All products from Under Armour

The Under Armour Brand

Under Armour is an American sportswear manufacturer based in Baltimore, Maryland. Founded in 1996 by college football player Kevin Plank, the brand has grown from its first compression shirt into one of the world’s largest and most popular names in sports apparel. Renowned athletes such as Antonio Rüdiger, Dwayne “The Rock” Johnson, Steph Curry, Anthony Joshua, Jordan Spieth, and Malick Thiaw have trusted Under Armour for years as a valuable partner in their pursuit of greatness.

What Makes the Under Armour Brand Special

Under Armour’s credo is “TRAIN FOR YOUR SPORT.” It doesn’t matter which sport you play – UA is committed to providing the right gear for athletes who want to improve. The wide range of sports in which UA is involved through athlete partnerships proves this: from football, basketball, and soccer to golf, boxing, swimming, skiing, martial arts, and fitness – UNDER ARMOUR MAKES YOU BETTER.

Origins and History

Founder Kevin Plank played college football at the University of Maryland in 1996. Over time, he realised that existing sportswear couldn’t keep up with the extreme demands of high-performance sport. He developed a compression shirt that met the highest standards for durability and moisture management. From this, the brand Under Armour was born – literally meaning “under the armour.” The clothing quickly gained popularity among athletes in the US and soon after in Europe. What started in the basement of Kevin Plank’s grandmother’s house has grown into a global company with over 15,000 employees. Yet Kevin Plank’s mindset still defines the brand today: Under Armour develops sportswear that helps every athlete become better and achieve their goals.

Target Group

At the heart of Under Armour’s focus is the ambitious team sport athlete. This isn’t defined by demographics, age, or gender – but by a shared MINDSET. An ambitious athlete is anyone who trains to improve in their sport. For all of them, Under Armour works every day to develop the best possible products. In line with the UA purpose: WE EMPOWER THOSE WHO STRIVE FOR MORE.

Key Products and Technologies

HeatGear Armour: Compression wear is the DNA of the Under Armour brand. This close-fitting fabric acts as a base layer, like a second skin, keeping athletes dry and cool even under intense strain.

ColdGear Armour: Designed for training in the harshest conditions, ColdGear Armour is a base layer that keeps you warm and performing at your best, even in cold and uncomfortable environments.

RUSH: Athletes are like light bulbs – constantly emitting energy. RUSH uses mineral-infused fibres that convert body energy into infrared waves and return it to the body. This improves blood flow, oxygen delivery, and recovery.

Rival Fleece: Under Armour also offers high-quality apparel for leisure, providing soft, comfortable wear that supports recovery before and after training.

HOVR: Under Armour HOVR™ technology absorbs impact and delivers consistent energy return with a “zero gravity” feel. This makes Under Armour shoes the perfect companion for running, training, and even everyday wear.