Under Armour

Under Armour, Inc., founded in 1996 by former University of Maryland football player Kevin Plank, has become a trailblazer in the sportswear and athletic gear industry. Starting with its game-changing moisture-wicking compression shirts, Under Armour quickly gained momentum after NFL players began wearing its gear—catapulting the brand into the spotlight. Headquartered in Baltimore, Maryland, the company now offers a full range of performance apparel, athletic footwear, and accessories designed for athletes at every level. Under Armour is recognized for its proprietary innovations like HeatGear®, ColdGear®, and UA HOVR™ cushioning, which provide comfort, support, and temperature control in any condition. These technologies underscore the brand’s mission: to empower athletes through relentless performance innovation. The brand’s success is also fueled by strategic endorsements and partnerships with top athletes and teams, including Stephen Curry, Jordan Spieth, and Lindsey Vonn. These collaborations have elevated Under Armour's profile across basketball, golf, winter sports, and beyond. Additionally, Under Armour has embraced the digital fitness revolution by acquiring platforms like MapMyRun and MyFitnessPal, integrating tech-driven wellness solutions into its ecosystem. Despite strong competition from brands like Nike and Adidas, Under Armour has carved out a distinct niche through its focus on performance, technology, and athlete empowerment. With a forward-looking approach and an expanding global presence, Under Armour continues to redefine what it means to train harder, perform better, and stay ready.