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Under Armour - From Athletes For Athletes

Under Armour is a game-changing sports apparel, athletic shirts, shoes & accessories brand founded in 1996 by former football player Kevin Plank. 

With its tagline, the only way is through; the brand is known for its high-quality athletic apparel and footwear and commitment to innovation and performance. 

In this article, we will explore the history of Under Armour, the brand's product offerings, and its impact on the athletic industry.

History of Under Armour

Under Armour's journey began in 1996 with a vision of making shirts that absorb sweat. Since then, the brand has focused on its sole mission: Under Armour Makes You Better.

Under Armour was founded in 1996 by Kevin Plank, who wanted more moisture-absorbing shirts for football players. Plank developed a moisture-absorbing shirt that kept athletes dry and cool, and he began selling the shirts out of the trunk of his car. 

The brand quickly gained popularity among athletes, and by 1999, Under Armour had expanded to offer a full range of athletic apparel.

Product Offerings

Under Armour offers a wide range of athletic apparel and footwear for men, women, and children. The brand's products are designed for various sports and activities, including 
  • Running shoes, 
  • Basketball shoes, 
  • Football shoes, 
  • and Golf shoes. 
Additionally, some of the most popular product categories include:
  • Performance Apparel: Under Armour's performance apparel is designed to keep athletes cool, dry, and comfortable during physical activity. 
  • Brand signature: HeatGear and ColdGear technologies provide temperature control and moisture-absorbing properties to help athletes perform at their best.
  • Footwear: Under Armour offers a wide range of athletic footwear for running, training, and basketball. The brand's footwear is to provide comfort, support, and stability while incorporating advanced technologies such as UA HOVR and Charged Cushioning.
  • Accessories: Under Armour offers a variety of accessories, including hats, gloves, socks, and bags. These products are designed to provide additional support and comfort during physical activity.


Good brands focus on utilizing sustainable practices and materials to combat climate change. Sustainability is precisely the morals of Under Armour in continuing its mission of making the Earth better.
  • Recycling: Utilizing recycled or recyclable materials and reducing adverse environmental effects are the first steps in their approach to conserving the environment. 
  • Efficiency: Under Armour prioritizes improving effectiveness and lowering unfavorable effects, especially in their goods. 
  • Carbon-free Supply chain: While upholding the rights and enhancing the quality of life for Under Armour workers and their suppliers' employees, Under Armour also wants to switch to extensive product recycling and move toward a carbon-free supply chain.

Innovation and Technology

Under Armour is known for its commitment to innovation and technology. The brand invests heavily in research and development to create products designed to improve athletic performance. 

Additionally, technology allows Under Armour to not only do things efficiently and effectively accessible but also to envision wholly new and never-been-seen-before. 

As Under Armour celebrates its 20th year in the industry, they have pushed the limits of the impossible with the opening of the Lighthouse Hub, a manufacturing and design innovation lab in Baltimore.

Some of the brand's most notable technologies include:
  • UA HOVR: This technology provides a "zero-gravity" feel to help reduce impact during physical activity. The technology is used in Under Armour's running shoes to provide a comfortable and responsive ride.
  • Charged Cushioning: Under Armour's Charged Cushioning technology provides a responsive and durable cushioning system for athletic footwear. The technology is designed to absorb impact and provide energy return, allowing athletes to perform at their best.
  • UA RUSH: This technology is designed to improve blood flow and enhance performance during physical activity. The technology is incorporated into Under Armour's performance apparel, boosting athletes during training and competition.

Impact on the Athletic Industry

Under Armour has significantly impacted the athletic industry since its founding. The brand's commitment to innovation and performance has led to the development of new technologies and products that have improved athletic performance. 

Under Armour rose to the top as a leader in athleisure, which has blurred the lines between athletic and casual wear, as they have also been a leader in athlete endorsements and sponsorships. 

The brand has partnered with several high-profile athletes, including:
  • Stephen Curry, 
  • Tom Brady, 
  • and Jordan Spieth. 
These partnerships have helped to increase the brand's visibility and popularity among athletes and sports fans.


Under Armour is a well-respected brand in the athletic industry for its commitment to innovation, performance, and quality. With a wide range of products designed for athletes of all levels, Under Armour is an excellent choice for anyone looking to take their athletic performance to the next level. 

Whether you're a runner, a basketball player, or just looking for comfortable and stylish athletic wear, Under Armour has something for you. 
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