Under Armour, Inc. (NYSE: UA) is a global innovator in performance apparel, footwear and accessories, serving professional athletes and fitness enthusiasts alike. Founded in 1996 by Kevin Plank in Baltimore, Maryland, the company initially gained prominence for its moisture‐wicking T-shirt designs and has since expanded its product portfolio to include footwear, sports bras, compression gear, outerwear and connected fitness devices. Under Armour’s proprietary fabric technologies—such as HeatGear®, ColdGear® and UA RUSH®—are designed to regulate body temperature, reduce fatigue and enhance athletic performance.
Under Armour distributes its products through a diversified network that includes direct-to-consumer channels—comprising brand‐owned retail stores and e-commerce platforms—as well as wholesale partnerships with leading sporting goods retailers and specialty stores. The company’s digital ecosystem integrates mobile applications like MyFitnessPal and MapMyRun, enabling users to track workouts, nutrition and performance metrics. Internationally, Under Armour has steadily increased its presence across Europe, Asia Pacific and Latin America, tailoring product offerings to regional climate and sport preferences while leveraging strategic partnerships with local distributors.
Throughout its history, Under Armour has pursued a blend of organic innovation and strategic acquisitions to reinforce its market position. The acquisition of digital fitness platforms and data analytics companies has bolstered its ability to engage consumers through personalized training programs and apparel recommendations. On the sponsorship front, Under Armour maintains endorsement agreements with professional athletes and collegiate teams, underscoring its commitment to elite performance and grassroots development.
Leadership at Under Armour reflects both entrepreneurial vision and operational discipline. Kevin Plank, the company’s founder, continues to serve as executive chairman and remains closely involved in brand direction and innovation. Under the guidance of CEO Patrik Frisk and a senior management team with deep expertise in product design, marketing and supply chain management, Under Armour has emphasized cost efficiencies and inventory optimization while maintaining investment in research and development. As the company navigates evolving consumer trends and intensifying competition, it remains focused on delivering performance-driven products and expanding its global footprint.
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