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EST. 1996
THIS ISN'T A CINDERELLA STORY
This is a story of hard work, grit, and the WILL to find a way. We started with one t-shirt to make all athletes better. Today, innovation is our lifeblood, and the key to delivering on our Brand Vision of Empowering Athletes Everywhere.
SCROLL TO EXPLORE
KEVIN PLANK
Fullback and Special Teams captain on the 1994 University of Maryland football team, two years before he founded Under Armour.
OUR MISSION IS CLEAR:
MAKE ALL ATHLETES BETTER
THROUGH PASSION, DESIGN, AND THE RELENTLESS PURSUIT OF INNOVATION
1996
IT ALL STARTED WITH A SIMPLE IDEA:
BUILD A BETTER T-SHIRT.
PROTOTYPE 0037
"THE SHORTY"
It was soft. It was skin-tight.
And, most importantly, it wicked sweat faster than anything else out there.
2002
2398
WE MUST PROTECT THIS HOUSE.
We called out, “will you protect this house?” THE ANSWER WAS LOUD & CLEAR: “I WILL.”
ATHLETES AROUND THE WORLD HAD A NEW RALLYING CRY.
2005
UA TECH
WE WAGED A WAR AGAINST
EVERYONE’S FAVORITE FABRIC: COTTON.
And introduced everyone’s new favorite performance fabric: UA TECH™.
Engineered to feel more like cotton, but work like Under Armour.
2006
CLICK-CLACK
IT’S OFFICIAL: OUR ATHLETES COULD NOW SUIT UP FROM HEAD TO TOE.
2011
MOTHER NATURE MADE IT. WE MADE IT BETTER.®
Here’s the breakdown: Charged Cotton® fabric is a unique blend of hydrophobic and hydrophilic fibers, which really means fibers that love water and fibers that hate it. The result is a game-changing fabric that absorbs sweat from your skin and then speeds it to the surface where it can evaporate faster. Way faster than ordinary cotton.
You’re welcome.
STEVE SMITH
WR
Water Rolls Right Off.
It’s breathable, practically weightless, and keeps you dry. Now you have absolutely no excuse to stay inside.
TOM BRADY
QB
2013
COLDGEAR® INFRARED
STAY WARMER LONGER.
It’s the best insulation system we’ve ever created. A soft, thermo-conductive lining absorbs and retains your body heat, so you stay warmer longer…with no extra weight or bulk.
2014
I WILL WHAT I WANT
We’re not a campaign; not a season or snapshot. Our story isn’t told through a press release or social post. It's dripping down our backs—each drop a declaration that proves the space between woman and athlete is no space at all.
MISTY COPLAND
Principal Ballerina
THIS IS WHAT FAST FEELS LIKE
If there was ever any doubt leading up to this point: WE ARE A FOOTWEAR COMPANY. We started with the world's first performance apparel for athletes, and returned there to create the first running shoe ever made in an apparel factory.
2015
From the Brand that changed the way athletes dress comes the largest Connected Fitness platform in the world.
GET CONNECTED. GET INSPIRED. GET BETTER.
RACHEL SCHNEIDER
Miler
2017
THE FUTURE
Innovation is our lifeblood. OUR JOB IS TO MAKE YOU BETTER.
But it’s not just what we do, it’s who we are. It’s what gets us out of bed in the morning.
And it is what will take us into the future.