Under Armour started with a simple plan to make a superior T-shirt. A shirt that provided compression and took perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance. Under Armour is the originator of performance apparel - sportswear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. The company has generated nearly 5.2 billion U.S. dollars in sales worldwide.
As of 2018, Under Armour employed around fifteen thousand employees and has, aside from its global headquarters in Baltimore, Maryland, offices all over the world. In the United States alone, Under Armour had 166 retail stores in operation as of 2017. Under Armour generates the majority of its revenue in the United States. In 2018, this figure stood at approximately 3.5 billion U.S. dollars. The manufacturer’s most successful product category is its apparel segment, which represented a 67 percent share of total sales, while footwear and accessories sales accounted for 20 percent and 8 percent respectively in 2018.
The success of Under Armour is attributed to its innovative use of fabric technologies, eco-friendly operations and high brand recognition, from both professional athletes and local communities. Some of Under Armour’s most talked-about celebrity endorsements come from the NFL’s Tom Brady and Olympians Michael Phelps and Lindsey Vonn. The company’s logo has become a permanent fixture of many professional sporting events, from football and boxing matches to snowboarding and gymnastics competitions. Additionally, Under Armour provides equipment for many collegiate sporting events, most notably for the University of Maryland, the alma mater of founder Kevin Plank. The sportswear company invested about 565 million U.S. dollars in marketing activities in 2017.