Under Armour, Inc. is a well-known American sports equipment and apparel company founded in 1996 by Kevin Plank. Headquartered in Baltimore, Maryland, Under Armour has established itself as a prominent player in the athletic apparel industry, known for its innovative products that combine performance-enhancing technology with stylish designs. The company's mission is to make athletes better through passion, design, and the relentless pursuit of innovation, which has propelled it to become a global leader in sports apparel, footwear, and accessories.
Under Armour's product portfolio spans a wide range of categories, including apparel for men, women, and youth, as well as footwear and accessories such as bags, gloves, and hats. The company is renowned for its cutting-edge fabric technologies, such as HeatGear, ColdGear, and AllSeasonGear, which are engineered to regulate body temperature and enhance performance in various weather conditions. These innovations have helped Under Armour gain a loyal following among athletes and fitness enthusiasts worldwide, who rely on the brand's products to optimize their training and competition experiences.
In addition to its focus on product innovation, Under Armour has built a strong brand presence through strategic partnerships and marketing initiatives. The company collaborates with professional athletes, teams, and leagues to showcase its products and promote its brand values of performance, authenticity, and innovation. Under Armour's sponsorship deals with athletes like Stephen Curry, Tom Brady, and Lindsey Vonn, as well as partnerships with organizations like the NBA, NFL, and MLB, have helped elevate its visibility and credibility in the sports industry.
Under Armour's commitment to sustainability and corporate responsibility is another hallmark of its business strategy. The company has implemented various initiatives to reduce its environmental footprint, improve supply chain transparency, and promote fair labor practices. Through initiatives such as UA RECOVER™, which recycles excess fabric scraps into new products, and the UA HOVR™ collection, which incorporates sustainable materials into footwear, Under Armour demonstrates its dedication to environmental stewardship and ethical business practices.