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Under Armour

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Under Armour
NameUnder Armour
FounderKevin Plank
LocationBaltimore, Maryland

Under Armour is a leading American sports clothing and footwear company founded by Kevin Plank in 1996. The company is known for its high-performance athletic wear, which is popular among professional and amateur athletes, including Tom Brady, Stephen Curry, and Jordan Spieth. Under Armour has partnered with various organizations, such as the National Football League and the NCAA, to provide uniforms and apparel for teams and players. The company has also collaborated with renowned designers, including Tim Coppens and Dylan Raasch, to create innovative and stylish products.

● History

Under Armour was founded in 1996 by Kevin Plank, a former captain of the University of Maryland football team. Plank, who was inspired by the University of Maryland's Ralph Friedgen and Gary Williams, developed the company's first product, a moisture-wicking t-shirt, in his grandmother's Baltimore basement. The company's early success was fueled by its partnerships with local colleges, including the University of Maryland and Johns Hopkins University. Under Armour went public in 2005, with an initial public offering that raised $115 million, and has since expanded its operations to include international markets, such as Canada, Europe, and Asia, with the help of partners like Li Ning and Xtep.

● Products

Under Armour offers a wide range of products, including athletic wear, footwear, and accessories, which are designed in collaboration with experts like Nike's former designer, Eric Avar. The company's products are popular among athletes in various sports, including American football, basketball, baseball, and golf, with endorsements from stars like Tiger Woods, Lindsey Vonn, and Clayton Kershaw. Under Armour's footwear line includes the popular Curry and Micro G series, which are designed in partnership with Foot Locker and Dick's Sporting Goods. The company has also expanded its product line to include smart clothing, such as the UA HealthBox, which was developed in collaboration with HTC and Jawbone.

● Marketing_and_Sponsorships

Under Armour has partnered with various organizations and athletes to promote its brand, including the National Basketball Association's Golden State Warriors and the English Premier League's Tottenham Hotspur. The company has also sponsored high-profile events, such as the Super Bowl and the Olympic Games, with the help of partners like NBC Sports and ESPN. Under Armour's marketing campaigns have featured celebrities like Dwayne Johnson, Gisele Bundchen, and Michael Phelps, who have helped to promote the brand's products and values. The company has also partnered with Under the Armour-affiliated organizations, such as the Under Armour All-America Game and the Under Armour Future Showcases, to support youth sports development, with the support of USA Football and Little League Baseball.

● Financial_Performance

Under Armour's financial performance has been strong in recent years, with the company reporting revenues of over $5 billion in 2020, thanks in part to its partnerships with Amazon and Walmart. The company's net income has also increased, with Under Armour reporting a profit of over $100 million in 2020, driven by the success of its e-commerce platform and its partnerships with Alibaba Group and JD.com. Under Armour's stock price has been volatile, but the company remains one of the largest and most successful sports apparel companies in the world, with a market capitalization of over $10 billion, rivaling that of Adidas and Puma.

● Controversies

Under Armour has faced several controversies in recent years, including criticism over its sweatshop labor practices in countries like China and Vietnam, which has led to partnerships with organizations like the Fair Labor Association and Workers Rights Consortium. The company has also faced backlash over its decision to drop Tiger Woods as a sponsor in 2010, following his highly publicized infidelity scandal, which was covered by media outlets like ESPN and CNN. Under Armour has also been criticized for its handling of intellectual property disputes, including a lawsuit with Nike over the use of similar trade dress, which was resolved with the help of the United States Patent and Trademark Office.

● Corporate_Affairs

Under Armour is headquartered in Baltimore, Maryland, and has operations in over 20 countries around the world, including Canada, China, and Germany. The company is led by Patrik Frisk, who took over as CEO in 2020, and has a board of directors that includes Kevin Plank and other experienced executives, such as Aplin, former CEO of Reebok. Under Armour has also established partnerships with various organizations, including the University of Maryland and the Baltimore Ravens, to support community development and youth sports initiatives, with the help of NFL Foundation and NBA Cares. The company has received numerous awards and recognition for its corporate social responsibility initiatives, including being named one of the Fortune 500's most admired companies, alongside Apple and Microsoft. Category:Sportswear brands

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