• Company Name: Under Armour, Inc.
• Founded: 1996
• Founder: Kevin Plank
• Headquarters: Baltimore, United States
• Industry: Sporting goods, apparel, footwear and 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 countries1

Under Armour was founded in 1996 by Kevin Plank, who previously served as special teams captain for the University of Maryland football team. Frustrated by heavy cotton T-shirts that became soaked with sweat during training, Plank developed a lightweight synthetic compression shirt capable of wicking moisture away from the body. The first prototype, known as “The Shorty” (#0037), laid the foundation for the company. Plank initially sold these shirts directly from the boot 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

Under Armour expanded rapidly throughout the early 2000s. Key milestones in the company’s development 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 the athletic footwear market with football cleats.
• 2007: Opening of the first Under Armour Brand House retail store.
• 2010: Surpassed US$1 billion in annual revenue.
• 2015: Expansion into digital fitness through the 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 across several major categories.

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

The company is recognised for developing proprietary performance technologies tailored to specific environmental conditions and athletic needs:2

• HeatGear®: Lightweight fabric engineered for hot weather.
• ColdGear®: Insulating material designed to retain warmth in cold conditions.
• AllSeasonGear®: Fabric suited for moderate temperatures.
• UA HOVR™: Cushioning system that absorbs impact whilst returning energy.
• UA Storm®: Water-resistant treatment that maintains breathability.
• UA TriBase™: Shoe platform engineered to enhance stability during training.

Under Armour’s stated vision is “to inspire you with performance solutions you never knew you needed and can’t imagine living without”. Its broader corporate purpose focuses on empowering athletes by creating innovative products that improve performance and remove barriers to participation in sport.1

Under Armour has built its identity around performance, innovation, determination, athletic excellence and continuous improvement. Its long-running slogan, “Protect This House”, became one of the most recognisable marketing campaigns in the sportswear industry.1

Under Armour sponsors athletes, teams and sporting organisations across numerous disciplines. Notable athletes associated with the brand have included Stephen Curry (basketball), Tom Brady (American football), Jordan Spieth (golf), Anthony Joshua (boxing), Michael Phelps (swimming) and Dwayne Johnson (Project Rock collection). The company also supports collegiate athletic programmes, professional teams and youth sport initiatives.1

As of 2024, Under Armour operates more than 445 branded and factory stores worldwide and sells products in over 140 countries. The company maintains offices across North America, Europe, Asia-Pacific and Latin America.1

Under Armour emphasises an athlete-first approach to product design, underpinned by research-driven innovation and high-performance materials. The company also prioritises sustainability initiatives and seeks to expand access to sport for young people globally.1

From a single moisture-wicking compression shirt developed in a basement, Under Armour has grown into one of the world’s most recognisable athletic brands. Its focus on technical innovation, performance-driven design and partnerships with elite athletes has established it as 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