Under Armour

Under Armour is an American multinational corporation that develops, markets, and distributes performance apparel, footwear, and accessories. Founded in 1996 by former University of Maryland football player Kevin Plank, the company pioneered the market for moisture-wicking athletic gear. Headquartered in Baltimore, it has grown into a major competitor in the global sportswear industry, known for its innovative fabrics and high-profile athlete endorsements.

History

The company's origins trace back to 1996 when founder Kevin Plank, frustrated with cotton T-shirts becoming heavy with sweat during football practice at the University of Maryland, sought to create a superior alternative. Operating from his grandmother's Washington, D.C. basement, Plank developed a prototype synthetic shirt. Early sales were fueled by outreach to former college teammates playing in the National Football League and equipment managers at major college football programs like Georgia Tech. The brand gained significant exposure when it was featured in the 1999 film Any Given Sunday. Major growth followed, including a pivotal 2006 initial public offering on the New York Stock Exchange under the ticker UAA. The company expanded globally, opening flagship stores in locations like Shanghai and establishing a major Innovation Center in Portland, Oregon.

Products

The core product line is built on performance apparel utilizing proprietary fabric technologies like HeatGear for hot conditions, ColdGear for cold weather, and AllSeasonGear. Its offerings span compression shirts, shorts, and leggings designed for a wide range of sports including American football, baseball, basketball, and golf. The footwear division, launched in 2006, includes lines for running, basketball—most notably the Curry signature line for Stephen Curry—and training. The company also produces a broad array of accessories such as backpacks, gloves, and headwear, and has expanded into the connected fitness market with digital platforms like MapMyRun.

Business operations

Global headquarters are located at the historic Locust Point facility in Baltimore, with additional major offices in Amsterdam, Hong Kong, and Panama City. The company operates a multi-channel distribution strategy encompassing wholesale partnerships with major retailers like Dick's Sporting Goods and Academy Sports + Outlets, a global network of brand house retail stores, and direct-to-consumer e-commerce. Manufacturing is outsourced to a global supply chain with production primarily in China, Vietnam, Jordan, and Indonesia. In recent years, leadership has included executives from companies like Marriott International and Walmart.

Marketing and sponsorships

Marketing has historically centered on a "performance" ethos and aggressive athlete endorsement deals. It has maintained long-term partnerships with iconic figures such as Michael Phelps, Tom Brady, and Stephen Curry, whose signature basketball shoe line is a cornerstone of the footwear business. The company has been the official outfitter for many sports organizations, including Major League Baseball and the National Hockey League. It has also sponsored prominent college athletic programs under NCAA agreements with schools like UCLA and the University of Notre Dame. Marketing campaigns have often featured high-energy advertising during major events like the Super Bowl.

Controversies

The company has faced several significant controversies. In 2021, it reached a $9 million settlement with the U.S. Securities and Exchange Commission over allegations it misled investors about revenue growth. It has also been the subject of federal investigations, including probes by the U.S. Department of Justice and the U.S. Securities and Exchange Commission into its accounting practices. In the realm of corporate culture, founder Kevin Plank faced criticism for past comments perceived as supportive of former President Donald Trump. Additionally, the company has been involved in lawsuits, including a notable case with the University of California, Los Angeles over a record-breaking apparel deal that was later terminated.

Category:Sportswear brands of the United States Category:Companies based in Baltimore Category:Sporting goods manufacturers of the United States