By participating in the Trust Protocol, Under Armour will gain access to verified, field-level data measuring key environmental indicators such as water use, greenhouse gas emissions, soil health, and land use.

As an initial step in its membership, the brand plans to implement cotton tracked by the Trust Protocol in all graphic tees within its Freedom collection this fall. This collection is dedicated to recognising and supporting military personnel, veterans, and first responders.

Under Armour's sustainability director, Aaron Driggers, said: “Under Armour believes performance starts with the materials we choose. Where and how our cotton is grown matters. We are pleased to join the US Cotton Trust Protocol and enhance our supply chain transparency as we continue to develop quality products for athletes.”

The US Cotton Trust Protocol operates as a voluntary sustainability initiative for US cotton growers and serves as a traceability platform for US cotton. The programme emphasises quantifiable and verifiable goals to support continuous improvement across six sustainability areas.

By utilising the Trust Protocol framework, Under Armour will be able to monitor and validate improvements across key environmental performance indicators.

US Cotton Trust Protocol president Dr Gary Adams commented: “We welcome Under Armour—a brand dedicated to innovation and continuous improvement. The Trust Protocol’s data-driven approach is aligned with these values and will help Under Armour reinforce its commitment to sustainable sourcing.”

The Trust Protocol claims to be the first sustainable cotton fibre programme to offer comprehensive, verifiable data demonstrating its effectiveness, positioning its growers as industry leaders in sustainable cotton production.

In its 2024/25 Annual Report, the organisation revealed that over 1,500 grower members have made measurable progress in all six key sustainability areas since 2015.

Recently, Marjory Walker and Liz Hershfield were named as co-directors of the programme.