Under Armour has ceased production and sales of baseball gloves and bats in Japan, fueling rumors of a full withdrawal from the sport.
The American sports brand, however, continues to sell its core compression wear and cleats, indicating a strategic retreat from low-margin, labor-intensive hard gear.
According to a report by sx4lws.saintjouvent.com, the move is a direct result of a portfolio overhaul by its Japanese distributor, Dome, after it was acquired by the trading giant Itochu Corporation. The decision reflects broader challenges facing global sports brands in Japan’s traditional baseball equipment market.
Corporate Shift at Distributor Dome Sparks Change
The decisive factor in Under Armour’s pullback was a major change in the leadership of its Japanese partner, Dome. In 2022, Itochu Corporation acquired a majority stake in Dome, moving the company from a founder-led, expansion-focused philosophy to a more rigorous, return-on-investment-driven model.
Itochu’s leadership demanded a clear focus on maximizing profitability and eliminating unprofitable business units. The high cost and complexity of producing baseball gloves and bats became a glaring issue compared to the efficient, high-volume manufacturing of apparel.
Baseball glove manufacturing relies heavily on skilled artisans and premium leather. This process is difficult to automate, with handwork accounting for over 80% of the production. The result is high waste from quality inconsistencies and slow inventory turnover, making the business far less profitable than apparel production, which can be scaled efficiently.
| Product Category | Status | Strategic Reason |
|---|---|---|
| Hard Gloves & Bats | Production Discontinued | High leather costs, labor shortages, difficult OEM maintenance |
| Cleats & Footwear | Continued Development | Use of global sole technology maintains high profitability |
| Compression Wear | Core Business Strengthened | Brand identity; models for all levels, including high school |
A Wider Industry Trend: Global Brands Exit the Glove Market
Under Armour’s retreat is not an isolated incident. In August 2024, the iconic Japanese brand Asics, which had equipped stars like Shohei Ohtani and Yu Darvish, announced its own withdrawal from manufacturing and selling baseball gloves and bats, while continuing to produce cleats.
Historically, major global brands like Adidas and Nike also entered the Japanese hard glove market but have since scaled back or completely withdrawn. This pattern points to a systemic challenge within Japan’s baseball supply chain.
The root of the issue lies in the limitations of Japan’s artisan-dependent manufacturing model. Soaring leather prices, increased costs of imported raw materials due to currency fluctuations, and an aging workforce of skilled craftsmen have driven production costs up dramatically over the past decade.
This is happening while the youth baseball population shrinks due to Japan’s declining birth rate, making it impossible to raise prices sufficiently to cover the increased costs.
Impact on Pro Players: A New Era of Hybrid Contracts
The change in equipment supply has had a visible impact on professional baseball players, leading to a new model of athlete endorsements. Long-time Under Armour ambassador Yuki Yanagita of the Fukuoka SoftBank Hawks exemplifies this shift.
Yanagita once wore the Under Armour logo on his gloves, bats, cleats, and compression gear, creating a strong brand identity. With the discontinuation of hard gear, he switched to gloves from other makers. For the critical leather products that define a fielder’s feel, he now prioritizes personal familiarity, using custom-made gloves from multiple suppliers like Mizuno.
However, he continues his relationship with Under Armour for training apparel, compression wear, and cleats. This “item-by-split contract” approach, where an athlete partners with different brands for different types of gear, is becoming the industry standard.
Clarifying the Misconception: It’s Not an Exit, but a Refocus
The public perception that Under Armour is abandoning baseball altogether stems from the phased removal of its gloves and bats from catalogs between 2021 and 2022. As specialty stores reduced their Under Armour glove sections and stopped taking custom orders, the misconception spread that the brand was leaving the sport.
A look at the diamond, however, tells a different story. Under Armour’s original product, the compression shirt, remains dominant at every level, from high school baseball to the pros and even MLB. The brand also continues to offer resin and metal cleats, elbow guards, batting gloves, and equipment bags.
The company’s decision was not an “exit from baseball” but a “discontinuation of low-margin, hard gear made from leather, wood, and metal.” For Under Armour, which relied on domestic tanners and OEM factories, the rising cost of raw materials and quality control had become incompatible with the standards of its global apparel-centric business.
Future Strategy: Doubling Down on Apparel and Cleats
By shedding hard gear, Under Armour is now refocusing on its core strengths: “Technology x Performance Apparel.” The base layer, known for its moisture-wicking properties and fit, continues to command unwavering support from athletes of all levels.
The brand is also intensifying its focus on the cleat market. Baseball cleats benefit from economies of scale, as they can use the company's global cushioning and outsole-forming technologies. By concentrating resources on developing soles that maximize running speed and the reaction force during batting, Under Armour aims to create a clear distinction from its competitors.
By stepping back from the traditional craft of glove-making, Under Armour is rebuilding its identity as a “functional brand that evolves athletes.” It is not disengaging from the sport but redefining its role to focus on the areas where it can provide the most value.
Questions About Under Armour Baseball Gloves and Yuki Yanagita
Q: Can I still buy new Under Armour baseball gloves?
A: No, the company has officially stopped manufacturing and taking orders for new gloves. Any new gloves available on the market are from remaining store stock or the resale market and do not come with a manufacturer’s warranty.
Q: What glove brand is Yuki Yanagita using now?
A: Since Under Armour stopped supplying him, Yanagita has used custom-made gloves from other brands, including models from Mizuno and other professional-grade or artisan-crafted gloves. He continues to wear Under Armour apparel and cleats.
Q: Is Asics’ withdrawal from baseball gloves related to Under Armour’s?
A: Yes, the situations are identical. Both companies chose to stop manufacturing gloves and bats while continuing to produce footwear. This is a shared business decision driven by the structural decline in profitability for leatherworking and a shrinking domestic baseball population.
Under Armour’s withdrawal from the baseball glove and bat market is a story of strategic adaptation, not of defeat. In the current baseball equipment market, domestic specialists like Mizuno, Zett, and SSK now dominate the hard gear, while global brands like Under Armour focus on apparel and footwear.
The “UA” logo on gloves has become a collector’s item, but the brand’s commitment to performance on the field, through the uniforms and cleats that players wear, remains as strong as ever.
