The brand’s statement follows pro-Trump remarks from its CEO, Kevin Plank, on CNBC’s Halftime Report Tuesday, when he said the “pro-business president” was “a real asset to this country.” The interview resulted in social media backlash against the brand as Under Armour celebrity endorsers Misty Copeland, Stephen Curry and Dwayne Johnson came out against Plank’s remarks.
In a viral Instagram post, Copeland wrote, “I have spoken at length with Kevin privately about the matter, but as someone who takes my responsibility as a role model very seriously, it is important to me that he, and UA, take public action to clearly communicate and reflect our common values in order for us to effectively continue to work towards our shared goal of trying to motivate ALL people to be their best selves.”
In his own Instagram post, Johnson clarified that Plank’s remarks were “neither my words or my beliefs,” adding, “His words were divisive and lacking in perspective … a good company is not solely defined by its CEO.”
The timing and nature of today’s statement suggest that it’s a response such backlash, but Under Armour claims in the statement, “These are not new or revised values. This is what we believe.”
The comments also do not shy away from Plank’s relationship with the president. The statement opens by addressing the CEO’s invitation—along with the leaders of GE, Ford, Tesla and Dow Chemical—to join the American Manufacturing Council. “We believe it is important for Under Armour to be a part of that discussion,” the brand wrote.
After citing the new UA Lighthouse facility in Baltimore, which it calls an “important first step in the evolution of creating more jobs at home,” the statement clarifies that the brand engages in “policy, not politics.” Last month, the company also debuted its first “Made in the U.S.” product line.