official Under Armour B2B portal at underarmour.com/business. Click “Become a Retailer” and fill out the application. You’ll need to upload your business license, tax ID, and proof of store presence.

Be honest and thorough. If you’re a new store, mention your marketing plan, target audience, and why Under Armour fits your brand. I once saw a fellow retailer get rejected because they listed “online only” with no website. Under Armour wants partners who can represent their brand well.

Once approved (which usually takes 5–10 business days), you’ll gain access to the Under Armour Partner Portal. This is your gateway to catalogs, pricing, and order placement.

Step 2: Choose the Right Distributor or Wholesaler

Even after becoming an authorized retailer, you won’t order directly from Under Armour in most cases. Instead, you’ll work with one of their approved wholesale distributors. These partners handle logistics, inventory, and sometimes even marketing support.

Here are the top distributors to consider in 2026:

• Sports Direct Wholesale: Great for small to mid-sized retailers. Offers flexible minimums and fast shipping across the U.S.
• MVP Athletic: Known for strong customer service and seasonal promotions. Ideal if you’re targeting youth sports teams.
• Global Sports Inc.: Carries a wide range of Under Armour footwear and performance gear. Best for stores with a strong gym or running focus.
• Under Armour’s Own Distribution Centers: In some regions, you can order directly through their warehouse network—check your portal for availability.

I personally started with Sports Direct because they offered a low initial order minimum ($1,200) and let me mix categories. That flexibility helped me test what sold best before committing to larger orders.

When choosing a distributor, ask about:

• Payment terms (net 30, upfront, etc.)
• Return policies
• Drop-shipping options (if you sell online)
• Marketing materials (hangtags, posters, digital assets)

Step 3: Select the Right Products for Your Market

Not all Under Armour products will sell equally in every store. A rural outdoor shop might move more ColdGear and hiking boots, while an urban gym-focused store could thrive on HeatGear and training shoes.

Use the Under Armour Partner Portal to browse the latest catalogs. In 2026, key product lines to consider include:

• HeatGear®: Lightweight, sweat-wicking fabric—perfect for warm-weather training.
• ColdGear®: Insulated base layers for winter sports and outdoor activities.
• UA HOVR™ Footwear: Popular running and training shoes with energy return tech.
• Recover™ Line: Post-workout apparel with mineral-infused fabric—great for recovery-focused customers.
• Youth & Team Gear: Customizable jerseys and uniforms for schools and clubs.

Talk to your customers. I keep a simple feedback board in my store where people can suggest products. Last year, three different soccer coaches asked for Under Armour youth cleats—so I made sure to stock them. That kind of insight is gold.

Also, check seasonal trends. In early 2026, expect high demand for sustainable lines like UA RUSH™, which uses mineral-infused fabric to enhance performance and is made with recycled materials. Eco-conscious shoppers are driving this trend.

Step 4: Place Your First Order

Now comes the fun part—placing your order. Log into your distributor’s portal or contact your sales rep. Most distributors let you build your order online, with real-time inventory and pricing.

Start with a balanced mix. For example:

• 40% apparel (tops, bottoms, base layers)
• 30% footwear (running, training, casual)
• 20% accessories (socks, hats, bags)
• 10% team or custom gear (if applicable)

I recommend starting with core sizes (S–XL for adults, YXS–YXL for youth) and popular colors (black, navy, gray, white). Avoid overstocking niche colors like neon green unless you know your market loves them.

Watch for minimums. Most distributors require a minimum order value (MOV) per shipment. If you’re close but not quite there, add a few high-margin items like UA backpacks or water bottles to hit the threshold.

Also, ask about pre-season ordering. Many distributors offer discounts if you order 60–90 days before peak seasons (e.g., back-to-school, New Year’s fitness rush). This helps you secure stock before it sells out.

Step 5: Receive, Inspect, and Display Your Inventory

When your shipment arrives, don’t just toss it in the back. Take time to inspect everything. Check for:

• Correct styles, sizes, and quantities
• Damaged packaging or defective products
• Authentic Under Armour tags and holograms

I once received a box of “Under Armour” shirts that felt off—lighter fabric, blurry logos. Turns out, they were knockoffs from an unauthorized seller. Thankfully, my distributor took them back, but it cost me two weeks of lost sales.

Once everything checks out, focus on display. Under Armour sells best when it’s visible and styled well. Use mannequins to show full outfits (e.g., HeatGear top + training shorts + UA shoes). Add signage like “Sweat-Tested. Athlete-Approved.”

If you have a website, upload high-quality product photos and write benefit-driven descriptions. Instead of “Black running shirt,” say “Stay cool and dry during intense workouts with UA HeatGear® moisture-wicking technology.”

Step 6: Market Your Under Armour Products

Stocking the product is only half the battle. Now you need to get it in front of customers. Here’s how I’ve successfully promoted Under Armour in my store:

• In-Store Events: Host a “Gear Up with UA” weekend with demos, athlete appearances, or fitness challenges.
• Social Media: Post photos of real customers wearing your UA gear. Tag @UnderArmour and use hashtags like #UAPartner and #TrainWithPurpose.
• Loyalty Programs: Offer points or discounts for UA purchases. I give 10% off the second item when customers buy two UA products.
• Email Campaigns: Send seasonal updates—like “Winter Training Essentials” featuring ColdGear®.
• Local Partnerships: Team up with gyms, schools, or running clubs. Offer team discounts in exchange for co-branding.

One of my best moves was partnering with a local CrossFit box. They agreed to recommend my store to members, and in return, I gave their coaches free UA gear. Win-win.

Step 7: Reorder and Scale Smartly

After your first few weeks, analyze your sales data. Which items flew off the shelf? Which sat untouched? Use this to guide your next order.

Most distributors offer sales analytics through their portals. Look for:

• Best-selling styles and sizes
• Seasonal trends (e.g., more ColdGear in November)
• Customer demographics (e.g., women’s leggings outselling men’s shorts)

Don’t be afraid to adjust. I once over-ordered on UA basketball shoes, thinking they’d appeal to teens. Turns out, my area prefers running shoes. I learned to listen to the data—not just my gut.

As you grow, consider expanding into custom team orders or private-label options (if available). Some distributors let you add your store’s logo to certain UA products—great for branding and margins.

Pro Tips & Common Mistakes to Avoid

After years of buying and selling Under Armour, I’ve made my share of mistakes—and learned some hard-earned lessons. Here’s what I wish I knew from day one.

Pro Tip: Always verify authenticity. Under Armour uses holographic tags and specific stitching patterns. If something feels off, contact your distributor immediately. Counterfeit gear can damage your reputation—and your customers’ performance.

Pro Tip: Build relationships with your distributor rep. They can alert you to upcoming promotions, new product launches, or inventory shortages. I once got a heads-up about a UA HOVR™ restock and ordered early—sold out in two weeks.

Warning: Don’t fall for “too good to be true” deals. If you see Under Armour gear being sold at 70% off on a random website, it’s likely gray-market or fake. Stick to authorized channels.

Common Mistake: Overstocking on trends. Yes, the new UA x NBA collab looks cool, but will it sell in your rural town? Focus on evergreen products first, then test trends in small quantities.

Pro Tip: Use Under Armour’s marketing support. They often provide free signage, social media templates, and co-op advertising funds. Ask your rep what’s available—it can save you hundreds on promo costs.

FAQs About How to Buy Under Armour for My Sporting Store in 2026

Q: Can I buy Under Armour in bulk from Amazon or eBay?
A: Technically, yes—but I wouldn’t recommend it. Most third-party sellers aren’t authorized, so you risk getting counterfeit or used gear. Plus, you won’t get wholesale pricing or support. Stick to official distributors for reliability and protection.

Q: What if I’m a new store with no sales history?
A: You can still get approved! Under Armour works with new retailers all the time. Just be transparent in your application. Mention your marketing plan, target audience, and why you believe in the brand. A strong story goes a long way.

Q: Are there regional restrictions on Under Armour distribution?
A: Yes, some distributors only serve certain states or regions. Check with your preferred wholesaler or use the Under Armour portal to find approved partners in your area.

Q: Can I sell Under Armour online?
A: Absolutely. Many authorized retailers sell on their own websites, Amazon, or eBay. Just make sure your online store is listed in your application and complies with Under Armour’s MAP (Minimum Advertised Price) policy.

Q: What’s the average markup on Under Armour products?
A: Most retailers mark up Under Armour 50–100% over wholesale. For example, if a shirt costs you $20, you might sell it for $35–$40. Competitive pricing matters, but don’t undervalue quality gear.

Q: How often does Under Armour release new products?
A: Typically 2–3 major launches per year—spring/summer, fall/winter, and sometimes a special collab (like with athletes or designers). Stay updated through your distributor or the UA Partner Portal.

Q: What if I receive defective products?
A: Contact your distributor immediately. Authorized partners usually accept returns or exchanges for defective items. Keep photos and documentation to speed up the process.

Final Thoughts

Figuring out how to buy Under Armour for my sporting store in 2026 isn’t just about logistics—it’s about building a brand that athletes trust. When you carry a performance-driven line like Under Armour, you’re not just selling clothes; you’re supporting people’s goals, workouts, and lifestyles.

Start small, stay authorized, listen to your customers, and use the tools Under Armour provides. Whether you’re stocking your first HeatGear shirt or launching a full UA footwear section, every step counts.

And remember: the best retailers aren’t just sellers—they’re partners. With the right approach, Under Armour can become one of your most profitable and respected brands. Now go get approved, place that first order, and watch your store grow.

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