Under Armour
Under Armour is a publicly traded performance athletic apparel, footwear, and accessories company that designs proprietary fabric and footwear technologies and sells globally through DTC, wholesale, and licensing channels to mass-market athletes, team-sport programs, and consumers.
- Company typePublic
- Founded1996
- HeadquartersBaltimore, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Under Armour does
Under Armour is a publicly traded (NYSE: UAA/UA) developer, marketer, and distributor of performance athletic apparel, footwear, and accessories founded in 1996 and headquartered in Baltimore, Maryland. The company's product platform is built on a portfolio of proprietary fabric and footwear technologies — including HeatGear, ColdGear, Iso-Chill, UA Storm, Meridian, and Neolast in apparel, and HOVR+, CLONE, and SlipSpeed in footwear — that underpin performance claims across training, running, basketball, golf, and team-sports categories. Under Armour sells a multi-category line that spans men's, women's, and youth performance apparel, training and running footwear, golf apparel and footwear, team uniforms, and accessories, and in 2024 extended into regenerative casual apparel through the acquisition of Unless Collective.
Under Armour operates a hybrid business model combining direct-to-consumer (DTC) sales through Brand House and Factory House retail stores and e-commerce with North American wholesale distribution and international licensing and wholesale partnerships, including a long-term licensing arrangement with Vulcabras for South America. The company monetizes primarily through product sales, supplemented by licensing royalties, team/college uniform deals (e.g., Notre Dame, Aston Villa F.C., University of Texas Tech), and athlete endorsements. The reported fiscal 2026 revenue was approximately $5.0 billion (down about 4% year-over-year), with a net loss of approximately $496 million, as the company executed a restructuring program with total program costs of approximately $305 million — including a 25% SKU reduction, North American headcount reductions, and office consolidation. Operationally, Under Armour has begun deploying AI-enabled enterprise tooling through partnerships with Snowflake (Cortex AI, CoWork) and Blue Yonder for supply chain planning, while expanding category leadership in U.S. golf footwear (21.75% market share in Q1 2026) and growing international revenue.
Under Armour firmographics
Firmographics- Name
- Under Armour
- Legal name
- Under Armour, Inc.
- Website
- https://underarmour.com
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Under Armour is a publicly traded performance athletic apparel, footwear, and accessories company that designs proprietary fabric and footwear technologies and sells globally through DTC, wholesale, and licensing channels to mass-market athletes, team-sport programs, and consumers.
- Ownership category
- akta.pro rank
Under Armour industry classification
Industry- Product category
- Athletic Apparel and Footwear
- NAICS
- Sporting and Athletic Goods Manufacturing (33992), Footwear Manufacturing (3162), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Footwear, (No Rubber) (3140), Women's, Misses', And Juniors Outerwear (2330)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industry
- Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)
Keywords
Where Under Armour is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Under Armour business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Wholesale and Direct-to-Consumer Product Sales: Primary revenue from apparel, footwear, and accessories sold through own storefront (underarmour.com), outlet channel, and wholesale partners. Fiscal 2026 revenue of $5.0 billion (down 4% YoY), with Q4 FY2026 revenue of $1.2 billion (down 1% YoY). North America generated $2.9 billion in revenue (down 7%) while international grew 10% in Q4. Gross margin contracted 240 basis points to 45.5% due to higher tariffs.
- International Licensing (South America): Exclusive licensing royalties through Vulcabras S.A. covering manufacture and distribution in South America. Vulcabras reported Q1 2026 net revenue of R$776.4 million (+10.7% YoY), the 23rd consecutive quarter of growth, with recurring EBITDA of R$156.9 million.
- Retail Media / Advertising Partnerships: In-store retail media advertising through A2Z Cust2Mate smart cart platform deployed in Israeli supermarkets, monetizing brand placement at the point of purchase decision; represents emerging incremental revenue channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | UA Rewards loyalty program with 15% student discount (UNiDAYS), free standard shipping with no minimum, and free returns. |
| Unit Pricing | Other | New Arrivals full-price tier (Under $25 to $200+) |
| Other | Other | Outlet / Semi-Annual Sale tier (Extra 50% Off with code SUMMER) |
Go-to-market motion6 records
Distribution channels7 records
Under Armour product offering
Product offeringCore offering
Under Armour designs, develops, and distributes branded performance apparel, footwear, and accessories for athletes and fitness-oriented consumers. The company sells its products through direct-to-consumer (DTC) e-commerce and branded retail stores, wholesale partners, and international licensing arrangements. Product lines span training, running, basketball, golf, and outdoor categories and incorporate proprietary fabric platforms such as HeatGear, ColdGear, Iso-Chill, and UA Storm.
Differentiator
Problem solved
Functional benefit
Brands
- UNLESS: Zero-plastic regenerative fashion brand acquired from founder Eric Liedtke in August 2024.
- Curry Brand
- Project Rock
Products and services
- HeatGear
- ColdGear
- UA Storm
- Iso-Chill
- UA Meridian
- UA Vanish
- UA Tech
- HOVR+
- UA SlipSpeed
- UA Velociti
- UA Halo
- UA Drive and CLONE Golf Footwear
- UA Freedom
- UA Icon
- UA HB-LO and UNLESS Basketball Footwear
- UA Shadow Elite 3 FG x Mansory
- UA ArmourDry and The Bouncy Tee
Quantifiable outcome
- 21.75% Q1 2026 golf footwear market share (highest ever, up from 18.84% YoY)
- +4 more outcomes
Companies that use Under Armour
Customer profileNamed customers7 records
Ideal customer profiles3 records
Under Armour technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature10 records
Under Armour partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship collaboration, strategic infrastructure partner, minor partnership, category partnership, core operations partner, operational partner, flagship innovation partnership, emerging retail media channel, flagship event partnership, core sustainability partnership, brand strategy acquisition, core international licensee, featured collaboration, core youth sports partnership, flagship collegiate partnership, featured athlete endorsement and major athlete endorsement.
- Dodgeflagship collaborationDodge and Under Armour launched a collaborative collection of performance apparel, footwear, and accessories inspired by Dodge Charger SRT Hellcat and Challenger SRT Demon muscle cars. Collection includes HB-Lo sneakers, HeatGear baselayers, UA Blur Pro x Dodge Cleat, UA Blur x Dodge Glove, graphic tees, cargo shorts, and football gear in oxblood red and carbon black colorways with burnout-inspired textures. Official launch event at UA NEXT SEVENS tournament at IMG Academy in Bradenton, Florida, July 10-12, 2026.
- Snowflake (Cortex AI / CoWork)strategic infrastructure partnerUnder Armour deploys internal AI agents built on Snowflake's Cortex AI platform (CoWork) to query enterprise data and automate workflows. Cited as an enterprise adopter at Snowflake Summit 26 alongside Synopsys, Whoop, and Netflix. The integration leverages Anthropic Claude models running natively inside Snowflake environments and Cortex Training for domain-specific models. Under Armour is one of over 13,900 Snowflake customers.
- Youth Inc.minor partnershipYouth Inc.'s 'Crashin' Practice' original series launched June 2, 2026, featuring Coach RAC and Coach Ballgame, with Under Armour and Academy Sports + Outdoors providing premium gear, surprise giveaways, and mentorship across youth baseball teams in all 50 states; the series is presented by Players Health and distributed across YouTube and Instagram.
- Billboard (Country Live)category partnershipUnder Armour is a Category Partner for Billboard's Country Live event in Nashville, with concerts scheduled at Category 10 in downtown Nashville. Gibson provides select gear for the event, which is free and open to the public with RSVP. The partnership aims to connect Under Armour's brand with country music audiences through integrated branding and fan-facing experiences.
- Blue Yondercore operations partnerUnder Armour won Blue Yonder's 2026 ICONic Customer Award 'The Groundbreaker' for measurable business impact achieved through Blue Yonder's AI-powered supply chain solutions, including 13% inventory reductions, ~12% forecast accuracy improvements, planning cycle time reductions from two weeks to under one week, and operational efficiency gains across warehousing, transportation, and fulfillment operations.
- DSV (Global Transport and Logistics)operational partnerUnder Armour is featured among companies (DSV, Velux, RAWBITE) collaborating to streamline supply chains, manufacturing, and global distribution with DSV's logistics support.
- Persona AIflagship innovation partnershipPersona AI and Under Armour announced a research and development collaboration on May 12, 2026 to explore how advanced high-performance materials can support the next generation of humanoid robotics operating in demanding industrial environments (welding, heavy manufacturing, extreme heat, hazardous materials). The collaboration combines Persona AI's robotics expertise with Under Armour's textile innovation, focusing on heat management, abrasion resistance, and flexibility under repetitive motion, with the goal of establishing global standards for robot-specific performance gear and exploring applications beyond sports into industrial protection.
- A2Z Cust2Mateemerging retail media channelA2Z Cust2Mate Solutions Corp. announced a new retail media agreement with Under Armour (alongside Santa Barbara Polo Club, Slazenger, Rollox, SwissBrand) to advertise on its AI-powered Cust2Mate Smart Cart platform deployed in Israeli supermarkets. The agreement expands A2Z Cust2Mate's Retail Media Division, which began generating revenue in Q1 2026.
- Rolling Loudflagship event partnershipUnder Armour is the exclusive performance apparel partner of Rolling Loud 2026, debuting the Fit for the Pit experience as a central hub for festivalgoers featuring lounge areas, recovery and fitness activations, and product giveaways. The partnership marks the first-ever limited-edition Rolling Loud x Under Armour collection featuring HeatGear® and Vanish lines. Under Armour also continues as the festival's official main stage sponsor, with Don Toliver, NBA YoungBoy, and Playboi Carti headlining the Under Armour Stage.
- US Cotton Trust Protocolcore sustainability partnershipUnder Armour joined the US Cotton Trust Protocol, a voluntary sustainability and traceability platform for cotton sourcing, to enhance supply chain transparency and gain access to verified environmental data including water use, greenhouse gas emissions, soil health, and land use. The company will pilot Trust Protocol-tracked cotton this autumn in graphic tees within its Freedom collection.
- Unless Collective (Eric Liedtke acquisition)brand strategy acquisitionUnder Armour acquired Unless Collective, a zero-plastic regenerative fashion brand, and appointed its founder Eric Liedtke as EVP of brand strategy. Liedtke, formerly of Adidas, focuses on strengthening Under Armour's brand identity and growth strategies, reporting directly to CEO Kevin Plank.
- Vulcabras S.A.core international licenseeVulcabras S.A. holds exclusive rights to manufacture and distribute Under Armour and Mizuno brands in South America and owns the Olympikus brand. Q1 2026 net revenue of R$776.4 million (+10.7% YoY), marking the 23rd consecutive quarter of growth, with recurring EBITDA of R$156.9 million. Net debt of R$769.4 million reflects elevated working capital, CAPEX investments, and accelerated dividend distributions.
- Paninifeatured collaborationUnder Armour partnered with Panini to create two exclusive trading cards (Sneaker Spotlight and Color Blast) only available inside Bobby Witt Jr.'s 'Dream Pull' shoe boxes purchased through Under Armour, DICK'S Sporting Goods, or Academy.com, not in standard Panini products. The collection is also set as a playable option for MLB The Show 2026.
- Unrivaled Sports / DICK'S Sporting Goodscore youth sports partnershipUnder Armour announced a partnership with Unrivaled Sports and DICK'S Sporting Goods, positioning the brand as the exclusive performance apparel partner across several youth tournaments including a presenting sponsorship of the Ripken Nationals tournament featuring on-site activations and social content targeting young athletes and their families.
- University of Notre Dame (Marcus Freeman Coach's Collection)flagship collegiate partnershipUnder Armour and Notre Dame launched a limited-edition 'Coach's Collection' featuring head coach Marcus Freeman's signature sideline style including quarter-zips and performance tops in Irish colors. The collection is available through Under Armour's website, the official Notre Dame bookstore, and fan shops, with limited quantities. Freeman's consistent style has become a visual brand for Notre Dame football.
- Bobby Witt Jr. (Kansas City Royals)featured athlete endorsementKansas City Royals shortstop Bobby Witt Jr. collaborated with Under Armour to release his first retail player-exclusive footwear capsule called 'Dream Pull,' featuring designs inspired by trading card culture (holographic finishes, 'GM' Gem Mint callouts), available through Under Armour, DICK'S Sporting Goods, and Academy.com with exclusive Panini trading cards included.
- Jordan Spiethmajor athlete endorsementJordan Spieth, professional golfer (13 PGA Tour titles including Masters and US Open in 2015), has an endorsement deal with Under Armour contributing to Under Armour Golf's record 21.75% Q1 2026 footwear market share; his estimated net worth is $120 million as of 2026, with over $67.9 million from PGA Tour prize money.
Scale indicators14 records
Recent moves6 records
Expansion highlights6 records
Under Armour competitors and assessment
Company assessmentDirect peers
- Nike: Nike is the global leader in athletic footwear and apparel with ~$60B market cap and ~27% global men's footwear share. Directly comparable to Under Armour across performance footwear, apparel, athlete endorsements, and direct-to-consumer plus wholesale distribution, though at materially greater scale.
- Adidas: Adidas is a global athletic footwear and apparel competitor with ~$35B market cap and ~11% mental market share (per Morning Consult). Closely competes with Under Armour in running, training, soccer, lifestyle, and team sports, with comparable international footprint and wholesale + DTC model.
- Puma: Puma competes directly with Under Armour in performance and lifestyle athletic footwear and apparel at a similar mid-tier global brand scale. Overlaps in running, training, soccer, basketball, and motorsport-inspired collaborations (e.g., Porsche, BMW), sharing a youth and lifestyle-driven GTM motion.
- New Balance: New Balance competes head-to-head with Under Armour in performance running (HOVR+ vs Fresh Foam / FuelCell), training, and lifestyle footwear. Both brands emphasize premiumization, manufacturing heritage, and have shifted aggressively into lifestyle collaborations and basketball.
- Hoka (Deckers Outdoor): Hoka competes directly with Under Armour in performance running footwear, where Under Armour positions Velociti (HOVR+ foam) and Halo platforms. Hoka has been one of the fastest-growing running brands globally and represents the most direct competitive threat in the cushion-led running category.
Broad incumbents
- Lululemon: Lululemon is a broader incumbent competing with Under Armour's women's training (UA Meridian) and athleisure lines. Both compete in women's premium performance apparel; Lululemon is the share leader in the yoga/pilates adjacent categories UA is challenging via Meridian and Vanish collections.
- Columbia Sportswear: Columbia Sportswear is a broader outdoor apparel incumbent with overlapping product categories in performance outdoor apparel, footwear, and accessories. Both brands leverage wholesale, DTC, and outlet channels, and compete for the active outdoor consumer though Columbia is more outdoor-weather focused.
Emerging players
- Vuori: Vuori is an emerging premium athleisure and training apparel brand competing with Under Armour's women's lifestyle and training collections. Both target the active-but-not-athlete consumer with premium price points and a DTC-first model.
- Alo Yoga: Alo Yoga is an emerging yoga and training apparel brand competing with Under Armour's women's Meridian and Vanish lines in the premium athleisure category. Identified in Morning Consult research as a challenger building outsized presence in yoga/pilates.
- Gymshark: Gymshark is an emerging training-focused apparel brand competing with Under Armour in the gym/training category through a digitally-native, influencer-driven GTM motion. Identified by Morning Consult as a challenger building outsized presence in gym/training.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Under Armour social profiles
Digital presenceUnder Armour financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under Armour leadership team
Management profileNumber of profiles
Profiles8 records
Under Armour subsidiaries and ownership
Company hierarchySubsidiaries1 record
Under Armour funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under Armour M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Under Armour
What does Under Armour do?
Under Armour designs, develops, and distributes branded performance apparel, footwear, and accessories for athletes and fitness-oriented consumers. The company sells its products through direct-to-consumer (DTC) e-commerce and branded retail stores, wholesale partners, and international licensing arrangements. Product lines span training, running, basketball, golf, and outdoor categories and incorporate proprietary fabric platforms such as HeatGear, ColdGear, Iso-Chill, and UA Storm.
Is Under Armour a public or private company?
Under Armour is a public company. It is classified as public and is currently operating.
When was Under Armour founded?
Under Armour was founded in 1996. It employs 5,001 to 10,000 people.
Where is Under Armour based?
Under Armour is headquartered in Baltimore, United States, in the North America region.
How does Under Armour make money?
Three revenue lines are on record. Wholesale and Direct-to-Consumer Product Sales are the primary driver. The others are international Licensing (South America) and retail Media / Advertising Partnerships.
Who are Under Armour's main competitors?
Direct peers on record are Nike, Adidas, Puma, New Balance and Hoka (Deckers Outdoor). Broad incumbents are Lululemon and Columbia Sportswear. Emerging players are Vuori, Alo Yoga and Gymshark.
Does Under Armour have an API?
No public API is recorded for Under Armour.
What industry is Under Armour in?
Under Armour's product category is Athletic Apparel and Footwear. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAMACAI, Outdoor Performance Footwear & Apparel Retail (Trail/Hike). Its NAICS code is 33992 and its SIC code is 3140.