Under Armour

Under Armour's journey began in 1996, born from the vision of Kevin Plank, a then 23-year-old former special teams captain of the University of Maryland football team. Frustrated with cotton t-shirts that would become heavy and uncomfortable with sweat during grueling practices, Plank embarked on a mission to create a superior alternative. Operating initially from his grandmother's basement in Washington, D.C., he tirelessly researched and developed a synthetic fabric that would wick moisture away from the skin, keeping athletes cool, dry, and light. This innovative performance apparel was the genesis of Under Armour. Plank's early days involved traveling along the East Coast, selling his revolutionary gear out of the trunk of his car. His persistence paid off, and by the end of 1996, he secured his first significant team sale, generating $17,000.

The company soon relocated to Baltimore, Maryland, which remains its global headquarters. Under Armour's big break arrived in 1999 when its products were featured in the Warner Bros. film 'Any Given Sunday,' significantly boosting brand visibility. This exposure, coupled with strategic product placements and endorsements from professional athletes, propelled the company's growth. Under Armour quickly became recognized for its innovative approach to athletic apparel, expanding its product lines to include ColdGear for cold weather, HeatGear for warm conditions, and AllSeasonGear for in-between temperatures. The company went public in 2005, and its stock nearly doubled on its first day of trading. Over the years, Under Armour has diversified its offerings to include footwear, accessories, and connected fitness technology, establishing itself as a major player in the global sports apparel and accessories market. Despite leadership changes over the years, including Plank stepping down as CEO in 2020 and returning in April 2024, the brand continues to focus on its core mission of making athletes better through passion, design, and the relentless pursuit of innovation.