UNDER ARMOUR MAKES YOU BETTER

Founded by Kevin Plank, Under Armour introduced "THE SHORTY" in 1996, a soft and skin-tight t-shirt that wicked sweat faster than anything else out there. 

Thanks to their product placement in a successful movie in 1999, both football legends and Hollywood stars started marketing Under Armour in every theatre across the US.

Later, the brand created a movement with a campaign called “Protect this house”. Under Armour called out “will you protect this house?” The answer was loud and clear “I WILL.” Athletes around the world had a new rallying cry. The TV commercial went viral – without the internet. This campaign played a huge role in introducing Under Armour in the big league.

At this point, Under Armour had a reputation as a brand with the best under clothes for sports. Unlike other major athletic companies, they didn't jump into the sneaker business by making running shoes. Instead, the company decided to expand by selling Football cleats, a market that no one was paying attention to. This allowed them to enter the footwear industry authentically and get enough time to build a strong team.

By 2011, Under Armour used technology to create new fabrics: Charged Cotton® and STORM®. 

Charged Cotton is a unique blend of hydrophobic and hydrophilic fibers, meaning fibers that love water and fibers that hate it. The result is a game-changing fabric that absorbs sweat from your skin and then speeds it to the surface where it can evaporate faster. Way faster than ordinary cotton. As they love to say: MOTHER NATURE MADE IT. WE MADE IT BETTER. ®

And as the name of this one can help you guess, the STORM fabric has been made for rainy days, allowing you to stick to your outdoor workout schedule. The fabric is breathable, practically weightless, and keeps you dry.

Under Armour's Gear Line

Whether you're trying to stay cool or warm, Under Armour has three gear lines to protect you from every temperature. 

The Under Amour HeatGear® is their first performance fabric innovation that keeps you cool, dry, and light. It wicks the sweat from your body and draws it to the surface, speeding evaporation. 

As for the COLDGEAR®, this one is Under Armour's best insolation system. A soft, thermo-conductive lining absorbs and retains your body heat, so you stay warmer longer…with no extra weight or bulk.

What about unpredictable temperatures? Well, the Under Armour AllSeasonGear® does the impossible. It regulates your core temperature in the changing conditions of mother nature.

GET CONNECTED. GET INSPIRED. GET BETTER. 

By 2015, Under Armour evolved from the Brand that changed the way athletes dress, to the largest Connected Fitness platform in the world.

Inspired by Tom Brady's training routine, Under Armour created an advanced sleep system that helps your body recover while you rest. The key is the soft bioceramic print on the inside of the fabric that absorbs natural heat and reflects Far Infrared energy back into the skin to help the body recover faster and promote better sleep.

Is Under Armour a Footwear Company?

If there was ever any doubt leading up to this point: Under Armour is, indeed, a footwear company. They started with the world's first performance apparel for athletes and returned there to create the first running shoe ever made in an apparel factory. 

In 2018, Under Armour had one goal: attack gravity. They wouldn’t let a thing like gravity slow them down. So, Under Armour created a totally new kind of foam and wrapped it in a compression mesh Energy Web. It’s not only soft enough to absorb impact, but also returns energy and pushes you back up. They called it UA HOVR because it actually feels like zero gravity. You've never felt cushioning like this before. Under Armour, 1. Gravity, 0.

Innovation has always been and remains Under Armour's lifeblood. The brand aims to inspire you with performance solutions you never knew you needed and can’t imagine living without.