Who Started Under Armour
Under Armour was founded by Kevin Plank, a former special teams captain for the University of Maryland football team. Plank launched the company in 1996 with the goal of creating moisture-wicking athletic apparel that kept athletes cooler and drier. He started the business from his grandmother's basement in Washington, D.C., using $150,000 in savings and credit card debt to fund initial production and product development Forbes. The brand's first product was a compression T-shirt made from a synthetic fabric that drew sweat away from the body, a concept Plank developed while still playing college football.
Plank incorporated Under Armour as a private company and began selling directly to college athletic programs and professional sports teams. Early distribution focused on football, basketball, and baseball, where performance fabrics offered a clear advantage over traditional cotton gear. The company's pitch centered on the idea that athletes should wear clothing designed to perform, not just for style or tradition. This product-first approach helped Under Armour secure contracts with several college football programs and eventually gained attention from professional athletes and major sports leagues SEC Filing.
Under Armour Founding Details and Headquarters
The company's official founding location is Baltimore, Maryland, where Plank moved operations after initial product testing and early sales gained traction. Under Armour's global headquarters remains in Baltimore, and the company operates manufacturing and distribution facilities across multiple countries. The brand's early growth was fueled by a direct-to-college-sales model, with Plank personally visiting athletic departments and fitting players with prototype gear Forbes. This hands-on approach allowed the company to refine sizing, fit, and fabric performance based on direct athlete feedback before scaling to retail partners.
Under Armour went public in 2005 via an initial public offering on the New York Stock Exchange under the ticker symbol UA. The IPO raised approximately $153 million and valued the company at around $1.6 billion at the time of listing. The public listing provided capital to expand the product line, open flagship stores, and invest in athlete endorsements and global marketing campaigns SEC Filing. By the late 2000s, Under Armour had established itself as a major competitor in the global athletic apparel market alongside Nike and Adidas.
Under Armour Early Growth and Market Position
Under Armour's revenue grew from roughly $170 million in 2005 to over $4 billion by the early 2020s, driven by expansion into footwear, accessories, and global retail channels. The company's product portfolio now includes performance apparel, footwear, and connected fitness technology under brands such as UA HOVR and the MapMyFitness platform. Under Armour competes in the global sportswear market, which is valued at over $190 billion, with a focus on the performance and training segments