Under Armour

A Need for Better Tech

Under Armour is the youngest of the American sports brands, founded in Baltimore, Maryland by Kevin Plank in 1996. Despite initial lack of brand recognition, over the ensuing years, Under Armour has proven itself a leader in athletic innovation time and time again. Plank started the company with one simple goal: make athletic gear better. This began during his time on the Maryland football team, when he noticed that the compression shorts he wore were dry after heavy use, while standard t-shirts were soaked through with sweat. This prompted Plank to research moisture-wicking materials to create a more wearable athletic shirt. His research paid off quickly – by the end of 1997, Under Armour offered several lines of t-shirts for all conditions, including HeatGear, ColdGear, TurfGear, and StreetGear.

Apparel Giants

As Under Armour’s presence on the sportswear community grew, so did their popularity. By the mid-2000s, their muscle-enhancing, moisture wicking shirts were seen on nearly every field, court, and diamond in America, from high school to pro level. The brand began to expand dramatically, opening UA stores on the East Coast and greatly increasing production. Soon, Under Armour was offering a full range of apparel including t-shirts, long sleeves, compression shorts, tights, and even football cleats. Each style came in a range of fabric technologies, allowing athletes to choose the best one for their needs. Under Armour’s presence in athletic wear at the time was so prominent, any slim-fitting moisture wicking apparel was simply referred to by the UA name, regardless of who made it.

Young Guns in the Game

Under Armour now has its sights set on offering a full range of footwear. They’ve gone to work the only way they know how: by innovating. Most recently, UA introduced HOVR, a radical new cushioning system built to compete with some of the best, and help athletes perform to their top potential. The technology combines soft foam and a tight webbing wrapping the internal core, which provides some of most responsive energy return on the market. Combined with their innovative upper technologies like the knit weave Threadborne, Under Armour has established themselves as a genuine footwear brand.

All the Best Athletes

To help market its forward-thinking sneakers, Under Armour has amassed a long list of some of the planet’s best athletes and stylish celebrities to endorse its products. In 2016, the brand held contracts with four reigning MVPs from four different sports: Steph Curry, Cam Newton, Bryce Harper, and Casey Price. However, the list does not end there, as Kelley O’Hara, Michael Phelps, Buster Posey, Dwayne “The Rock” Johnson, Tom Brady, and Jordan Spieth. Recently, Under Armour announced a new deal with A$AP Rocky, who is set to help guide the brand into the lifestyle world.