Under Armour, Inc.
Under Armour is a publicly traded (NYSE: UAA, UA) Baltimore-based developer and distributor of branded performance athletic apparel, footwear, and accessories built on proprietary moisture-wicking fabric technology, serving athletes from elite to recreational levels globally through DTC, wholesale, and licensed uniform channels.
- Company typePublic
- Founded1996
- HeadquartersBaltimore, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Under Armour, Inc. does
Under Armour, Inc. is a publicly traded (NYSE: UAA and UA), Baltimore-headquartered developer, marketer, and distributor of branded performance athletic apparel, footwear, and accessories, founded in 1996 by Kevin Plank. Its core technology is a suite of proprietary moisture-wicking fabric systems — heatGear, coldGear, and AllseasonGear — engineered to move sweat away from the skin and developed in facilities such as the UA Lighthouse innovation center; the company extends this performance DNA across apparel, footwear, and accessories, and operates sub-brands including Curry Brand (Stephen Curry basketball line) and the 2024-acquired UNLESS COLLECTIVE (zero-plastic regenerative fashion).
The company monetizes through a multi-channel model: owned direct-to-consumer e-commerce and retail stores, third-party wholesale through major partners such as Dick's Sporting Goods and Amazon, and licensed uniform manufacturing via BSN SPORTS for team-sports organizations. It distributes across the Americas, EMEA (UK, France, Germany, Canada), and Asia Pacific (China), and pursues brand visibility through partnerships with the NFL, the Chinese Rugby Football Association, AUBL, LIV Golf's 4Aces GC, Morgan State University, and athlete ambassadors. A connected-fitness layer exists via the MapMyRun integration in its digital ecosystem, alongside the UA Shop app.
Under Armour has undergone significant leadership turnover between 2022 and 2024 — Patrik Frisk's departure in June 2022, Stephanie Linnartz's appointment in February 2023, and Kevin Plank's return as President and CEO in April 2024 — alongside a series of senior operating appointments (Chief Supply Chain Officer, Chief Design Officer, Chief Product Officer, Presidents of the Americas and EMEA) executed under its 'Protect This House 3' (PTH3) strategy. The brand sells primarily to athletes across elite, collegiate, and recreational levels, with the underlying value proposition centered on engineered moisture management and a performance-oriented brand identity rather than disclosed pricing tiers or subscription models.
Under Armour, Inc. firmographics
Firmographics- Name
- Under Armour, Inc.
- Legal name
- Under Armour, Inc.
- Website
- https://about.underarmour.com
- Company type
- Public
- Founded year
- 1996
- Operating status
- Operating
- Short description
- Under Armour is a publicly traded (NYSE: UAA, UA) Baltimore-based developer and distributor of branded performance athletic apparel, footwear, and accessories built on proprietary moisture-wicking fabric technology, serving athletes from elite to recreational levels globally through DTC, wholesale, and licensed uniform channels.
- Ownership category
- akta.pro rank
Under Armour, Inc. industry classification
Industry- Product category
- Athletic Apparel, Footwear and Accessories
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Performance Outerwear & Technical Apparel (CRAAAEAB), Compression, Base Layers & Thermals (CRAAAEAH), Performance Socks, Underlayers & Active Essentials (CRAAAEAJ)
Keywords
Where Under Armour, Inc. is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Under Armour, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Distribution channels3 records
Marketing channels3 records
Under Armour, Inc. product offering
Product offeringCore offering
Under Armour is a leading inventor, marketer, and distributor of branded performance athletic apparel, footwear, and accessories. Its product portfolio is built around proprietary moisture-wicking fabric systems (HeatGear, ColdGear, AllSeasonGear) engineered to keep athletes dry and enhance performance during training, competition, and recovery. The company sells its products globally through owned retail stores, its own e-commerce site, wholesale partners, and licensed team uniform manufacturing.
Product overview
Under Armour is a leading inventor, marketer, and distributor of branded performance athletic apparel, footwear, and accessories. The company's core product portfolio consists of performance apparel, footwear, and accessories designed to empower human performance. Under Armour operates sub-brands including Curry Brand (basketball line featuring Stephen Curry) and acquired regenerative fashion brand UNLESS COLLECTIVE. The company also offers digital products through UA Apps for mobile shopping and brand engagement. The product ecosystem is unified around performance-focused athletic wear that makes athletes better.
Differentiator
Problem solved
Functional benefit
Brands
- Curry Brand: Basketball footwear and apparel line under Under Armour featuring Stephen Curry
- UNLESS COLLECTIVE
Products and services
- Performance Apparel Branded athletic clothing engineered to enhance human performance through moisture-wicking and other proprietary fabric technologies; sold to athletes and consumers across training, competition, and recovery use cases.
- Performance Footwear Athletic shoes designed for multiple sports and activities, including running, training, basketball (Curry Brand), football, golf, and rugby, providing performance advantages for athletes.
- Performance Accessories
Companies that use Under Armour, Inc.
Customer profileSegments1 record
Ideal customer profiles2 records
Under Armour, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Under Armour, Inc. partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, strategic and minor.
- UNLESS COLLECTIVE, INC (UNLESS)coreUnder Armour acquired UNLESS COLLECTIVE, INC, a zero-plastic regenerative fashion brand, and appointed Eric Liedtke as Executive Vice President of Brand Strategy following the completion of this acquisition. The partnership brought regenerative fashion capabilities to Under Armour's brand portfolio.
- National Football League (NFL)coreUnder Armour and the NFL announced a long-term official partnership in 2025, making Under Armour an official NFL partner for footwear and gloves. This agreement affirms both brands' commitments to athletic performance innovation, fan engagement, and youth development.
- Chinese Rugby Football Association (CRFA)strategicUnder Armour entered a long-term partnership with the Chinese Rugby Football Association as the official equipment supplier for China's national flag football team and China's men's rugby sevens national team. This represents a strategic investment in the growing rugby and flag football landscape in China ahead of flag football's Olympic debut in 2028.
- BSN SPORTScoreUnder Armour expanded its long-standing wholesale partnership with BSN SPORTS, one of the leading U.S. distributors of team sports apparel and equipment, to include licensing for sublimated UA team sports uniforms. Starting January 2026, BSN SPORTS became an official UA sublimated uniform manufacturer serving current and future organizations.
- 4Aces GCminorUnder Armour partnered with 4Aces GC ahead of the opening of the LIV Golf season, showcasing its latest golf innovations on the LIV Golf stage. The partnership involves the team launching its season at the Riyadh Golf Club.
- Asian University Basketball League (AUBL)strategicUnder Armour entered a partnership with AUBL as the official performance supplier and game ball partner of the league. AUBL players traveled to Chongqing to meet Stephen Curry and participate in a Curry Brand and Under Armour exhibition match.
- Morgan State UniversityminorUnder Armour expanded its partnership as an official team provider for Morgan State University, a prominent Historically Black College/University (HBCU) in Baltimore, representing a commitment to HBCU athletics and community engagement.
- University of Maryland Medical System (UMMS)minorDuring the COVID-19 pandemic, Under Armour manufactured and delivered face shields, fabric masks, and specially equipped fanny packs to support 28,000 healthcare providers at UMMS. The company delivered 1,300 face shields and produced over 500,000 masks for the medical system.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Under Armour, Inc. competitors and assessment
Company assessmentDirect peers
- Lululemon Athletica: Premium athletic apparel brand competing directly with Under Armour in women's and men's training, running, and athleisure categories, with a comparable DTC-anchored distribution model and strong brand-led pricing power.
- ASICS: Performance running and training footwear and apparel specialist with overlapping technical product positioning and global wholesale plus DTC channels, competing in the same athletic specialty retail shelf space as Under Armour.
- adidas: Global performance athletic apparel and footwear competitor with parallel categories (running, training, football/soccer, basketball) and signature athlete partnerships that overlap directly with Under Armour's core product lines.
- PUMA: Performance athletic apparel, footwear, and accessories brand with overlapping target customers and product categories including training, running, and team sports; Kara Trent previously held leadership roles at PUMA North America, evidencing direct talent and category overlap.
- New Balance: Performance footwear and apparel brand with growing lifestyle and signature-athlete positioning (e.g., basketball), competing head-to-head with Under Armour in running, training, and team sports categories globally.
- Nike: The largest global athletic apparel, footwear, and accessories brand, directly competing with Under Armour across running, training, basketball, and team sports with comparable performance fabric technologies and global wholesale plus DTC distribution.
Broad incumbents
- Skechers: Performance and casual footwear brand competing across athletic specialty retail channels and increasingly in performance running, with overlapping wholesale relationships and target consumer segments.
- Columbia Sportswear: Performance outdoor apparel and footwear brand that overlaps with Under Armour's outerwear and cold-weather lines (coldGear category) and shares wholesale sporting-goods distribution channels.
Emerging players
- Deckers Brands (HOKA): HOKA is a fast-growing performance running footwear line competing with Under Armour in athletic specialty wholesale and DTC; its acceleration in performance running has reshaped the same category UA targets.
- On Holding (On Running): Premium performance running footwear and apparel brand rapidly taking share in athletic specialty retail and DTC; an emerging competitor that pressures Under Armour's running and training footwear positioning at the premium end.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Under Armour, Inc. social profiles
Digital presenceUnder Armour, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under Armour, Inc. leadership team
Management profileNumber of profiles
Profiles6 records
Under Armour, Inc. subsidiaries and ownership
Company hierarchySubsidiaries1 record
Under Armour, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under Armour, Inc. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Under Armour, Inc.
What does Under Armour, Inc. do?
Under Armour is a leading inventor, marketer, and distributor of branded performance athletic apparel, footwear, and accessories. Its product portfolio is built around proprietary moisture-wicking fabric systems (HeatGear, ColdGear, AllSeasonGear) engineered to keep athletes dry and enhance performance during training, competition, and recovery. The company sells its products globally through owned retail stores, its own e-commerce site, wholesale partners, and licensed team uniform manufacturing.
Is Under Armour, Inc. a public or private company?
Under Armour, Inc. is a public company. It is classified as public and is currently operating.
When was Under Armour, Inc. founded?
Under Armour, Inc. was founded in 1996.
Where is Under Armour, Inc. based?
Under Armour, Inc. is headquartered in Baltimore, United States, in the North America region.
Who are Under Armour, Inc.'s main competitors?
Direct peers on record are Lululemon Athletica, ASICS, adidas, PUMA, New Balance and Nike. Broad incumbents are Skechers and Columbia Sportswear. Emerging players are Deckers Brands (HOKA) and On Holding (On Running).
Does Under Armour, Inc. have an API?
No public API is recorded for Under Armour, Inc..
What industry is Under Armour, Inc. in?
Under Armour, Inc.'s product category is Athletic Apparel, Footwear and Accessories. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAAEAB, Performance Outerwear & Technical Apparel. Its NAICS code is 31599 and its SIC code is 3949.