Under Armour

Third-largest sportswear brand globally, behind Nike and Adidas, with strong positioning in performance athletic wear and growing direct-to-consumer presence

Under Armour, Inc. is a global sports apparel and equipment company headquartered in Baltimore, Maryland. Founded in 1996 by Kevin Plank, the company built its reputation on moisture-wicking performance fabrics and has since expanded into footwear, sports accessories, and connected fitness technology. Under Armour products are sold through its own retail stores, e-commerce platforms, and a wide network of wholesale partners including major sporting goods retailers worldwide. As a major consumer brand, Under Armour is a significant advertiser and marketing force in the sports and lifestyle space. The company invests heavily in athlete sponsorships, brand partnerships, and multimedia advertising campaigns across television, digital, social media, and out-of-home channels. High-profile endorsement deals with athletes such as Stephen Curry, Dwayne Johnson, and others have been central to its brand-building strategy. Under Armour also leverages its MapMyFitness digital platform ecosystem — which includes MapMyRun and MapMyRide — to engage consumers and gather fitness data. Under Armour went public in 2005 and trades on the NYSE. The company has faced competitive pressure and market share challenges in recent years, leading to strategic restructuring efforts and a renewed focus on premium positioning and direct-to-consumer channels. Its marketing and advertising spend remains a key lever in maintaining brand relevance against dominant rivals Nike and Adidas.