Under Armour

Under Armour was born in 1996 out of Kevin Plank's frustration with sweat-soaked cotton T-shirts. A University of Maryland football player, Plank started making moisture-wicking shirts from his grandmother's basement in Baltimore. The first big break came when he convinced NFL equipment managers to give his shirts to players. Soon, the brand's tight-fitting compression gear became a sideline staple, offering a performance edge that cotton couldn't match.

The company went public in 2005 and hit $1 billion in annual revenue by 2010, just 15 years in. Under Armour expanded beyond apparel into footwear in 2006 with football cleats that grabbed 23 percent of the market in their first year, and later landed a deal to supply the NFL. The first Brand House retail store opened in Annapolis, Maryland in 2007. Today, the product lineup spans running, basketball, golf, training, and team sports, powered by proprietary fabrics like HeatGear, ColdGear, and AllSeasonGear. The Curry Brand, named after NBA star Stephen Curry, functions as a standalone sub-brand within the company.

Under Armour's journey hasn't been a straight climb. After peaking near a $20 billion valuation, the brand lost ground to Nike and Adidas, hit by missteps in tech investments, mall leases, and marketing that strayed from its performance roots. Founder Kevin Plank returned as CEO in April 2024, replacing Stephanie Linnartz after a brief tenure. The company has been restructuring, appointing Yassine Saidi as Chief Product Officer and Kara Trent as President of the Americas. Despite a net loss of $201 million on $5.164 billion in revenue for fiscal year 2025, Under Armour remains a major force in athletic gear, with a loyal following in team sports and a renewed focus on footwear and women's apparel. [编辑]