Inside the Tech Stack Powering Under Armour's $5.2B Revenue — SFCC, Fastly, Algolia & More

Because reverse-engineering what winning brands build on is the highest-ROI competitive research you can do. Under Armour is a publicly traded, $5.2B revenue athletic brand (SEC filing, FY2025) that recently overhauled its entire digital infrastructure. Their choices reveal exactly which platform bets matter at enterprise scale.

Unlike brands with verbose CSP headers (which act as a public inventory of tools), Under Armour's headers are minimal. So we used a combination of DNS record analysis, HTTP header inspection, and technology detection tools like BuiltWith and SecurityHeaders.com to reconstruct their stack.

We also cross-referenced findings with published vendor case studies — Merkle, Algolia, and AWS all have public documentation confirming their partnerships with Under Armour. This gives us higher confidence than header analysis alone.

This is exactly the kind of analysis LeadMaxxing runs automatically on any brand you point it at — tech detection, DNS recon, security audit, cost estimates — all in under 60 seconds.

Under Armour doesn't run a standard Salesforce storefront. In 2023, they migrated to a headless architecture — decoupling the frontend experience from the SFCC commerce engine:

This headless pattern lets Under Armour control every pixel of the storefront experience — page speed, personalization, layout testing — while SFCC handles the commerce logic: inventory, pricing, cart, checkout. The result: sub-three-second page loads across 35 storefronts, per Merkle's published case study.

Advertising Platforms (4 tools)

Under Armour runs paid advertising across major platforms. Technology fingerprinting reveals scripts from these providers:

Analytics & Optimization (3 tools)

Under Armour's analytics stack combines Google's free tier with enterprise-grade search optimization:

Customer Engagement (2 tools)

Infrastructure & Operations (4 tools)

Under Armour implements only 1 of 6 standard security headers. Verify at securityheaders.com.

Curious how your own security headers stack up? LeadMaxxing's free report includes a full header audit with your score, missing headers, and fix-it instructions — no engineering background required.

This doesn't include significant ad spend across multiple platforms, engineering salaries for the headless frontend, or Merkle's implementation services. Total marketing technology investment: well into seven figures annually.

Most of these gaps — security headers, missing personalization, limited analytics — can be addressed incrementally. LeadMaxxing takes a different approach: one lightweight script that handles visitor ID, tracking, personalization, and email — no enterprise complexity required.

Understanding exactly which tools a $5.2B brand runs — and where they have gaps — lets you make smarter technology decisions. Under Armour's headless SFCC architecture is aspirational, but their security header score shows that even enterprise brands have blind spots. You can learn from their wins (Algolia's 35% search conversion lift, Fastly's edge delivery) while avoiding their gaps (weak security headers, lack of visible personalization). Cross-reference with their pricing strategy and SEO approach to build the full competitive picture.

Frequently Asked Questions

What ecommerce platform does Under Armour use?

Under Armour uses Salesforce Commerce Cloud (SFCC), migrated in 2017 with implementation by Merkle (now dentsu). In 2023, they transitioned to a headless frontend architecture on top of SFCC, decoupling the storefront from the commerce engine. This powers 35 global storefronts across 3 regions and achieved a 10% improvement in mobile conversion rates.

What CDN does Under Armour use?

Under Armour uses Fastly as their CDN. DNS CNAME records for underarmour.com point to n.sni.global.fastly.net, routing through Fastly's global edge network. At Under Armour's traffic volume ($5.2B annual revenue), Fastly CDN costs are estimated at $50K–$200K per year depending on bandwidth and edge compute usage.

What search technology powers underarmour.com?

Under Armour uses Algolia for site search, replacing an in-house open-source platform in 2017. Per Algolia's published case study, this resulted in a 35% higher conversion rate for customers using search. The implementation includes type-ahead autocomplete, custom ranking via Query Rules (product popularity, newness, availability), and is also deployed on their B2B website.

What is Under Armour's website security header grade?

Under Armour scores 1 out of 6 on critical security headers, receiving a grade F. The only header present is Strict-Transport-Security (HSTS) with max-age=63072000. Missing headers include Content-Security-Policy, X-Frame-Options, X-Content-Type-Options, Referrer-Policy, and Permissions-Policy. This is below average for enterprise ecommerce. Verify at securityheaders.com.

Does Under Armour use AWS?

Yes. In November 2021, Under Armour selected AWS as its preferred cloud provider for SAP environments, per a BusinessWire announcement. They migrated their entire SAP landscape to AWS in under six months, covering design, merchandising, planning, manufacturing, supply chain, and sales distribution. This is separate from their ecommerce platform (SFCC) and CDN (Fastly).

How much does Under Armour spend on marketing technology?

We estimate Under Armour's annual SaaS spend on core marketing and infrastructure tools at $500K–$1M+, excluding ad spend and internal engineering. Major estimated line items: Salesforce Commerce Cloud ($200K–$500K/year), Fastly CDN ($50K–$200K/year), Algolia enterprise search ($20K–$50K/year), AWS infrastructure ($100K–$500K/year), and Merkle LoyaltyPlus ($50K–$200K/year). These are estimates based on publicly listed pricing tiers.

What loyalty program technology does Under Armour use?

Under Armour launched UA Rewards in August 2023, powered by Merkle LoyaltyPlus. Per Merkle's published case study, the program achieved 1 million loyalty sign-ups in its first year and a 3x higher loyalty conversion rate. The loyalty platform integrates with their Salesforce Commerce Cloud headless storefront across all 35 global storefronts.

How does Under Armour's tech stack compare to Nike's?

Both Under Armour and Nike operate enterprise-grade tech stacks, but with different platform choices. Under Armour uses Salesforce Commerce Cloud with a headless frontend and Fastly CDN, while Nike runs a fully custom stack. Under Armour's choice of SFCC gives them enterprise reliability without the engineering overhead of a fully custom build. Both companies use AWS for cloud infrastructure, and both have invested heavily in site search (Algolia for UA). The key difference is scale: Nike's estimated annual martech spend exceeds $10M/year.