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Under Armour‘s unwavering commitment to excellence unfolds across a journey marked by innovative products, strategic partnerships, and groundbreaking campaigns. From the inception of the iconic “Shorty” shirt to the evolution of HeatGear® and ColdGear®, Under Armour continuously redefines athletic wear. The pivotal move to Baltimore in 1998 solidified the brand’s roots, while the legendary “Protect This House” ad in 2003 established Under Armour as an authentic voice, emphasizing the enduring theme of “WILL.” Historic milestones, including going public in 2005 and venturing into footwear in 2006, propelled the brand to new heights. The opening of the first Brand House in 2007 signaled a retail revolution, and surpassing $1 billion in annual revenue in 2010 highlighted the brand’s rapid growth.
Under Armour’s commitment to fitness materialized in the Connected Fitness initiative in 2015, fostering a global community. The introduction of UA HOVR in 2018 revolutionized footwear cushioning. The Curry Brand launch in 2020, in collaboration with NBA star Stephen Curry, focused on equitable access to sports. In 2022, Under Armour pledged to break down barriers, aiming to provide opportunities for millions of youth to engage in sports by 2030. The 2023 initiative, “Protect This House,” evolves to rally a new generation to go beyond individual accomplishments and protect something greater—their team and community.
Under Armour stands as a catalyst for athlete progress and community development, driven by a purpose centered on who they are and the world’s needs they fulfill. Join the movement, where sport is a transformative force for individuals and communities alike.
