Under Armour, the popular sportswear brand known for its performance apparel, was founded by Kevin Plank in 1996. As a former University of Maryland football player, Plank started the company from his grandmother’s basement with a simple mission to create better athletic wear. While Kevin Plank founded Under Armour and serves as its Executive Chairman, the company is publicly traded on the New York Stock Exchange. This means it’s owned by shareholders including institutional investors and individual stockholders.
The ownership structure of Under Armour has evolved since its early days. Kevin Plank remains a significant shareholder and maintains substantial influence over the company’s direction. However, as UA grew from a small startup into a global brand competing with giants like Nike and Adidas, its ownership spread across various investors. The company went public in 2005, transforming from a privately-owned business to one with distributed ownership.
Key Takeaways
- Kevin Plank founded Under Armour in 1995 and currently serves as Executive Chairman while remaining a major shareholder.
- Under Armour is a publicly traded company with ownership distributed among various institutional and individual investors.
- The Baltimore-based sportswear company has grown from a basement startup to a global athletic apparel brand worth billions.
The Birth of Under Armour
Under Armour began with one athlete’s simple idea to create better performance gear. This innovative concept would grow into one of the world’s leading sportswear brands.
Kevin Plank’s Vision
Kevin Plank, a former special teams captain at the University of Maryland, founded Under Armour on September 25, 1996, when he was just 24 years old. As a college football player, Plank grew frustrated with cotton T-shirts that became heavy and uncomfortable when soaked with sweat during practices and games.
This personal experience inspired him to create a solution. He began searching for moisture-wicking synthetic materials that could help regulate body temperature and enhance athletic performance.
Plank initially operated the business from his grandmother’s basement in Washington D.C. He traveled up and down the East Coast selling his revolutionary shirts directly to college and professional football teams.
Innovation from the Start
The first Under Armour product was the #0037 compression shirt, designed to be worn under a player’s uniform or equipment. This shirt used special synthetic fabrics that pulled moisture away from the body instead of absorbing it like cotton.
This moisture-wicking technology became the foundation of Under Armour’s approach to athletic performance apparel. The shirts kept athletes cool, dry, and light throughout practices and games.
The company’s early motto was simple but powerful: “Under Armour: The Advantage on the Field.”
By 1998, Under Armour had outgrown the basement and moved to Baltimore, Maryland, where the company headquarters remains today. The brand continued to expand its product line while maintaining its focus on innovative performance gear.
Ownership and Shareholders
Under Armour has a mix of individual and institutional shareholders who control the company. The founder, Kevin Plank, remains one of the top shareholders of Under Armour, maintaining significant influence over the company he created.
Other key individual shareholders include executives like David Bergman and Douglas Coltharp, who help guide the company’s direction through both their leadership roles and ownership stakes.
Large institutional investors hold substantial portions of Under Armour stock. BlackRock Advisors LLC owns 15.18% of shares, making them a major stakeholder in the company’s future.
Fidelity Management & Research Co. LLC controls 15.01% of shares, nearly matching BlackRock’s influence in the company.
The Vanguard Group also ranks among the top institutional shareholders, along with BDT Capital Partners.
Under Armour has a total of 683 institutional owners and shareholders who have filed the required forms with the Securities Exchange Commission. This wide institutional ownership shows strong interest from professional investors.
The company maintains a Board of Directors that provides governance and oversight to protect shareholder interests while guiding the company’s strategic direction.
Product Range
Under Armour offers a diverse collection of athletic wear, shoes, and accessories designed with performance and innovation at their core. The brand caters to athletes of all levels with products engineered to enhance comfort and performance during various activities.
Apparel Innovations
Under Armour built its reputation on performance apparel engineered to keep athletes cool, dry, and light. Their signature moisture-wicking fabrics move sweat away from the body, helping athletes stay comfortable during intense workouts.
The ColdGear® line provides insulation in cold weather without adding bulk, while HeatGear® keeps athletes cool when temperatures rise. These technologies demonstrate the brand’s commitment to meeting athletes’ needs in any environment.
For recovery, Under Armour offers compression garments that improve blood circulation and reduce muscle fatigue. Their RUSH™ collection features mineral-infused fabrics that reflect energy back to the body, potentially improving endurance and strength.
The brand consistently releases new clothing technologies, maintaining their position as innovators in the athletic apparel market. Their products range from training shorts to golf polos to winter jackets, covering nearly every sport and activity.
Footwear for Every Athlete
Under Armour’s footwear division has expanded significantly since its introduction in 2006. Their shoes cater to runners, basketball players, golfers, and training enthusiasts alike.
The HOVR™ cushioning technology provides energy return for runners, while Charged Cushioning® offers responsive support for training and basketball. These technologies help reduce impact and enhance comfort during movement.
For trail runners and hikers, Under Armour creates durable options with enhanced grip and weather protection. Their basketball shoes feature technologies that improve stability and court feel for better performance.
The brand also produces cleats for football, baseball, soccer, and lacrosse, designed with sport-specific features. Each shoe type incorporates the brand’s performance philosophy while addressing the unique demands of different sports.
Accessories for Peak Performance
Under Armour complements their apparel and footwear with a wide range of accessories designed to enhance athletic performance. Their backpacks and gym bags feature water-resistant materials and ergonomic designs for comfortable carrying.
Performance headwear includes moisture-wicking caps, visors, and beanies that help regulate temperature. Their gloves offer both warmth and touchscreen compatibility for cold-weather training.
The brand’s socks incorporate cushioning and arch support, while their performance masks became popular during the pandemic for breathable protection during workouts.
Water bottles, resistance bands, and fitness trackers round out their accessory collection. Under Armour also produces sport-specific gear like batting gloves, shin guards, and basketball sleeves.
These accessories maintain the brand’s focus on performance-enhancing features while providing practical solutions for athletes’ everyday needs. From digital products to training equipment, Under Armour aims to support athletes in every aspect of their fitness journey.
Under Armour’s Market Presence
Under Armour has established a strong position in the athletic apparel industry through strategic customer engagement and crucial supplier relationships. The brand continues to evolve from its performance apparel roots.
Expanding Customer Base
Under Armour has grown significantly since its founding in 1996 by former University of Maryland football player Kevin Plank. Initially focused on athletic performance apparel, the company now serves a diverse customer base.
The brand appeals to professional athletes, fitness enthusiasts, and everyday consumers seeking quality sportswear. Their product lines have expanded beyond moisture-wicking shirts to include footwear, casual wear, and accessories.
Under Armour strengthened its digital presence through strategic acquisitions of fitness apps like MapMyRun, Endomondo, and MyFitnessPal. This tech integration helps them connect with customers through digital fitness communities.
Their target demographic has broadened from primarily male athletes to include women, youth markets, and international customers. This expansion has been crucial for growth in the competitive sportswear industry.
Supplier Partnerships
Under Armour relies on strong supplier relationships to maintain its position as a leading American sportswear company. These partnerships help ensure product quality and innovation.
The company works with manufacturing partners globally to produce their athletic performance apparel, footwear, and accessories. Their supply chain strategy emphasizes:
- Quality control standards
- Material innovation
- Ethical manufacturing practices
- Sustainability initiatives
Under Armour’s supplier network allows them to respond to changing market demands and consumer preferences quickly. This flexibility became especially important during recent global supply chain disruptions.
The company continues to evolve its supplier relationships to support growth in new markets and product categories. These partnerships remain essential to Under Armour’s ability to compete with industry giants like Nike and Adidas.
Athlete Sponsorship and Sports Marketing
Under Armour has built its brand through strategic partnerships with athletes and teams. These relationships have helped establish the company as a major player in the sports apparel industry while driving innovation in performance technology.
Prominent Athlete Endorsements
Under Armour has carefully selected athletes who align with their brand values. The company struck a partnership with football star Douglas Costa, showing their commitment to global football.
In golf, Under Armour signed PGA Tour player Jordan Spieth to an endorsement deal in 2013. This relationship helped boost the brand’s visibility in the golf market.
The company also embraces college athletics. They formed a partnership with football player Rakim Jarrett, which pays homage to the brand’s roots while helping give youth athletes exposure to collegiate-level football.
Team sponsorships are another key component of Under Armour’s marketing strategy, with partnerships including Wales Rugby Football Union and Tottenham Hotspur Football Club.
Investing in Human Performance
Under Armour’s founder Kevin Plank started the company when his sweat-soaked T-shirts drove him crazy during college football. This personal experience sparked the creation of moisture-wicking performance apparel.
The company continues to focus on enhancing athletic performance through innovative products. Their research and development teams work closely with sponsored athletes to test and refine gear in real-world conditions.
Under Armour invests in performance technology that helps athletes train more effectively. This includes connected fitness apps and smart apparel that track movement and provide feedback.
By focusing on performance improvement rather than just brand visibility, Under Armour has created meaningful partnerships that benefit both the company and the athletes they sponsor.
Consumer Engagement and Brand Loyalty
Under Armour has worked hard to build strong relationships with customers and maintain its connection to its hometown roots. The company uses various strategies to engage consumers and foster brand loyalty.
Building Community
Under Armour launched its first-ever loyalty program, “UA Rewards,” in July 2023. This program gives U.S. customers a new way to earn benefits when shopping with the brand.
The company has been working on a major brand overhaul led by CEO Kevin Plank. This strategy aims to reverse declining sales and reconnect with consumers.
Under Armour is strengthening its leadership team to improve consumer connections. Recently, they appointed Eric Liedtke, a former Adidas executive, to lead brand strategy after Jim Dausch’s departure.
The company has been shifting toward a more consumer-direct focus since 2020. This approach helps them build stronger relationships with their customers.
Headquartered in Baltimore
Under Armour maintains strong ties to Baltimore, where the company was founded and continues to be headquartered. The Baltimore location reflects the brand’s gritty, hardworking identity.
The company employs many Baltimore residents and contributes to the local economy. Their presence has helped revitalize certain areas of the city.
Under Armour often features Baltimore in marketing campaigns and community initiatives. This helps strengthen their connection to the city while supporting local causes.
The Baltimore headquarters serves as more than just office space—it’s a symbol of the brand’s heritage. Visitors can see how the company maintains its local roots while operating as a global athletic wear brand.
Contact Information and Customer Service
Under Armour provides several ways to reach their customer service team. If you need help with products or orders, you can connect with them through multiple channels.
The main customer service phone number is 1-888-727-6687. You can also find it listed as 1-888-7-ARMOUR. This is the quickest way to speak directly with a support representative.
For those who prefer text messaging, Under Armour offers text support services as well. Customers can also use email to address their concerns.
The general mailing address for Under Armour is:
Under Armour, Inc.
101 Performance Drive
Baltimore, MD 21230-2080
International customers can find region-specific contact information on the Under Armour website. For example, customers in the United Kingdom can contact UA UK Retail Limited.
Under Armour’s online contact support page allows customers to send messages directly or chat with team members. This option is convenient for those who prefer digital communication.
Customer service representatives can help with product information, order status, returns, and account issues. They aim to provide friendly assistance for all Under Armour shoppers.
