Under Armour (NYSE:UAA) (NYSE: UAA) is a global designer, marketer and distributor of performance athletic apparel, footwear and accessories. The company’s product portfolio spans a range of categories including training and running shoes, performance apparel engineered to manage moisture and temperature, and a variety of accessories such as bags, socks and headwear. Under Armour positions its offerings to serve athletes at every level—from professionals to everyday fitness enthusiasts—by combining innovative fabrics, advanced footwear technology and functional design.
Founded in 1996 by Kevin Plank, a former University of Maryland football player, Under Armour initially gained recognition for its moisture-wicking T-shirts, which provided a lightweight alternative to traditional cotton. Headquartered in Baltimore, Maryland, the company has since expanded its reach through direct-to-consumer channels—including branded retail stores and e-commerce platforms—as well as wholesale partnerships with sports retailers and department stores. Under Armour has also invested in digital fitness, acquiring and integrating mobile platforms such as MapMyRun and MyFitnessPal to provide performance tracking and training insights.
Under Armour markets its products across North America, Europe, Asia and Latin America, tailoring design and marketing strategies to regional sporting trends and consumer preferences. The company’s innovation lab continues to advance material science and sustainable manufacturing practices, focusing on recycled content, lower environmental impact dyes and more efficient supply chain processes.
Leadership at Under Armour includes founder and Executive Chairman Kevin Plank, who oversees brand and product vision, alongside Chief Executive Officer Patrik Frisk, who leads day-to-day operations and global expansion initiatives. The executive team emphasizes a triad of performance innovation, digital engagement and sustainability as core pillars for long-term growth and competitive differentiation.
