Under Armour is an athletic apparel and performance gear company that caters to athletes and fitness enthusiasts. With a focus on qualitative apparel, Under Armour offers a wide range of products designed to enhance athletic performance and comfort. Their product lineup includes apparel, footwear, accessories, and connected fitness solutions. Under Armour's commitment to quality and functionality has made them a trusted brand in the sports industry for both professional athletes and customers who simply need something to wear to the gym.

Founding and growth

Under Armour was founded in 1996 by Kevin Plank, a former University of Maryland football player. The company's origins trace back to Plank's idea to develop a moisture-wicking performance shirt for athletes. He created a fabric that effectively regulated sweat, providing a level of comfort and performance that he himself had wanted during his active career. From its humble beginnings in Plank's grandmother's basement, Under Armour has grown into a global athletic apparel and equipment brand competing with companies such as Nike and Adidas.

The products themselves

Under Armour offers a diverse range of products tailored to meet the needs of athletes and fitness enthusiasts. Their product lineup includes athletic apparel, such as shirts, shorts, leggings, and outerwear, designed with advanced fabric technologies for comfort and performance. They also provide footwear for various sports and training activities, along with accessories like hats, socks, bags, and gloves. Additionally, Under Armour offers connected fitness solutions, including wearable devices and apps, to help individuals track and improve their performance during and after workouts.

Getting the products to consumers

Under Armour employs various channels to sell their products to consumers. They operate a robust e-commerce platform, allowing customers to purchase directly from their official website. In addition to its e-commerce presence Under Armour distributes its products through a network of retail partners, including department stores, sporting goods retailers, online marketplaces, and specialty athletic stores. Under Armour also utilizes direct-to-consumer channels, such as company-owned stores and brand-specific outlets.