Under Armour

Under Armour is an American performance sportswear brand focused on helping athletes train, compete, and perform more comfortably through technical apparel, footwear, and accessories. The company was founded in 1996 by former University of Maryland football player Kevin Plank. Its original product was developed to address a simple athletic problem: traditional cotton T-shirts became heavy and uncomfortable when soaked with sweat. Under Armour’s early moisture-wicking, close-fitting performance shirt was designed to remain lighter and help athletes stay dry during demanding activity. That innovation became the foundation of the company’s performance-focused identity. Under Armour quickly expanded its fabric technologies, introducing HeatGear for warm conditions, ColdGear for colder environments, and additional products designed for different training conditions. The company relocated its operations to Baltimore in 1998, a city that has remained closely associated with the brand. Over the following decades, Under Armour expanded beyond compression apparel into running shoes, football boots, basketball footwear, sports bras, shorts, leggings, outerwear, bags, accessories, and lifestyle sports clothing. For customers, Under Armour products are designed to provide benefits such as moisture management, temperature regulation, stretch, support, mobility, lightweight comfort, and sport-specific performance. Its broad range means athletes can select products appropriate for gym training, running, football, basketball, golf, outdoor exercise, team sports, and everyday active use. The brand’s performance identity is also reinforced through partnerships with professional athletes, teams, and sporting organizations. From the original sweat-wicking shirt to a global portfolio of athletic footwear and apparel, Under Armour has remained focused on technical innovation and products intended to make athletes feel lighter, more comfortable, supported, and prepared for demanding physical activity.