OUR BRAND STORY

From product launches and ground-breaking campaigns to key partnerships and big bets
that propelled the Brand forward, these are the moments that made us who we are.

1996

PROTOTYPE #0037 - “THE SHORTY”

The shirt that started it all. It was soft. It was skin-tight. It was stretchy. And, most importantly,
it wicked sweat faster than anything else out there, keeping athletes cool, dry and light.

1997

HEATGEAR® FOR WHEN IT'S HOT & COLDGEAR® FOR WHEN IT'S COLD

After delivering on the keep-you-cool promise of HeatGear® with the first T-shirt, Under Armour introduced its now-famous ColdGear® fabric,
which keeps athletes warm, dry, and light in cold conditions, and then AllSeasonGear®, which keeps athletes comfortable between the extremes.

1998

THE MOVE FROM BALTIMORE

Under Armour moved operations from a rowhouse in the Georgetown neighborhood of Washington, DC, which belonged to
Kevin’s grandmother, to an all-new headquarters and warehouse in Baltimore, MD, the city it has called home ever since.

1999

THE BIG BREAK

Under Armour signed on to supply product for the Oliver Stone film Any Given Sunday starring Al Pacino and Jamie Foxx. In key
scenes of the film, the football team wore Under Armour apparel and accessories and athletes everywhere took notice.

2000

ESPN THE MAGAZINE

Eager to capitalize off of the heat from Any Given Sunday,
the Under Armour team volunteered to forgo
their paychecks so the Brand could buy its first print
ad, a half-page in ESPN the Magazine. The move paid
off, generating awareness for the Brand and
a $750,000 increase in sales.

2001

MAJOR LEAGUES

Under Armour became the official supplier of the
National Hockey League, and inked licensing
deals with Major League Baseball and USA
Baseball, along with key retail partners.

2002

THE ARMOUR

UNDERNEATH

Under Armour launched its first line of performance
underwear. Made to stretch, recover, stay put, wick
sweat, and breathe, it promised athletes they’d
never want to wear regular underwear again.

Under Armour’s first national television ad, the now-legendary Protect this House® commercial, featured former University
of Maryland football standout Eric "Big E" Ogbogu. The ad established Under Armour as the authentic voice for the next
generation, and introduced the concept of “WILL,” a theme that remains an undeniable part of the Brand’s DNA.

This new pinnacle cushioning system for Under Armour footwear is not only soft enough to absorb impact, but it also returns energy and pushes you back up so it feels like zero gravity. Under Armour, 1. Gravity, 0.

2004

GOING BACK TO OUR ROOTS

Eight years after its launch, Under Armour became the official outfitter of University of Maryland athletics, where the idea for
the Brand was born.

2005

GOING PUBLIC

On November 18, 2005, Under Armour went public, trading at NASDAQ
under “UARM” and became the first U.S.-based initial public offering in
five years to double on its first day of trading.

2007

BRAND HOUSE

Under Armour’s first Brand House retail store opened in Annapolis,
Maryland..

2008

THE NEW PROTOTYPE

Under Armour revealed its highly anticipated line of performance trainers through its first Super Bowl commercial, marking its
foothold in the athletic footwear market.

2009

ATHLETES RUN

The Brand made its first strides into the
running category with the launch of its
performance footwear line.

2011

CHARGED COTTON®

After years of waging war on cotton,
Under Armour further cemented its
reputation for relentless innovation by
developing Charged Cotton®, a fabric that
dries faster than regular cotton, but feels
just as soft and comfortable.

2012

ARMOUR COTTON®

The sports bra, reinvented. Under Armour
talked with everyday athletes and tested
hundreds of prototypes to develop the perfect
performance fit for its
revolutionary Armour Bra™. Designed by
women for women, UA took the innovative
approach of uniquely constructing each
specific cup size to deliver unmatched,
made-for-you comfort and support.
Finally, a bra built to fit athletes perfectly.

2013

COLDGEAR® INFRARED

As part of the Brand’s relentless pursuit
of innovation, Under Armour introduced its
best insulation system yet with ColdGear®
Infrared. A soft, thermo-conductive lining
absorbs and retains body heat, so
athletes stay warmer longer…with no extra
weight or bulk.

2014

SPEEDFORM APPOLLO

Under Armour is a footwear brand and the introduction of the Speedform Apollo confirmed it. It was the first running shoe ever
made in an apparel factory and was designed for speed with zero distractions. As the tagline said, “This is what fast feels like.”

2015

CONNECTED FITNESS

Through the acquisitions of fitness app companies MapMyRun,
Endomondo, and MyFitnessPal, Under Armour built the world’s largest
digital fitness and wellness community. The Brand that changed how
athletes dress now changes how they live.