Under Armour
Under Armour, Inc. is a leading American company specializing in the manufacture of sportswear, footwear, and accessories. Headquartered in Baltimore, Maryland, Under Armour has become synonymous with high-performance athletic gear and innovative fabric technologies.
History
Under Armour was founded on September 25, 1996, by Kevin Plank, a former special teams captain of the University of Maryland football team. Plank started the company from his grandmother's basement in Washington, D.C. and initially sold his products out of the trunk of his car while traveling along the East Coast. The choice of the British spelling in "armour" was strategic, as it allowed the company to acquire a toll-free vanity number that was still available.
Product Innovation
Under Armour's breakthrough came with its moisture-wicking fabric designed to keep athletes cool and dry. The brand gained significant attention when a photo of Oakland Raiders quarterback Jeff George appeared on the front page of USA Today wearing an Under Armour mock turtleneck. This exposure helped establish the brand's reputation for delivering cutting-edge athletic apparel.
Expansion and Acquisitions
Under Armour has expanded its product lines to include a wide range of athletic apparel and equipment. In February 2015, the company acquired MyFitnessPal for $475 million, a platform that helps users track diet and exercise, which boasted 80 million users at the time. This acquisition was part of Under Armour's strategy to integrate technology with fitness.
Leadership and Corporate Strategy
Patrik Frisk served as the CEO from 2020 to 2022, succeeding founder Kevin Plank. Under his leadership, the company continued to expand its market share in the competitive sportswear industry. The brand is known for its high-profile endorsements and partnerships, which include athletes and celebrities across various sports.
Cultural Impact
Under Armour has become a cultural icon, often associated with strength, performance, and innovation. It sponsors several sports events and athletes, enhancing its visibility and influence within the athletic community. The Under Armour High School All-America Game is one such initiative that showcases top high school talent in football.