Since appearing on the scene in the 1990s, Under Armour has changed the game in athletic wear. Here we’ll take a look at Under Armour’s history from its inception to the present day and answer the question so many have asked in the past: What is Under Armour doing with that extra “u” in armor?
When was Under Armour Founded?
Under Armor founder Kevin Plank played college football at the University of Maryland. He developed a hearty dislike for the cotton undershirts players wore under their uniforms. The cotton soaked up so much sweat the shirts weighed him down, and he often had to change shirts every quarter. There had to be an alternative to cotton.
Working from his grandmother’s basement, Plank created “Prototype #0037,” better known as “The Shorty,” in 1996. The Shorty was a skin-tight, stretchy, moisture-wicking undershirt that kept you dry no matter how much you sweated. To raise awareness of his new product, Plank spent $1,700 on 500 Shortys, which he sent as gifts to former teammates who were playing in the NFL. The undershirts were an immediate hit.
What was Under Armour’s big break?
In 1999 Under Armour was contracted to supply athletic apparel for the Oliver Stone film Any Given Sunday, starring Al Pacino and Jamie Foxx. The film introduced athletes and the public to the brand, creating significant buzz and putting Under Armour on the road to becoming a titan of the athletic apparel industry. By 2001 the company was supplying products to the National Hockey League, Major League Baseball, and USA Baseball teams.
Why spell Armour with a U?
Why “Under Armour?” For an American company, the use of the British spelling of armor seems like an odd choice. According to Plank, there’s a simple reason for the spelling choice. When choosing a toll-free vanity number for the company, Armour was the only available spelling, which makes sense, as U.S. phone numbers end with six digits.
Where is Under Armour from?
As we noted above, Under Armour began in Plank’s grandmother’s basement, which was in a row house in Georgetown in Washington, D.C. In 1998, Plank moved to a new headquarters and warehouse in Baltimore, and the company has used this location as its center of operations ever since.
When did Under Armour start selling HeatGear and ColdGear apparel?
UnderArmour released HeatGear in 1997. A proprietary fabric designed to keep athletes cool, HeatGear is used in everything from shirts to sports caps and the straps of duffle bags. Under Armour followed up HeatGear with ColdGear, designed to keep athletes warm and dry in cold climates. ColdGear is a popular feature in the company’s light softshell jackets, windproof Corporate Reactor Jackets, and even beanies. To make sure they have all seasons covered, Under Armour also created AllSeasonGear for fall and spring wear.
What is Under Armour doing today?
Today, Under Armour remains a potent force in the athletic apparel and athleisure wear industries and produces a range of athletic footwear. CEO Plank stepped down in 2019, and the COVID-19 pandemic of 2020 hurt the company’s bottom line, much like the rest of the economy.
Under Armour is currently focused on raising its profile with younger customers who may associate the brand with their parents’ tastes. Whether Under Armour can woo Gen Z like they did Gen X and the Millennials remains to be seen. Overall, Under Armour still has an excellent reputation for quality and innovation, so they’re optimistic as they adapt to the changing marketplace.
Under Armour’s advanced fabric technology and diverse product offerings still make the company an excellent choice for promotional items. In addition to t-shirts, polo shirts, sweatshirts, and jackets, the company also offers sturdy backpacks, bags, beanies, and baseball caps.