Under Armour designs and sells performance apparel, footwear, and accessories for athletes, alongside digital tools and experiences to support training, competition, and recovery. Founded in 1996 by Kevin Plank, who created the company's first moisture-wicking T-shirt in his grandmother's basement, the company has grown to employ 16,000 teammates across 140+ countries, operating 445+ brand and factory houses worldwide.
The company's technical work spans moisture-wicking textile innovation, footwear technology including Flow and HOVR systems, and recovery solutions such as UA Recover. Recent efforts focus on expanding digital athlete experiences and regenerative sportswear partnerships, such as work with UNLESS on sustainable materials. Under Armour operates across North America, Europe, and Asia-Pacific regions, with headquarters in Baltimore, Maryland.
The organisation frames its mission around making athletes better and solving the problem of keeping athletes cool, dry, and focused during intense activity. It has committed to creating opportunities for millions of youth to engage in sports by 2030, integrating this goal into its broader business strategy.