Overview

Under Armour is an American sportswear company and brand headquartered in Baltimore, Maryland. It was founded on September 25, 1996, by Kevin Plank, a former University of Maryland football player who sought to replace the sweat-soaked cotton shirts worn beneath football jerseys with a lighter synthetic layer capable of moving moisture away from the body. Plank began developing prototypes after graduating and initially operated from his grandmother’s Washington, D.C.-area home, carrying samples in the trunk of his car while visiting teams along the East Coast. The company’s early proposition was practical rather than fashion-led: athletic garments should help the wearer remain dry, comfortable, and ready to perform. Under Armour’s first major product was a close-fitting moisture-wicking shirt, and the company soon expanded into seasonal and sport-specific systems such as HeatGear, ColdGear, TurfGear, AllseasonGear, and StreetGear. Early sales to college football programs and exposure through professional athletes helped establish the brand among team-sports consumers. Product placement in the films Any Given Sunday and The Replacements, followed by an advertising effort in ESPN The Magazine, gave the young company broader national visibility around the turn of the millennium. Under Armour broadened its business during the 2000s from performance base layers into a full sportswear assortment. Apparel remained central, but footwear, accessories, bags, protective equipment, and uniforms for football, basketball, baseball, soccer, golf, and other sports became increasingly important. The company also developed retail stores, outlet locations, international offices, team and league partnerships, and a large athlete-endorsement portfolio. Its marketing has emphasized competitive intensity, training culture, and functional innovation, with the long-running “Protect This House” platform becoming one of its most recognizable brand expressions. The company became a public corporation through a NASDAQ initial public offering in November 2005. During the 2010s, it pursued rapid category and international expansion, including major relationships with Stephen Curry, Jordan Spieth, Dwayne Johnson, and other athletes. Curry’s basketball footwear partnership became particularly important to the brand’s footwear identity and later developed into the Curry Brand. Under Armour also entered digital fitness through acquisitions of MapMyFitness, MyFitnessPal, and Endomondo, and explored connected products and data services through its UA Record platform and a partnership involving IBM Watson technology. The brand’s growth has also involved operational and reputational challenges. It faced product recalls involving athletic cups and football chin straps, withdrew from a proposed Major League Baseball on-field uniform agreement before the contract began, and underwent an accounting investigation concerning the timing of sales recognized in 2015 and 2016. The COVID-19 pandemic further pressured stores and revenue. In the early 2020s, Under Armour pursued a more focused strategy around performance products, wholesale and direct-to-consumer operations, international markets, and key athlete franchises. Kevin Plank returned as chief executive officer in April 2024 after the tenure of Stephanie Linnartz. Under Armour continues to operate as a global performance apparel, footwear, and accessories brand, with products sold through its own channels, sporting-goods retailers, team programs, and digital commerce.

History

Under Armour was established on September 25, 1996, by Kevin Plank, then a 24-year-old former University of Maryland football player. Plank’s experience as a fullback and special-teams captain shaped the company’s first product idea. Cotton shirts worn under football jerseys became saturated during practices and games, while synthetic compression shorts remained comparatively dry. He therefore developed a fitted shirt using moisture-wicking synthetic materials. The earliest operation was small and founder-led. Plank worked from his grandmother’s Washington, D.C.-area home and traveled to teams with samples stored in his car. His first team sale occurred in 1996, and early orders came from collegiate football programs, including Georgia Tech, NC State, and Arizona State. The company moved to Baltimore as orders grew and introduced a group of technical apparel families, including HeatGear for hot conditions, ColdGear for cold conditions, TurfGear, AllseasonGear, and StreetGear. A manufacturing relationship in Ohio helped the company meet rising demand in 1997. Public attention increased through athlete exposure and entertainment marketing. A front-page USA Today photograph showed Oakland Raiders quarterback Jeff George wearing an Under Armour garment. The company also supplied or placed products in the films Any Given Sunday and The Replacements around 1999 and 2000. Plank used the release of Any Given Sunday as an opportunity to advertise in ESPN The Magazine, an effort associated with a substantial increase in sales and national recognition. In 2000, Under Armour became an outfitter of the newly formed XFL. The company received a major private-equity investment from Rosewood Capital in 2003 and launched its first television commercial around the “Protect This House” slogan. It went public on NASDAQ in November 2005. Retail expansion followed, including the company’s first full-line, full-price store at Westfield Annapolis in 2007, later complemented by Brand House stores and factory outlets in the United States and other markets. During the 2000s and early 2010s, Under Armour extended beyond base layers into women’s performance apparel, football and basketball uniforms, running shoes, training clothing, golf products, accessories, and protective equipment. Its technology-led product development included Coldblack, ColdGear Infrared, scent-control apparel, and Speedform footwear. Footwear became one of the company’s fastest-growing categories, while team and league agreements increased its visibility in organized sports. In 2009, the company formed an alliance with Ripken Baseball and supplied uniforms to associated minor-league and youth programs. The 2010s brought aggressive growth in endorsements, technology, and sports partnerships. Under Armour signed Stephen Curry in 2013 after his departure from Nike, and his basketball footwear became a central part of the brand’s identity. The company also worked with Jordan Spieth in golf and Dwayne Johnson in a broader training and lifestyle collaboration. A major agreement with Notre Dame began in 2014, and a proposed 15-year UCLA sponsorship announced in 2016 was described as the largest shoe and apparel sponsorship in NCAA history at that time. Under Armour also pursued digital fitness, acquiring MapMyFitness in 2013, MyFitnessPal and Endomondo in 2015, and announcing an IBM Watson partnership in 2016. The company encountered setbacks as it expanded. Its 2014 speedskating suits attracted negative attention after U.S. skaters performed poorly at the Winter Olympics, although no design defect was established. Under Armour later withdrew from a planned MLB on-field uniform agreement before the arrangement began, with Nike taking the supplier role. The company also faced a regulatory and accounting controversy involving the timing of sales recognized in 2015 and 2016; Wells Notices were disclosed in 2020. The COVID-19 pandemic forced store closures and contributed to a sharp decline in second-quarter 2020 revenue. Leadership changed in the early 2020s. Patrik Frisk succeeded Plank as chief executive officer in 2020, followed by Stephanie Linnartz in 2023. Plank returned as CEO effective April 1, 2024. The company has continued to emphasize performance apparel, footwear, athlete-led franchises, team sports, direct-to-consumer commerce, and international distribution. Its Curry Brand, technical apparel platforms, and sports partnerships remain important mechanisms for maintaining differentiation against much larger competitors such as Nike and Adidas.

2024
Kevin Plank returns as CEO
[1]Under Armouren.wikipedia.org
Founder Kevin Plank returned to the chief executive role effective April 1.
2020
Curry Brand launches
[1]Under Armouren.wikipedia.org
Under Armour introduced Curry Brand in partnership with Stephen Curry.
2016
IBM Watson partnership
[1]Under Armouren.wikipedia.org
Under Armour announced a strategic partnership using IBM Watson technology with connected fitness data.
2015
Connected-fitness expansion
[1]Under Armouren.wikipedia.org
The company announced acquisitions of MyFitnessPal and Endomondo after purchasing MapMyFitness.
2014
Notre Dame agreement
[1]Under Armouren.wikipedia.org
Under Armour and Notre Dame announced a long-term uniforms and equipment partnership effective July 1, 2014.
2013
MapMyFitness acquisition
[1]Under Armouren.wikipedia.org
Under Armour acquired digital fitness company MapMyFitness.
2013
Stephen Curry partnership begins
[1]Under Armouren.wikipedia.org
Stephen Curry joined Under Armour, becoming a major face of its basketball footwear business.
2007
First full-line retail store
[1]Under Armouren.wikipedia.org
The company opened its first full-line, full-price retail location at Westfield Annapolis.
2005
Initial public offering
[1]Under Armouren.wikipedia.org
Under Armour completed its NASDAQ IPO in November.
2003
Rosewood Capital invests
[1]Under Armouren.wikipedia.org
Rosewood Capital invested in the company as it expanded its product and distribution platform.
2000
XFL outfitting agreement
[1]Under Armouren.wikipedia.org
Under Armour became an outfitter of the newly established XFL football league.
1997
Manufacturing scales to meet demand
[1]Under Armouren.wikipedia.org
Growing collegiate-team orders led the company to establish a manufacturing relationship in Ohio.
1996
Under Armour is founded
[1]Under Armouren.wikipedia.org
Kevin Plank founded Under Armour and began commercializing moisture-wicking athletic shirts.

Products and positioning

Mid-to-premium performance sportswear centered on technical functionality, athletic performance, training, and team sports.

Performance apparel · 1996
HeatGear
HeatGear is Under Armour’s warm-weather performance apparel platform. It is designed around lightweight, close-fitting fabrics intended to manage sweat and support mobility during training and competition. The line reflects the company’s original technical-apparel proposition and has been applied across shirts, base layers, shorts, leggings, and related garments.
Performance apparel · 1996
ColdGear
ColdGear is the brand’s cold-weather apparel platform, developed to provide insulation and moisture management for outdoor training and competition. Later extensions included ColdGear Infrared, which used a ceramic-based interior treatment intended to retain and redistribute body heat.
Performance apparel
UA Tech
UA Tech is a widely distributed performance-clothing range centered on lightweight, quick-drying fabrics. It includes training shirts and other gym and team-sport garments, translating Under Armour’s technical performance proposition into accessible everyday workout apparel.
Running footwear
HOVR
HOVR is Under Armour’s running-footwear platform. It is built around cushioning and energy-return concepts and has been used across road-running and training shoes. The line is part of the company’s effort to compete in performance running against established footwear specialists and major athletic brands.
Basketball footwear and apparel · 2020
Curry Brand
Curry Brand is the Stephen Curry-led basketball franchise developed by Under Armour. It includes signature basketball shoes, apparel, and related products, and has become one of the company’s most visible athlete-centered product ecosystems. The franchise links performance footwear with Curry’s identity and influence in basketball.
Athletic footwear
Speedform
Speedform is a footwear platform associated with a minimal construction approach, reduced stitching, and a manufacturing process that included production in a facility originally used for bras. The platform represented Under Armour’s early effort to establish a distinctive technical identity in footwear.
Golf footwear
Spieth One
Spieth One is a golf shoe developed through Under Armour’s partnership with professional golfer Jordan Spieth. It extends the brand’s performance positioning into golf through a product associated with stability, traction, and course-specific movement.
Digital fitness
UA Record
UA Record was Under Armour’s fitness-data platform and application ecosystem. It was designed to collect and interpret activity information and formed part of the company’s broader attempt to connect apparel, wearables, apps, and training insights.

Controversies

2020
Sales-timing and accounting investigation
Under Armour disclosed that the U.S. Securities and Exchange Commission had issued Wells Notices to the company and certain executives in connection with accounting revelations concerning the timing of sales recognized during 2015 and 2016. The matter created regulatory and reputational pressure during a period of broader operational challenges.
Source
2019
Under Armour sues Cascade Armory over trademark
In a trademark dispute, Under Armour filed a lawsuit against Cascade Armory, a family business, over the latter's name. The dispute centered on the use of the Cascade Armory name, which Under Armour challenged through legal action. The event was reported as a trademark lawsuit brought by Under Armour against the family-run business. No further details on the claims, the parties' arguments, or the outcome of the case were provided in the source.
Source 1 Source 2 Source 3
2019
Federal investigation into Under Armour accounting practices
Under Armour confirmed that federal authorities were investigating its accounting practices. The Wall Street Journal reported that investigators were examining whether the company manipulated sales figures; this was reported as an investigation, not a determination of wrongdoing. Under Armour said it had cooperated with the inquiries and believed its accounting practices and disclosures were appropriate.
Source

Marketing campaigns

2024Unrivaled official uniform partnership
United States
Under Armour became the official uniform partner and performance outfitter of Unrivaled, a women’s 3x3 basketball league, for its inaugural 2025 season.
Outcome. Expanded the company’s visibility in women’s professional basketball.
Source
2016Dwayne Johnson partnership
Global
Under Armour developed a long-term athlete and celebrity collaboration with actor and professional wrestler Dwayne Johnson, supporting training apparel, footwear, and motivational brand communication.
Outcome. Extended the brand’s reach into celebrity-led fitness and lifestyle marketing.
Source
2012Wounded Warrior football uniforms
United States
Under Armour created special football uniforms and cleats associated with a Wounded Warrior project. Boston College and the University of Hawaii wore the designs during 2012 games.
Outcome. Connected team uniforms with military and charitable storytelling.
Source
2003Protect This House
United States
Under Armour’s first television commercial centered on the “Protect This House” slogan, presenting training and competition as collective, high-intensity commitments. The platform became one of the brand’s defining expressions.
Outcome. Helped establish a recognizable, motivational brand voice.
Source
1999Any Given Sunday product placement
United States
Under Armour products appeared in the sports film Any Given Sunday. The placement was followed by an ESPN The Magazine advertising effort timed to the film’s release.
Outcome. Expanded awareness beyond collegiate and professional team buyers.
Source

Brand decisions

2024
Return Kevin Plank to the CEO roleOther
Background
Following leadership changes involving Patrik Frisk and Stephanie Linnartz, Under Armour returned to its founder for executive leadership.
Action taken
Kevin Plank became chief executive officer again effective April 1, 2024.
Aftermath
The change restored founder leadership while the company continued to focus on performance products, brand relevance, and operational discipline.
Source
2020
Launch Curry BrandProduct launch
Background
Stephen Curry had become a central athlete for Under Armour’s basketball business, creating an opportunity for a broader product franchise.
Action taken
Under Armour launched Curry Brand in partnership with Curry, covering basketball footwear and related apparel.
Aftermath
Curry Brand became a major pillar of Under Armour’s basketball identity.
Source
2016
Integrate fitness data with IBM WatsonStrategy
Background
Under Armour was exploring ways to turn activity and wearable data into personalized training information.
Action taken
The company announced a strategic partnership with IBM to use Watson cognitive-computing technology with its connected products and UA Record application.
Aftermath
The partnership demonstrated Under Armour’s attempt to position itself as both a product company and a digital fitness platform.
Source
2016
Commit to a proposed MLB uniform agreementOther
Background
Under Armour sought a higher-profile league presence through an agreement to replace Majestic as Major League Baseball’s on-field uniform provider.
Action taken
The company announced a 10-year agreement intended to begin in 2020.
Aftermath
Under Armour withdrew from the arrangement in 2018, and Nike ultimately became MLB’s on-field uniform supplier.
- Nike — Nike subsequently assumed the MLB on-field uniform supplier role.
Source
2015
Build a connected-fitness ecosystemM&A
Background
The company wanted to extend its performance brand into fitness applications, activity tracking, nutrition, and user data.
Action taken
Under Armour acquired MyFitnessPal and Endomondo after purchasing MapMyFitness.
Aftermath
The acquisitions created a substantial digital fitness portfolio, although the company later reduced its emphasis on parts of the connected-fitness strategy.
Source
2000
Enter league outfitting through the XFLStrategy
Background
Under Armour was seeking visibility and credibility in American football beyond individual team sales.
Action taken
The company became an outfitter of the new XFL football league.
Aftermath
The agreement provided an early national sports-platform association as Under Armour expanded its team business.
Source

Recent events

2025
Jesse becomes Under Armour Japan brand ambassador[1]Under Armouren.wikipedia.org
Campaign
Under Armour Japan announced Jesse of SixTONES as a brand ambassador.
2024
Kevin Plank returns as chief executive officer[1]Under Armouren.wikipedia.org
Leadership change
Kevin Plank returned to the chief executive role, replacing Stephanie Linnartz.
2024
Under Armour sponsors Unrivaled[1]Under Armouren.wikipedia.org
Campaign
Under Armour announced that it would serve as official uniform partner and performance outfitter for the women’s 3x3 basketball league Unrivaled during its inaugural season.
2024
Founder Kevin Plank returned as chief executive after Stephanie Linnartz departed[10]有报道对公司职场文化及不当行为指控提出关切bloomberg.co.jp
Leadership change · Other
Under Armour announced that founder Kevin Plank would return as CEO on April 1, 2024. Linnartz remained as an adviser through April 30, while Mohamed El-Erian was reported as taking the chairmanship.
2024
Under Armour faced renewed scrutiny over sales pressure and its restructuring program[12]Under Armour因销售压力和重组计划再次受到审视digiday.jp
Other
Reporting described declining quarterly revenue, inventory-reduction efforts, and a broader attempt to restore focus and profitability as newer performance brands gained momentum.
2024
Under Armour founder Kevin Plank returned as chief executive officer[13]Under Armour创始人凯文·普兰克重返首席执行官岗位about.underarmour.com
Leadership change
Under Armour announced that founder Kevin Plank would return to the chief executive role, succeeding Stephanie Linnartz, while Linnartz stepped down after a relatively short tenure.
2023
Under Armour and Dome launched a student-athlete campaign in Japan[14]Under Armour与Dome在日本发起学生运动员宣传活动prtimes.jp
Campaign
The Japanese business promoted students and school athletes through the “Ore ga Kataseru” concept, including a limited-time Shinjuku Station peel-off advertisement and a good-luck charm giveaway.
2023
Under Armour and ABC-Mart continued student-focused digital advertising[15]Under Armour与ABC-Mart延续面向学生的数字广告advertimes.com
Campaign · Product launch
A web commercial titled “Spring Has Come, Making You Want to Run” presented Under Armour footwear through school sports and sought to combine product communication with relatable student stories.
2023
Under Armour appointed Stephanie Linnartz as president and chief executive officer[16]Under Armour任命Stephanie Linnartz为总裁兼首席执行官about.underarmour.com
Leadership change
The company appointed Stephanie Linnartz as president and CEO, succeeding Patrik Frisk and beginning another phase of leadership transition.
2022
Under Armour appointed Stephanie Linnartz as president and CEO[17]Under Armour任命斯蒂芬妮·林纳茨为总裁兼首席执行官wwdjapan.com
Leadership change
The company selected Marriott executive Stephanie Linnartz to succeed Patrik Frisk, with Colin Browne returning from interim CEO duties to his operating role.

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