Quick Scoop

Under Armour officially started on September 25, 1996 , when Kevin Plank, a then-24-year-old former special teams captain of the University of Maryland football team, founded the company from his grandmother's basement in Washington, D.C. What began as a simple frustration with sweat-soaked cotton T-shirts during football practice transformed into one of the most recognizable athletic brands in the world.

The Origin Story

Kevin Plank's journey into athletic apparel began with a problem every athlete knows too well: uncomfortable, heavy cotton shirts drenched in sweat. As a football player at the University of Maryland, Plank grew tired of constantly changing his soaked undershirts during practice and games. This frustration sparked an idea that would change the sportswear industry forever.

Plank set out to create moisture-wicking sports apparel that would keep athletes cool, dry, and comfortable while they exercised. After numerous attempts and prototypes, he developed Under Armour's first T-shirt—a form- fitting garment made from stretchable, moisture-wicking fabric that was unlike anything on the market. The tighter fit also provided muscle support, giving athletes an additional performance advantage.

From Basement to Big League

To launch his clothing line, Plank maxed out his credit cards to the tune of $40,000 and set up operations in his grandmother's basement in Washington, D.C. The early days were scrappy and hands-on. Plank spent his time traveling along the East Coast with nothing but apparel in the trunk of his car, personally selling his innovative product to college teams.

His persistence paid off quickly. By the end of 1996, Plank secured his first major team sale—a $17,000 order that validated his concept. Within about a year from launch, he made another significant sale to Georgia Tech University's football team. This breakthrough opened the floodgates.

Rapid Growth and Early Success

The momentum built rapidly throughout 1997. By the end of that year, over 7,500 Under Armour products had been sold. That same year, twelve college football teams and ten National Football League (NFL) teams began wearing Under Armour garments, giving the brand crucial visibility and credibility. Plank had $100,000 in orders to fill and found a factory in Ohio to manufacture the shirts.

The rapid growth necessitated a move. From his grandmother's rowhouse, Plank relocated the company to Baltimore, Maryland, where Under Armour's corporate headquarters remains today. The Baltimore location became the hub for developing the brand's famous gear lines, including HeatGear, ColdGear, and AllSeasonGear.

Breaking Into the Mainstream

Under Armour's big mainstream moment came in 1999 when the company landed a contract to outfit actor Jamie Foxx and other stars in the hit football drama "Any Given Sunday". This Hollywood exposure introduced the brand to millions of consumers beyond the athletic world and helped establish Under Armour as more than just functional sportswear—it became culturally relevant.

As interest from professional sports teams continued to grow, Plank's startup secured deals with NFL teams and eventually became the official apparel supplier of the NHL. With sales climbing steadily, Under Armour went public in 2005 and began diversifying its product line. The company expanded into footwear in 2006 and opened its first full-line retail location at the Westfield Annapolis mall in Annapolis, Maryland in late 2007.

Building an Athletic Empire

By 2010, Under Armour achieved a significant financial milestone by surpassing $1 billion in revenue. The company continued its upward trajectory, reaching $5.8 billion in sales by 2022. As of 2023, Under Armour's brand valuation stood at approximately $3.5 billion.

The brand expanded its retail presence aggressively, opening several specialty stores and factory outlet locations across Canada, China, and 39 U.S. states. Notable openings included the first Brand House in Baltimore in 2013 and a second Brand House in Tyson's Corner, Virginia. Headquartered in Baltimore, Maryland, Under Armour now employs over 17,500 people and operates more than 160 retail outlets worldwide.

A Name Born From Mishearing

An interesting piece of Under Armour trivia: Kevin Plank originally wanted to call the company "Body Armor," but his words were misinterpreted during discussions as "Under Armor," and the name stuck. Plank then decided to use the British spelling of "armour" because it was the only way he could secure the name in the company's toll-free telephone number.

TL;DR

Under Armour was founded on September 25, 1996, by Kevin Plank, who started the company from his grandmother's basement with $40,000 in maxed-out credit cards. What began as a solution to sweat-soaked football shirts grew into a billion-dollar brand within 14 years, thanks to innovative moisture-wicking technology, strategic team partnerships, and a Hollywood breakthrough in "Any Given Sunday." Today, the brand operates globally with over 17,500 employees and a valuation of approximately $3.5 billion. Information gathered from public forums or data available on the internet and portrayed here.