INTRO: Under Armour has solidified its place as a prominent player in the athletic apparel and footwear industry since its inception. Known for innovation and performance, the brand has evolved over the years, embracing advancements in technology and sustainability. Here are ten facts that highlight the significant milestones and attributes that define Under Armour.
Under Armour was founded in 1996 by Kevin Plank in Maryland
Under Armour was established in 1996 by Kevin Plank, a former University of Maryland football player. With a vision to revolutionize athletic wear, he set up his business in his grandmother’s basement, focusing on developing gear that would keep athletes cool, dry, and light. Plank’s frustration with traditional cotton shirts, which would retain moisture and weigh athletes down, led him to create a new category of performance apparel. Under Armour quickly gained traction among college athletes and professional teams, setting the stage for its rapid growth.
The brand’s first product was a revolutionary moisture-wicking shirt
The first product that Under Armour launched was a moisture-wicking shirt made from synthetic fabric designed to draw sweat away from the body. This innovative design was the cornerstone of Plank’s mission to enhance athletic performance. The shirt’s success not only differentiated Under Armour from established competitors but also established a foundation for the brand’s future product lines. This breakthrough in fabric technology marked the beginning of a new era in sports apparel, leading to the development of a wide range of performance-driven clothing.
Under Armour’s logo features a stylized "UA" representing unity
Under Armour’s logo, which features a stylized "UA", is more than just a brand symbol; it represents the values of unity and teamwork. This logo exudes strength and resilience, encapsulating the brand’s mission to empower athletes at all levels. The design’s simplicity and boldness have contributed to its recognition worldwide, making it one of the most identifiable logos in the athletic industry. Through this emblem, Under Armour conveys the idea that athletes can achieve greatness together, embodying the spirit of collaboration in sports.
The company went public in 2005, raising over $153 million
In 2005, Under Armour took a significant step in its corporate journey by going public on the New York Stock Exchange under the ticker symbol "UA." The initial public offering (IPO) was a resounding success, raising over $153 million, which enabled the company to expand its operations and invest in product development. This move not only solidified Under Armour’s financial standing but also increased its visibility in the competitive sports market. The IPO marked a crucial turning point that propelled the brand to a new level of growth and influence.
Under Armour’s "I Will" campaign focuses on personal empowerment
Launched in 2015, Under Armour’s "I Will" campaign is centered around personal empowerment and the drive to achieve one’s goals. The campaign features a diverse array of athletes and influencers who share their journeys of perseverance and determination. By highlighting real stories of struggle and triumph, Under Armour aims to inspire individuals to push their limits and pursue their ambitions. This initiative not only connects with consumers on an emotional level but also reinforces the brand’s commitment to supporting athletes in their personal and professional endeavors.
It operates in more than 14 countries with a global presence
Under Armour has grown from its humble beginnings in Maryland to becoming a global brand with operations in more than 14 countries. This international presence allows the company to cater to a diverse customer base, adapting its products to meet the varying needs of athletes around the world. From Europe to Asia, Under Armour has established itself as a leader in performance apparel, leveraging local partnerships and cultural insights to enhance its offerings. The brand’s global strategy underscores its dedication to reaching athletes everywhere, regardless of their sporting discipline.
The brand’s footwear division has significantly expanded since 2013
Since 2013, Under Armour’s footwear division has seen remarkable growth, transforming the brand into a formidable competitor in the athletic shoe market. Initially known primarily for its apparel, the company invested heavily in research and development, leading to the creation of innovative footwear technologies like UA HOVR and Charged Cushioning. Collaborations with professional athletes, such as Stephen Curry, have further elevated the brand’s presence in the footwear industry. This expansion has not only diversified Under Armour’s product offerings but has also attracted a broader audience, particularly among basketball enthusiasts.
Under Armour has partnerships with top athletes like Stephen Curry
Under Armour has strategically partnered with numerous elite athletes to enhance its brand credibility and reach. One of the most notable partnerships is with NBA superstar Stephen Curry, whose influence and performance have helped to elevate Under Armour’s profile in the basketball community. Curry’s signature line of shoes has become immensely popular, further establishing Under Armour as a serious player in the athletic footwear market. These partnerships not only showcase the brand’s commitment to performance but also create authentic connections between athletes and consumers.
The company emphasizes sustainability in its product manufacturing
In recent years, Under Armour has made significant strides in promoting sustainability within its product manufacturing processes. Recognizing the environmental impact of the apparel industry, the company has implemented initiatives aimed at reducing waste and utilizing more eco-friendly materials. For instance, Under Armour has introduced products made from recycled materials and has committed to reducing its carbon footprint. This focus on sustainability reflects a growing consumer demand for environmentally responsible practices and positions Under Armour as a forward-thinking brand in the competitive landscape.
Under Armour’s revenue surpassed $5 billion in recent years
Under Armour has experienced substantial financial growth, with its revenue surpassing $5 billion in recent years. This impressive figure highlights the brand’s successful business strategies and strong market presence. The increase in revenue can be attributed to a combination of innovative product launches, strategic marketing campaigns, and expanding global distribution networks. As the company continues to adapt to evolving consumer preferences and the competitive landscape, its financial performance signifies a robust and promising future in the athletic apparel industry.
OUTRO: Under Armour’s journey from a small startup to a global powerhouse is a testament to its innovative spirit and commitment to performance. With a focus on empowerment, sustainability, and strategic partnerships, the brand continues to evolve while maintaining its core mission of supporting athletes. These ten facts encapsulate the essence of Under Armour and its significant impact on the athletic apparel industry.