Under Armour is an American performance sports brand founded by Kevin Plank in 1996. Built around an early moisture-wicking athletic shirt designed as an alternative to heavy cotton sportswear, the brand developed into a global name spanning performance apparel, footwear and accessories, with product innovation remaining central to its identity.

About Under Armour

Under Armour began in 1996, when former University of Maryland football player Kevin Plank developed a close-fitting shirt designed to move sweat away from the body more effectively than the cotton T-shirts he had worn during training. That first product became the foundation for the brand’s performance-focused approach.

The company moved its operations to Baltimore in 1998 and continued expanding through new performance fabrics, national sports marketing and, later, footwear. Under Armour entered the footwear category with football cleats in 2006, extending the brand beyond its original apparel roots.

What Under Armour Offers

Under Armour’s range includes performance clothing, training and running footwear, sports shoes and accessories for men, women and younger athletes. Its product identity is closely connected with technologies developed for different training and weather conditions.

Established technologies include HeatGear, ColdGear, HOVR, Flow, ISO-CHILL and UA Storm, covering areas such as moisture management, temperature control, cushioning and weather protection.

Discover Under Armour on Famousi

Famousi follows Under Armour as an established performance sports brand, exploring its athlete-driven origins, product innovation, footwear and apparel evolution, partnerships and changing role across sport and contemporary athletic culture.

Discover Under Armour-related brand stories and insights on Famousi, and explore current opportunities or offers when relevant deals are available.

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