• Company Name: Under Armour, Inc.

• Founded: 1996

• Founder: Kevin Plank

• Headquarters: Baltimore

• Industry: Sporting goods, Apparel, Footwear, Accessories

• Type: Public company

• Stock Exchange: NASDAQ (Ticker: UA, UAA)

• Area Served: Worldwide

• Products: Athletic clothing, sports shoes, sports equipment, bags, caps, socks, gloves, and fitness accessories

• Employees: Approximately 16,000 worldwide (2024)

• Availability: Products sold in more than 140 countries. [1]

Under Armour was established in 1996 by Kevin Plank, a former special teams captain for the University of Maryland football team. Frustrated by heavy cotton T-shirts that became soaked with sweat during practice, Plank developed a lightweight synthetic compression shirt capable of wicking moisture away from the body.

The first prototype, known as “The Shorty” (#0037), became the foundation of the company. Plank initially sold the shirts directly from the trunk of his car to college and professional football teams.

In 1998, the company relocated from Washington, D.C. to Baltimore, Maryland, which remains its global headquarters. [1]

Throughout the early 2000s, Under Armour expanded rapidly.

Major milestones include:

• 1997: Introduction of HeatGear® and ColdGear® performance fabrics.

• 2003: Launch of the iconic “Protect This House” advertising campaign.

• 2005: Initial Public Offering (IPO) on NASDAQ.

• 2006: Entry into athletic footwear with football cleats.

• 2007: Opening of the first Under Armour Brand House retail store.

• 2010: Surpassed US$1 billion in annual revenue.

• 2015: Expanded into digital fitness through acquisitions of MapMyRun, Endomondo, and MyFitnessPal.

• 2018: Introduction of UA HOVR™ cushioning technology.

• 2020: Launch of Curry Brand in partnership with NBA superstar Stephen Curry. [1]

Under Armour designs products for professional athletes, fitness enthusiasts, and everyday consumers.

Major product categories include:

Apparel

• Compression shirts

• T-shirts

• Hoodies

• Jackets

• Shorts

• Leggings

• Training wear

• Golf apparel

• Team uniforms

Footwear

• Running shoes

• Basketball shoes

• Training shoes

• Football cleats

• Soccer boots

• Hiking shoes

• Lifestyle sneakers

Accessories

• Backpacks

• Hats

• Socks

• Gloves

• Water bottles

• Sports bags

• Protective gear

• Fitness accessories

Under Armour is recognized for developing proprietary performance technologies, including:

• HeatGear® – Lightweight fabric designed for hot weather.

• ColdGear® – Insulating material that keeps athletes warm in cold conditions.

• AllSeasonGear® – Designed for moderate temperatures.

• UA HOVR™ – Cushioning system that absorbs impact while returning energy.

• UA Storm® – Water-resistant treatment that maintains breathability.

• UA TriBase™ – Shoe platform engineered for enhanced stability during training. [2]

Under Armour’s vision is:

“To inspire you with performance solutions you never knew you needed and can’t imagine living without.”

Its broader purpose is to empower athletes by creating innovative products that improve performance and remove barriers to participation in sports. [1]

Under Armour has built its identity around:

• Performance

• Innovation

• Determination

• Athletic excellence

• Continuous improvement

Its long-running slogan, “Protect This House,” became one of the most recognizable marketing campaigns in sports apparel.

Under Armour sponsors athletes, teams, and sporting organizations across many disciplines.

Notable athletes have included:

• Stephen Curry (basketball)

• Tom Brady (American football)

• Jordan Spieth (golf)

• Anthony Joshua (boxing)

• Michael Phelps (swimming)

• Dwayne Johnson (Project Rock collection)

The company also sponsors collegiate athletic programs, professional teams, and youth sports initiatives.

As of 2024, Under Armour:

• Operates more than 445 branded and factory stores worldwide.

• Sells products in over 140 countries.

• Maintains offices across North America, Europe, Asia-Pacific, and Latin America. [1]

Under Armour emphasizes:

• Athlete-first product design

• Research-driven innovation

• High-performance materials

• Sustainability initiatives

• Expanding access to sports for young people worldwide. [1]

From a single moisture-wicking compression shirt developed in a basement, Under Armour has grown into one of the world’s most recognizable athletic brands. Its focus on technical innovation, performance-driven design, and partnerships with elite athletes has made it a major player in the global sportswear industry. Despite intense competition, the company continues to invest in new materials, footwear technologies, and athlete-focused product development to strengthen its position in the performance apparel market. [1]

1. History

2. About Under Armour® | Under Armour UK