For Under Armour, supporting women goes beyond performance apparel. It’s about creating spaces where women feel supported, empowered and confident to show up as themselves. At GLAMOUR Wellness, the brand is bringing that philosophy to life through conversations around movement, self-care, education, confidence and women’s health.
We spoke to Under Armour about why women’s wellbeing deserves a more personal approach, the misconceptions around wellness and how innovation in performance apparel is evolving to better meet women’s needs.
GLAMOUR: Why was it important for your brand to collaborate with GLAMOUR for this year’s GLAMOUR Wellness event?
UNDER ARMOUR: For Under Armour, our focus on HER is about more than product, it’s about creating spaces where women feel supported, empowered and confident to show up as themselves. GLAMOUR Wellness felt like a natural extension of that vision. The event brings together different dimensions of women’s wellbeing, from movement and performance to education and self-care, creating an environment where women can connect, learn and feel supported. We’re excited to be part of an experience that puts women at the centre and allows us to engage with them in a meaningful way beyond the traditional sporting environment.
GLAMOUR: What do you hope attendees take away from this event?
UNDER ARMOUR: We want women to leave feeling seen, supported and empowered. Whether that’s discovering a bra that makes them feel more confident when they move, learning more about their breast health, or simply taking time for themselves, we want the experience to remind women that their wellbeing deserves to be prioritised. Most importantly, we want them to feel comfortable taking up space, in sport, in wellness and in everyday life.
GLAMOUR: What’s one misconception about wellness you’d like to change?
UNDER ARMOUR: That wellness has to look a certain way. We believe wellness is deeply personal and isn’t about achieving a perfect routine or aesthetic. It can be movement, rest, education, connection, confidence or simply listening to what your body needs. For women especially, creating a safe space to understand and prioritise your own needs is an important part of wellbeing.
GLAMOUR: Are there any new developments within the industry that your brand is excited about?
UNDER ARMOUR: We’re particularly excited about the continued evolution of women’s performance apparel and bra technology. We’re seeing a much greater understanding of how women’s bodies move and what they need from their clothing, and that’s driving more purposeful innovation in fit, support, comfort and performance. At Under Armour, we’re continuing to invest in this space because we believe women shouldn’t have to compromise between performance and feeling confident in what they wear. The future is about designing with women, not simply for women.
As GLAMOUR Wellness 2026 continues to create space for meaningful conversations around women’s wellbeing, Under Armour’s message is clear: wellness does not have to fit a particular mould. It is personal, evolving and deeply connected to how women move through the world.
Through its continued focus on women’s performance, confidence and wellbeing, Under Armour is helping to shape a conversation that puts women’s needs at the centre — both in sport and beyond it.
At GLAMOUR Wellness 2026, that means celebrating women as they are, supporting them in where they are going, and creating more space for them to prioritise themselves along the way.
