Rise Of The Underdog

Over two decades Under Armour hasn’t been sweating the small stuff having experienced enormous growth and demand for its revolutionary products catapulting the brand into worldwide recognition.

It all started in 1996 when former Maryland football player Kevin Plank got tired of his heavy, loose-fitting sweat-drenched football gear. It was then, that he recognized a need for sports-tailored apparel and decided to start a company that would revolutionize the industry. His goal was to create comfortable clothes that would keep athletes cool during physical activities while also optimizing movement and reducing moisture and tightness.

With $20k of his own personal savings and $40k of credit card debt Kevin started Under Armour from the basement of his grandmother’s Washington D.C. home. It was here that Plank would take his first step on a journey that would one day lead him to head one of the most successful sports clothing brands in the world.

Under Armour is 23 years old, and although that might seem like a long time, compared to other brands like Nike, which is closing on 60, and Adidas that’s going on 70, Under Armour has come a long way for a relatively new kid on the block. How UA grew so fast can be attributed to a number of things, those being their knack for identifying trends, passion for sports apparel, technological innovation, strategic marketing, promotional savvy and relationship-building skills.

A Blow by Blow!

On all the moments that made Under Armour what it is today.

The 90’s 1996 | PROTOTYPE #0037 - “THE SHORTY”

The shirt that started it all. It was soft. It was skin-tight. It was stretchy. And, most importantly, it wicked sweat faster than anything else out there, keeping athletes cool, dry and light. Under Armour’s first product did $17,000 in sales which is a stark contrast to their now estimated $5B in annual sales.

1997 | HEATGEAR® FOR WHEN IT’S HOT & COLDGEAR® FOR WHEN IT’S COLD