INTEGRATION OF FAITH: UNDER ARMOUR 1
Integration of Faith: Under Armour
Michael A. Coffey
School of Business, Liberty University
Author Note
Michael A. Coffey
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Michael A. Coffey.
Email: mcoffey14@liberty.edu
INTEGRATION OF FAITH: UNDER ARMOUR 2
Integration of Faith: Under Armour
Under Armour Ethics
In conducting the case study of the sports apparel company Under Armour, I discovered
an ethical issue that damaged its reputation with investors from a strategic point of view. Under
Armour, Inc. was accused of misleading investors about the factors driving its revenue growth
and failing to disclose known uncertainties about its future revenue prospects by the Securities
and Exchange Commission (SEC charges Under Armour Inc. with disclosure failures, 2021).
This act of misleading investors violates the reporting guidelines outlined by the Financial
Accounting Standards Board and the United States Securities and Exchange Commission.
Furthermore, it was both an ethical and financial issue as it calls to question the honesty of the
company as well as the financial strength and legitimacy of Under Armour. Additionally, this
action affects the investment strategy that guides how Under Armour acquires new investors. It
will alter their strategy and force them to develop new actions to ensure that financial
information is passed honestly.
When researching biblical verses that would be relevant to this situation, I continually fell
into the book of Proverbs. In fact, more than any other book, the book of Proverbs is categorized
as a book of wisdom because it best captures the tone, themes, and defining traits of the Israelite
wisdom tradition (Clements, 2019). As the author, Solomon wrote this book to help impart
wisdom to the youth in hopes of helping them become wise. The book of Proverbs is written as a
reminder of the importance of truth and justice through God’s eyes. As such it felt like the perfect
supporting biblical reference to utilize in the discussion of an unethical misleading of investors.
INTEGRATION OF FAITH: UNDER ARMOUR 3
I have chosen Proverbs 12:22 and 19:1 as my two Bible verses that are relevant to this
ethical issue. Proverbs 12:22 states, “Lying lips are an abomination to the Lord, but those who
act faithfully are his delight” (English Standard Version Bible, 2021). This verse reminds us that
as Christians we must rely on our faith in the Lord when we are conducting our business. Being
deceitful in our business dealings harms both the reputation and the financial affairs of the
company. When all our business actions are done in faith, the Lord will ensure that the company
stays on the path intended for them in His plan. Under Armour should have acted in good faith
and accepted the risk associated with disclosing the underperforming financials.
The next verse states, “Better is a poor person who walks in his integrity than one who is
crooked in speech and is a fool” (English Standard Version Bible, 2021, Prov. 19:1). I felt that
this verse related to the ethical issue as it is an act that can be rooted in greed. When investors are
lied to, it is typically done to protect a failing company from losing its financial backing. This
verse reiterates that we should conduct all our business with honesty and integrity. Additionally,
it warns us against lying and speaking without facts to back up our basis. Having integrity is not
only a key part of operating a business in an ethical manner but also in operating a business as an
example of Christ.
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References
Clements, R. E. (2019). Eerdmans Commentary on the Bible: Proverbs. Wm. B. Eerdmans
Publishing.
English Standard Version Bible. (2021). ESV Online. https://esv.literalword.com/
SEC charges Under Armour Inc. with disclosure failures. (2021, May 3). U.S. Securities And
Exchange Commission. Retrieved May 2, 2023, from https://www.sec.gov/news/press-
release/2021-78#:~:text=The%20Securities%20and%20Exchange
%20Commission,million%20to%20settle%20the%20action.
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