Under Armour (UA) was founded in 1996 by former University of Maryland football player Kevin Plank. Frustrated with cotton T-shirts that absorbed sweat and became heavy, Plank created the original moi...sture-wicking synthetic fabric base layer, HeatGear. This innovation revolutionized athletic apparel and established the brand's core mission: "To make all athletes better." The company rapidly expanded beyond apparel with technologies like ColdGear and by using strategic athlete endorsements, including its high-profile move into footwear.
UA diversified into performance footwear in 2006, where its key innovations include UA HOVR and UA Flow. UA HOVR is a cushioning platform designed to provide energy return and a "zero-gravity feel", while UA Flow adds a single-foam compound that eliminates the rubber outsole, resulting in a lightweight, responsive, and grippy experience, notably used in the Curry basketball line.
The brand's footwear success is heavily tied to elite athlete partnerships, most significantly with Stephen Curry (basketball) and the Curry Brand, and Dwayne "The Rock" Johnson and his Project Rock training collection.
Under Armour's current strategy, led by the returning Kevin Plank, focuses on streamlining its product assortment and elevating the brand to a more premium position. The goal is to leverage its core strength in technical performance—especially in training and running—while using its underdog identity and athlete stories to drive more effective global market penetration.
