Under Armour designs and sells athletic apparel, footwear, and accessories across more than 140 countries, operating from its headquarters in Baltimore, Maryland. Founded in 1996 with a single moisture-wicking T-shirt created by Kevin Plank in his grandmother's basement, the company has grown to employ 16,000 teammates and operate over 445 brand and factory houses worldwide.
The company's technical work spans moisture-wicking fabrics, footwear cushioning technologies such as HOVR and Flow, recovery-focused products, and digital training platforms. Under Armour invests in materials innovation, including regenerative and sustainable sportswear development, while maintaining a focus on athlete-centered product design and performance enhancement.
Under Armour's stated mission is to make all athletes better. The company has committed to creating opportunities for millions of youth to engage in sports by 2030 and maintains partnerships with prominent athletes and organisations. Its values emphasise athlete focus, sustainability, equality, and community engagement alongside performance-driven innovation.
