Under Armour
Under Armour, Inc. · United States
Under Armour is an American performance sportswear company founded in 1996 by Kevin Plank, who started with a moisture-wicking shirt for athletes. The listed company is headquartered in Baltimore, and Plank returned as chief executive in April 2024.
| Founded | 1996, Washington, DC |
|---|---|
| Founder | Kevin Plank |
| Owner | Under Armour, Inc. (NYSE: UAA, UA) |
| Headquarters | Baltimore, United States |
| Chief executive | Kevin Plank (since April 2024) |
| Revenue | 5.16 billion dollars (2025) |
| Website | underarmour.com |
What is Under Armour?
Under Armour makes performance apparel, footwear and accessories, with a focus on training, team sports, running and basketball. Its mission statement reads "Under Armour makes you better". The company is listed on the New York Stock Exchange and reported revenue of 5.16 billion dollars for 2025.
History
Kevin Plank, a former University of Maryland football player, noticed that his compression shorts stayed dry while cotton shirts became soaked. In 1996 he developed a moisture-wicking shirt, starting the company in Washington, DC, before moving to Baltimore in 1998. ColdGear and AllSeasonGear followed HeatGear in 1997. The "Protect This House" advertising campaign of 2003 built national awareness, and the company went public on Nasdaq in 2005. It opened its first Brand House store in 2007 and passed 1 billion dollars in revenue in 2010. Curry Brand, with basketball player Stephen Curry, launched in 2020. Plank, who had stepped back from the CEO role, returned as chief executive on 1 April 2024.
Products and positioning
- Base layers and compression wear (HeatGear, ColdGear)
- Training and team apparel
- Running and basketball footwear, including UA HOVR cushioning
- Curry Brand products
- Team uniforms and protective gear
Business model and distribution
Under Armour sells through sporting goods retailers and other wholesale partners, its Brand House and factory outlet stores and its own e-commerce. Sponsorship of college and professional teams is an important part of its marketing.
Under Armour and technology
In 2013 and 2015 the company bought the fitness apps MapMyFitness, MyFitnessPal and Endomondo, building a large digital fitness community, and in 2016 it announced a partnership with IBM to apply Watson cognitive computing to data from its connected products.
Why it matters
Under Armour showed how a single performance innovation could create a challenger to the established sportswear giants within a decade. Its turnaround under Plank is a test of whether a performance-led brand can regain growth in a market increasingly shaped by lifestyle demand.
Frequently asked questions
Who owns Under Armour?
Under Armour is a public company listed on the New York Stock Exchange. Founder Kevin Plank remains a central figure and returned as chief executive in April 2024.
Where is Under Armour based?
Under Armour is headquartered in Baltimore, Maryland. The company started in Washington, DC, in 1996 and moved to Baltimore in 1998.