Under Armour, Inc.

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.

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

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

• Athletic apparel
• Performance footwear
• Moisture-wicking fabric
• Sportswear accessories
• Athletic performance gear

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

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

Core 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

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• UNLESS COLLECTIVE, INC (UNLESS)coreStrategic or Co-development Partner · 1 August 2024Under 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)coreGTM or Marketing PartnerUnder 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)strategicGTM or Marketing PartnerUnder 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 SPORTScoreChannel Partner/ Reseller/ DistributorUnder 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 GCminorGTM or Marketing PartnerUnder 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)strategicGTM or Marketing PartnerUnder 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 UniversityminorOthersUnder 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)minorOthersDuring 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

Direct 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

• Xx.com/UnderArmour
• YouTubeyoutube.com/user/underarmour
• Facebookfacebook.com/UnderArmour
• Instagraminstagram.com/underarmour
• LinkedInlinkedin.com/company/under-armour

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Under Armour, Inc.