Under Armour
American sports clothing and accessories company specializing in performance apparel, footwear, and equipment for athletes and fitness enthusiasts.
Company Type
public
Founded
1996
Headquarters
Baltimore, Maryland, USA
Stock
NYSE: UAA
About Under Armour
Under Armour operates as a performance sports brand, designing and marketing athletic footwear, apparel, and equipment. The company has built its reputation on technical innovation, particularly in moisture-wicking fabrics and performance-enhancing materials.
The company has established strong partnerships with athletes and teams across multiple sports, including endorsements from major stars like Stephen Curry, Dwayne "The Rock" Johnson, and Tom Brady. These partnerships have helped build brand credibility and market presence.
Under Armour operates through retail stores, e-commerce platforms, and wholesale partnerships. The company has invested heavily in digital technology, including fitness apps, connected fitness devices, and personalized training programs to create an integrated digital ecosystem.
History of Under Armour
Under Armour was founded in 1996 by Kevin Plank, then a 23-year-old former University of Maryland football player. Plank developed the company's first product in his grandmother's basement - a moisture-wicking t-shirt designed to keep athletes dry during competition.
The company initially focused on performance apparel, gaining recognition through endorsements from high-profile athletes and teams. Under Armour's breakthrough came when it became the official supplier of the NFL Combine and gained visibility through professional sports sponsorships.
Throughout the 2000s and 2010s, Under Armour expanded rapidly, moving into footwear, equipment, and international markets. The company went public in 2005 and experienced significant growth, becoming a major competitor to established brands like Nike and Adidas.
Under Armour faced challenges in the late 2010s with inventory issues and market share losses, leading to leadership changes and strategic refocusing on core performance products and digital transformation.
Brands Owned by Under Armour
Under Armour owns 0 brands in our database.
Stock Information
Under Armour Ownership: Pros & Cons
Advantages
- +Public trading providing access to capital markets and liquidity
- +Strong brand recognition in performance sports market
- +Established partnerships with major athletes and teams
- +Focus on technical innovation and product development
- +American heritage and entrepreneurial founding story
Considerations
- -Intense competition from larger rivals Nike and Adidas
- -Market volatility affecting publicly traded share performance
- -Challenges in maintaining growth momentum in mature markets
- -Need to balance performance focus with lifestyle market opportunities
- -Dependency on athlete endorsements and sports partnerships
Frequently Asked Questions About Under Armour
Is Under Armour publicly traded?
Yes, Under Armour is publicly traded on the New York Stock Exchange under ticker symbol UAA, with ownership distributed among institutional and individual shareholders.
Who founded Under Armour?
Under Armour was founded in 1996 by Kevin Plank, a former University of Maryland football player, who developed the company's first moisture-wicking t-shirt in his grandmother's basement.
When was Under Armour founded?
Under Armour was founded in 1996, making it one of the newer major sports apparel companies compared to established rivals like Nike and Adidas.
What is Under Armour's most significant achievement?
Under Armour's most significant achievements include revolutionizing performance apparel with moisture-wicking technology, becoming a major global sports brand, and successfully competing with established industry giants through innovation and athlete partnerships.
Where is Under Armour headquartered?
Under Armour is headquartered in Baltimore, Maryland, where the company was founded and maintains its central operations and strategic planning.
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