How a sweat-soaked T-shirt launched a global performance apparel empire from a basement
In 1996, a former University of Maryland football captain grew tired of heavy, wet jerseys. He envisioned a moisture-wicking synthetic alternative, starting his business from a grandmother’s rowhouse. Today, that venture is a global powerhouse, having navigated massive growth, high-stakes celebrity endorsements, and complex corporate challenges in the competitive sportswear market.
The origins of Under Armour trace back to Kevin Plank, who sought a solution to the discomfort of sweat-drenched cotton shirts during football practice. By utilizing synthetic microfibers, he developed a prototype that effectively wicked moisture away from the skin. This innovation caught the attention of professional athletes, including quarterback Jeff George, whose appearance in a mock turtleneck helped propel the brand into the public consciousness. Early growth was fueled by strategic sales to university teams and a pivotal decision to leverage product placement in films like Any Given Sunday, which generated significant revenue.
As the company expanded, it aggressively pursued high-profile partnerships, including deals with NBA star Stephen Curry and actor Dwayne Johnson. The brand also ventured into digital fitness, acquiring apps like MyFitnessPal and Endomondo to integrate data into its ecosystem. However, the company's trajectory has not been without turbulence. It faced scrutiny over accounting practices in 2015 and 2016, leading to SEC investigations, and experienced significant revenue declines during the 2020 pandemic. These challenges forced the company to refine its retail strategy, including subleasing high-profile real estate on New York's Fifth Avenue.
Under Armour’s product evolution reflects a constant push into specialized performance gear. From the introduction of ColdGear and HeatGear to advanced technologies like ceramic-powdered Infrared apparel and scent-control fabrics, the company has consistently sought to differentiate itself. Despite shifting leadership, including the return of founder Kevin Plank as CEO in 2024, the brand remains a major player in the global athletic market, balancing its legacy in performance apparel with ongoing efforts to maintain relevance through new partnerships, such as its 2025 sponsorship of the Unrivaled basketball league.
Source: Under Armour
