Getting to know Aaron Koeninger, General Manager of Team Sports

Tell us about your path to joining UA. What brought you here? 

I was working in New Jersey for a global consumer goods company, and my wife and I had just started our family. With my wife’s roots in Montgomery County, Maryland, we wanted to be closer to our extended family and build our lives near them. As a sports addict, the opportunity to work at Under Armour felt like a perfect match. I applied for a role online, went through the interview process, and was thrilled to land the job! 

Can you tell us more about your current role? What impact does your team have on the consumer journey with the brand? 

I currently serve as the General Manager of Team Sports at Under Armour, where I lead a dedicated cross-functional team focused on driving growth and innovation across this category. With incredible teammates in product, marketing, and commercial functions, we create tailored, more personalized products and experiences that resonate with team sports athletes. Our mission is to build lifetime relationships with the Team and Young athletes—on and off the field and pitch—by delivering performance solutions that meet their evolving needs. 

What do you love most about working at Under Armour? What makes you stay? 

Working in sports is truly a dream come true. I spent the first part of my career outside the industry, which makes me appreciate every moment here even more. The culture here is fast-paced, collaborative, and deeply connected to sport, which makes every day both inspiring and rewarding. I believe in our mission, our teammates, and the impact we’re making on athletes and communities around the world. 

How have you recently seen teammates living out UA’s values? 

I see our teammates living out UA’s values every day in powerful ways. On Armour Day, teammates embodied the value of Stand for Equality by giving back to Baltimore City schools. They created more vibrant and welcoming school environments, participated in career panels, and sorted equipment donations, ensuring all Baltimore students are able to thrive. Every day, our Love Athletes value is front and center as our innovation, design, and product teams work relentlessly to solve the evolving needs of athletes. And even before the workday begins, you’ll find teammates living out Fight On Together – taking group fitness classes in the gym, pushing each other to be stronger, together. 

If you could give one piece of advice to your younger self, what would it be? 

Be honest with yourself about what truly energizes you in a job—and what doesn’t. You can only excel so much at something you don’t genuinely care about. The sooner you understand what kind of work and environment aligns with your values and passions, the sooner you’ll find fulfillment and purpose in your career. 

What hobbies or activities are you involved in outside of work that help you to recharge and maintain balance in your life? 

Outside of work, I recharge through a mix of physical activity, family time, and exploration. I’m currently training for a HYROX competition in Phoenix this January, which keeps me focused and motivated. I also love playing golf and cheering on my kids at their sporting events. As a family, we enjoy traveling and experiencing new places and cultures.  

What is an exciting innovation on the roadmap for your organization in the upcoming months? 

I am really excited about a game-changing cleat designed to disrupt the market—visually and in performance. This product will push the boundaries of design and functionality, delivering a bold aesthetic and elite-level performance. It’s a true embodiment of Under Armour’s commitment to innovation and athlete-first solutions. Team Sports athletes—get ready! 

Tell us about something exciting that has happened in your business this fiscal year. 

One of the most thrilling moments was seeing Under Armour athlete Achraf Hakimi and his team Paris Saint-Germain win the Champions League. Hakimi scored the opening goal in the final match while wearing our Shadow Elite boots. It was a proud moment for our team seeing the power of our innovation on the world’s biggest stage.  

You've been at Under Armour for over a decade—what core leadership principles have remained constant for you, and which have evolved most significantly? 

A principle that has stayed constant is remaining Humble and Hungry. I’ve learned that  success has many fathers, and failure is an orphan. It’s important to share credit generously when you succeed and take accountability when things don’t go as planned. I believe in learning from mistakes, being open to experimentation, and creating a culture when my team feels empowered to do the same.   

The biggest evolution for me has been my ability to adapt to change. Over the years, I’ve worked with different teams, leaders, and strategies, and each required a different approach.  When the map differs from the terrain, follow the terrain. Flexibility, empathy, and investing in relationships have become essential. Taking time to understand my teammates—their lives, families, and passions—has helped build trust and drive stronger collaboration. 

How do you personally stay connected to athletes and the sports community to ensure UA remains authentic and relevant? 

Sports live at the center of my life. As a parent of three kids (ages 14, 10, and 7) who all play different sports, I get a front-row seat to the mindset and evolving needs of young athletes. I also regularly attend high school, college, and professional sporting events. On top of that, I am fortunate enough to have some high-level former athletes working on my team who are still very connected to the 16–24-year-old team sport athlete. Their perspective helps ensure our strategies and products remain authentic, relevant, and athlete-first. 

Can you share a pivotal moment or decision in your UA journey that has shaped your leadership style or approach? 

10 years ago, I was offered a lateral move within the company that at first, I wasn’t interested in. After consulting my mentors, I decided to take the leap and accept the job. It was the most challenging role I have ever had. It pushed me outside of my comfort zone and exposed me to success and failure in ways I hadn’t experienced before. That period taught me invaluable lessons about resilience, humility, and growth. Don’t be afraid to do something different that makes you uncomfortable, many times that is when you grow the most.