1996 to today
From product innovations and ground-breaking campaigns to the partnerships and big bets that propelled the Brand forward, these are the moments that made us who we are.
1996
Prototype #0037 - “The Shorty”
The shirt that started it all. It was soft. It was skin-tight. It was stretchy. And, most importantly, it wicked sweat faster than anything else out there, keeping athletes cool, dry and light.
1997
Heatgear® for When It's Hot & Coldgear® for When It's Cold
After delivering on the keep-you-cool promise of HeatGear® with the first T-shirt, Under Armour introduced its now-famous ColdGear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then AllSeasonGear®, which keeps athletes comfortable between the extremes.
1998
The Move to Baltimore
Under Armour moved operations from a rowhouse in the Georgetown neighborhood of Washington, DC, which belonged to Kevin Plank’s grandmother, to an all-new headquarters and warehouse in Baltimore, MD, the city it has called home ever since.
2003
Protect this House
Under Armour’s first national television ad, the now-legendary Protect this House® commercial, featured former University of Maryland football standout Eric "Big E" Ogbogu. The ad established Under Armour as the authentic voice for the next generation, and introduced the concept of “WILL,” a theme that remains an undeniable part of the Brand’s DNA.
2005
Going Public
Under Armour went public on November 17, 2005, trading at NASDAQ under “UARM” and becoming the first U.S.-based initial public offering in five years to double on its first day of trading.
2006
Click Clack
Under Armour made the leap into footwear with the introduction of its first line of football cleats. The Brand captured a 23 percent share of the market in its first year and became the official footwear supplier to the NFL.
2007
Brand House
Under Armour’s first Brand House retail store opened in Annapolis, MD.
2010
BILLION DOLLAR BRAND
By nearly quadrupling its revenues in a five-year period, Under Armour surpassed $1 billion in annual revenue just 15 years after the company’s founding in Kevin Plank's grandma’s basement. Kevin Plank marked the occasion by signing the shipping box that made the milestone purchase.
2015
Connected Fitness
Through the acquisitions of fitness app companies MapMyRun, Endomondo, and MyFitnessPal, Under Armour built the world’s largest digital fitness and wellness community.
2018
UA HOVR
This new pinnacle cushioning system for Under Armour footwear is not only soft enough to absorb impact, but it also returns energy and pushes you back up so it feels like zero gravity. Under Armour, 1. Gravity, 0.
2020
Curry Brand Launch
Under Armour, in partnership with NBA champion and MVP Stephen Curry, announced the creation and launch of the Curry Brand, a purpose-led performance brand with a mission to ensure every young person has equitable access to sport.
2022
Access to Sport
Under Armour believes everyone deserves the right to engage in sport. The company announced their long-term commitment of resources, focus and energy: To break down barriers for those who strive for more by creating opportunities for millions of youth to engage in sport by 2030.
2023
Under Armour Calls On A New Generation To Protect This House
The movement that has rallied athletes for two decades to defend their turf returns in new form, shifting focus to going all-out for something bigger than ourselves: our team. With this next evolution, Under Armour will once again reshape the sports landscape by helping today’s young athletes protect everything they are and everything they’re working to become.
