The Transparent Revolution: A New Era of Sustainable Architecture

BALTIMORE, MD – December 03, 2025 – A shimmering, translucent skin now wraps a portion of Under Armour's new Global Headquarters on the Baltimore waterfront, a testament not only to architectural ambition but also to a deeper industrial shift. While the project recently earned Birdair and Iron Workers Local Union 5 a prestigious 2024 Project of the Year Award from the Ironworker Management Progressive Action Cooperative Trust (IMPACT), the real story lies in the technology behind the award: a 21,000-square-foot façade made of Ethylene Tetrafluoroethylene, or ETFE. This project serves as a powerful case study in how innovative materials, advanced engineering, and highly skilled labor are converging to redefine corporate identity and push the boundaries of sustainable design.

The Skin of the Future: ETFE's Role in Green Building

At the heart of the Under Armour project is the TensoSky® ETFE façade, a complex system of 27 custom panels stretching over 400 feet. Unlike traditional glass, ETFE is a fluorocarbon-based polymer film, a material that is revolutionizing how architects think about building envelopes. Its primary advantage is its astonishingly low weight—at just 1% the weight of glass, it dramatically reduces the structural load on a building, which in turn cuts down on the steel and concrete required, lowering both costs and embodied carbon.

The material's benefits extend far beyond its weight. With a light transmission of up to 95%, the ETFE façade floods the interior with natural daylight, a key strategy in reducing reliance on artificial lighting and enhancing occupant well-being. This transparency, however, doesn't come at the cost of performance. ETFE provides superior thermal insulation compared to single-pane glass, and its properties can be enhanced with multi-layer "pillow" systems that trap air, further improving energy efficiency. For the Under Armour HQ, this means less energy spent on heating and cooling, a critical factor in its pursuit of ambitious environmental targets.

Furthermore, ETFE is remarkably durable and low-maintenance. Its non-stick, chemically inert surface resists pollutants and is effectively self-cleaning, as rain simply washes away accumulated dirt. With a projected lifespan of over 25 years and being 100% recyclable, the material aligns perfectly with the principles of a circular economy, representing a significant step forward from the resource-intensive materials of the past.

A Blueprint for Ambition: Under Armour's Net-Zero Vision

The striking ETFE façade is not an isolated piece of green-tech; it is a vital component of one of the most ambitious corporate sustainability projects in the nation. Under Armour is targeting not only LEED v4 Platinum certification—the highest level recognized by the U.S. Green Building Council—but also full Net Zero energy operations. This means the building is designed to produce as much energy as it consumes, aiming for an Energy Use Intensity (EUI) of 0, a stark contrast to the EUI of 65 for a typical office building.

Achieving this goal requires a holistic strategy. The headquarters integrates a geothermal well system for heating and cooling, extensive rainwater harvesting, a massive rooftop solar array, and the use of mass timber instead of steel for its primary structure—a choice that drastically reduces the building's embodied carbon. The building is also pursuing WELL Building Standard certification, which focuses on features that enhance human health and wellness.

In this context, Birdair's ETFE installation is more than just a "window." It is an integral part of a high-performance system that works in concert with other technologies to achieve unprecedented levels of efficiency. It demonstrates how a company's physical footprint can become a direct expression of its corporate values, reflecting Under Armour's broader commitment to achieving net-zero greenhouse gas emissions by 2050.

Engineering and Expertise: The Craftsmanship Behind the Curtain Wall

Bringing Gensler's architectural vision to life was a feat of engineering and collaborative craftsmanship. The project's success, recognized by the IMPACT award, underscores the critical partnership between technological innovators like Birdair and the skilled tradespeople of Iron Workers Local Union 5. As James Thomas, director of construction at Birdair, noted upon receiving the award, “This project shows what’s possible when innovation and skilled craftsmanship meet.”

The installation team faced a host of unique challenges. They had to navigate sensitive green roof areas with specialized access equipment, meticulously coordinate the transport of oversized components, and engineer a system robust enough to withstand the powerful wind loads and vortex conditions common to a waterfront location. The 105-ton arched steel framing system that supports the ETFE membrane had to be fabricated and erected with absolute precision to ensure a seamless fit.

This level of execution is not accidental. It is the product of extensive training and expertise. Iron Workers Local Union 5, for instance, operates a rigorous four-year apprenticeship program that combines classroom instruction with 8,000 hours of on-the-job training. This investment in human capital ensures that ironworkers possess the specialized skills needed to handle complex materials like ETFE and execute intricate designs safely and efficiently. The Under Armour project is a powerful rebuttal to the idea that automation is replacing skilled trades; instead, it proves that emerging technologies demand an even higher level of human expertise.

The Competitive Edge: Façade Technology as a Market Differentiator

The Under Armour headquarters is a powerful signal of where the architecture and construction industries are headed. Sustainable façades are no longer a niche interest but a central element of high-performance building design. The market is increasingly competitive, with firms like Vector Foiltec also pushing the applications of ETFE technology globally. The trend is toward dynamic, responsive building envelopes that do more than just enclose space—they generate energy, manage daylight, and contribute to a healthier indoor environment.

For a brand like Under Armour, investing in a landmark headquarters that embodies innovation and sustainability is a strategic move. Such a building becomes a powerful tool for attracting and retaining top talent, a physical manifestation of the company's forward-thinking ethos. It stands as a three-dimensional billboard for corporate responsibility, enhancing brand perception among consumers who increasingly value environmental stewardship.

As companies face mounting pressure to decarbonize their operations, the buildings they inhabit are becoming a primary focus. The fusion of advanced materials like ETFE, sophisticated engineering, and the irreplaceable skill of union craftspeople, as showcased on the Baltimore waterfront, is not just an award-winning formula. It is the blueprint for the next generation of corporate architecture, where sustainability and innovation are built into the very fabric of the structure.