Under Armour – The Sportswear Brand 

Under Armour

Under Armor, the well-known sportswear brand was founded in the year 1966 by a former University football player of Maryland, Kevin Plank. Under Armour is now well known for its advanced sportswear brand and the original innovator of performance apparel. This brand mainly focuses on the market which can fulfill the general athletic community or individuals with a more active lifestyle. Under Armour is totally different from other competitors because they offer a more flamboyant approach to supplying athletic apparel to all the men and women athletes throughout the world. They are a unique brand from the top competitors in the line because they have high-performance athletic clothing that absorbs moisture and have special anti-odor technology which takes all the odor away from the athlete’s body to enhance their performance in hot or cold conditions. 

The main mission of the brand, Under Armour’s, is to make all athletes better through their passion, design, and relentless pursuit of innovation. This brand progressed a lot. But do you know where it started? It all started with an idea to make a superior T-shirt by knitting Fabric. The technology behind Under Armour’s diverse product assortment for men, women, and youth is very complex, but the motive and the benefits were too simple: you can wear HeatGear when it’s hot, and you can switch to ColdGear when it’s cold it also has AllSeasonGear between the extremes. Probably you have missed a lot if you haven’t tried these items from a world-known renowned brand, Under Armour being an athlete. 

UNDER ARMOUR women shorts
Image Source: Al Azimah for Technology


Under Armour seems to be found everywhere nowadays. You must have seen these in movies worn by celebrities, by athletes. This brand is now a worldwide renowned brand that has more than 7,800+ employees. So do you know where this American sports company started its journey? You will, believe it or not, the brand’s global headquarters is now in Baltimore, Maryland, but it all began from his grandmother’s basement in Washington, D.C. 

A young football captain from the University of Maryland noticed that his jersey tee shirts were completely soaked with wear after practices, but the compression shorts stayed dry and never got wet. This inspired the founder and the brand owner of Under armor, Kevin Plank to make moisture-wicking synthetic fabric shirts. It keeps the athletes cool and dry, and they are also lightweight. It is similar to all the qualities of compression shorts. Plank created these breathable shirts in his grandma’s basement in Washington and then started traveling up and down the east coast and tried to sell them for general feedback. From his grandmother’s basement in Washington, he moved to Baltimore. After traveling through a few cities, he made his recent headquarters which is now at Tide point. 

Image Source: Houston Style Magazine

Eventually, he formed his first own team and the sale came at the end of 1996 for about $17,000. He knew he had made such an achiever winning product which is very good going in the long run and meanwhile this gave him even more motivation to keep at it. And that’s how nowadays the most favorite and most wanted sports brand, Under Armour was born. Plank perfected the design by creating a new T-shirt built from his own microfibers that wicked moisture and kept athletes cool, dry, and light while they workout. The major competing brands including Nike, Adidas, and Reebok started to use the same technique by using Plank’s footsteps with their own moisture-wicking apparel. Plank took the name of his brand from a British word called “armor” as it equally fit for a sportswear brand name.

This sportswear and casual apparel brand was the first company to develop a moisture-wicking technology in athletic tees. Since 1996, when the band stretched to earn positive feedback, the sportswear company has continued to expand from Washington to every part of the world. After Under Armour began offering footwear in 2006. The UA brand experienced rapid growth after 1999 because it was featured in Warner Brothers films, like Any Given Sunday and The Replacements. The brand is currently sponsoring the NFL Combine and the University of Notre Dame. Along with these, they provide uniforms and athletic equipment for the school, which has a 10-year deal with Under Armour. Starting from base layers, tee shirts, sunglasses, work boots, athletic shoes, and back to compression shorts, this sportswear brand is in the heart of every sportsman. The moisture transport technology is Under Armour’s significant and attractive feature along with that 4-way stretch fabrics, anti-odor technology, UPF 30+ qualities, and flatlock seams are some of the other special features seen in men’s and women’s sportswear. It is breathable, stretchy, and versatile. As we all know Kevin Plank was a football player but he didn’t create it only for football players but for all kinds of athletes and workers all over the world.



Capris and shorts

women shorts
Image Source: Well+Good

Capris are short leggings kind of bottoms, for rough use and workwear sessions. All new under armor capris and shorts are very famous among sportswomen as well as for daily uses. Being a sportswear brand, under armor doesn’t compromise with its brand quality and is also available at affordable prices. The famous capris and shorts will make your workout sessions more enjoyable. Under Armour Women’s HeatGear High Waisted Pocketed Capri is made with super-light heat gear fabric which delivers superior coverage without weighing you down. These materials wick sweat and dry really fast. These capris are very comfortable for workout sessions as we sweat continuously during the workout sessions. The pants have stretch construction which helps us to be better in every direction. The bottoms have unique features like anti-odor technology, a superlative innovation that helps prevent odor and smell. The ergonomic flatlock seams deliver a comfortable, chafe-free fit to all the body sizes and stick with the body eventually.

You can pair it up with a sports bra or sports tees along with a pair of running shoes to make yourself ready for your workout, gym, and yoga sessions. Apart from the capris, shorts are also available on the brand page and have also gained quite an awesome review from the customer. Shorts are very body-friendly during summer and hot weather. Under Armour Women’s Play Up Short is one of the finest examples of how women like the short for their workout sessions. The soft, lightweight materials deliver superior comfort & breathability. This material wicks up the sweat and dries quickly so that the pants don’t stick on the body. Anti-pill or anti-pick makes the pants extremely durable. Anti-odor technology helps prevent odor and body smell. The pants have an elastic waistband so that it doesn’t slip away from the waist. You can wear it with a sports bra and loose tees.



There is nothing new that leggings are the best-fitted pants for every occasion, but they can still come with their downsides if it is not worn properly. In the same way, it is also very disturbing if you’ve paired the leggings which don’t fit along with them. It can be one of the most annoying issues when you cannot pair the pants with a proper outfit. If you are a fitness freak you must have come to know that the brand, Under Armour, has made a waistband technique to solve the problem. The waistband is made of two layers of fabric  One on the insides of both layers along with the silicone printed strips onto the fabric. These two are joined together. The silicone strips provide grip to the waist so that the waistband stays in place and doesn’t fall off during workouts. All the fitness workers are very fond of under-armor leggings. Leggings are a kind of asset for all sports brands. You have surely seen the brand name, under armor in the waist of many sportswomen.

These brands made lightweight and sweat-free leggings that make the athlete fall in love with them. Under armor heat gear leggings is locked-in UA Compression fit style which makes you feel more powerful and comfortable during workouts and gyms. Super-light heat gear fabric delivers superior weight coverage. Material with which it is made soaks the sweat & dries really fast. The special 4-way stretch construction helps to move better in every direction. The anti-odor technology helps to prevent odor and smell. It will completely stick to your body size and the light materials make you feel free to stretch. Under Armour Women’s HeatGear Leggings with Crop Print ankle are available in Black (003) and Metallic Silver,  from small to extra large size. Super-light heat gear fabric provides full coverage without weighing you down. The material wicks sweat & dry really fast. The pants have 4-way stretch construction which helps to move better in every direction. Anti-odor technology prevents the growth of odor-causing microbes and foul smells. The ergonomic flatlock seams deliver a comfortable, chafe-free fit to all the body sizes and help while running and jumping.

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women Underwear
Image Source: Business – Insider

To wear or not to wear underwear is one of the common questions fit ladies have during their exercise. But you must remember your health and hygiene when it comes to your underwear. There are many panels of experts who offer panty-related advice for ladies who lunge and crunch, bike, hike, run, and swim or athletes. Under Armour is a brand that makes women’s underwear with safe materials for which you won’t feel left out or irritated during your session. Under Armour Women’s Ua Pure stretch gives full back coverage. The super-soft stretch fabric delivers excellent all-day comfort and hygiene. It comes with Laser-cut edges which offer a hem-free construction for a smoother, more flattering feel at the back when it is worn under leggings or pants. It is lightweight and comes with a 4-way stretch fabrication improves range of motion & maintains the shape of the back. Anti-microbial technology keeps you fresher for longer times. It can be worn during running, jumping, doing squats, and other exercises.

Another Under Armour Women’s Hipster Printed Underwear comes in mineral Blue or Black color. The brand provides super-soft stretch fabric that delivers the underwear with all-day comfort for any activity you do wearing it. The laser-cut edges offer a hem-free construction for a smoother, more flattering silhouette. The 4-way stretch construction moves better in every direction while you do the exercises. Along with this, the anti-odor technology is a superlative innovation that helps prevent odor and smell.



Image Source: Under Armour

Jackets are always attractive and most wanted winter wear because of their statement on style. Under Armour, the well-known sports brand launched the Jackets which can be used both as winter wear as well as for doing exercise during the winters. Under Armour Women’s ColdGear Reactor is an intelligent jacket that has insulation adaption to any activity for non-stop comfort. Total versatility, along with lofty insulation with a unique quilting pattern that helps to trap heat, but still allows air to flow so that you don’t overheat. The brand special, UA Storm technology repels water without sacrificing breathability, smoothness.

The ripstop woven fabric is lightweight & extremely durable during cold days. You can pair these up with jeans and leggings for a gorgeous look. The generous funnel neck collar with an adjustable drawcord helps to keep you warm from up to the bottom. Under Armour women’s Armour Insulated Jacket is also having  UA storm technology which repels water. Strategic synthetic insulation with 180g body weight and 140g sleeve weight gives extra warmth whenever needed. The insulation is lightweight and water-resistant which is also breathable & can be compressed without losing warmth. The cold gear infrared technology uses a soft, thermo-conductive inner coating to absorb and retain the body heat while you are working. The lightweight woven fabric delivers superior comfort & durability.

Jackets 1

Image Source: Econsultancy


Vests are the new form of style for every woman, especially women athletes. It can gear up your style without compromising your workout sessions. Under Armour Women’s down Vests have UA Storm technology which repels water without sacrificing breathability. The Lightweight woven fabric delivers superior comfort and durability. It comes with a 3-piece hood with bungee adjustment to it along with the drop hem shoulder attached to it. Another unique from the brand is Under Armour Women’s 3g Reactor Vest which also has UA Storm technology, ColdGear Reactor which is intelligent insulation that adapts to your activity level for the right breathability & warmth while you are doing your work. The lightweight, low-profile insulation is embedded between two layers of performance fabric for the ultimate mix of warmth & breathability. The woven fabric delivers superior comfort and durability along with side stretch panels for extra mobility.

Sports Bra 

Sports Bra
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One of the favorite outdoor workouts for all the women in the fall of weather is undoubtedly hiking. The adventure in sport can mellow or intense as you crave for it. If searching an actual list to gear up with the proper attire so you can feel comfortable and supported here is the brand that designed sports bras specifically for our athletes and fitness freaks. The sports bras from Under Armour provide all the support and fit in the body when hitting the path ahead. Do you face difficulty in searching for the perfect and great sports bra which offers the right support on your runs? Just go once with this brand. Many women mistakenly think that they don’t need any extra support for the breast during workouts, running. They are active. But if you have a small – or large bosom, a sports bra is very important to make you feel good.  Without a sports bra, you can often feel uncomfortable and left out. At the same time, a lot of movement or jerking can cause the connecting tissue to loosen which eventually can lead to sagging breasts or breast cancer.

Under Armour Womens Mid Keyhole Sports Bra
Image Source: Remix Magazine

That is why it is super important that you invest some of your money in some great sports bra that can offer the right amount of support when it’s time to run or being active in other ways. And we can assure you this brand will never let your expectations go down. Under Armour Women’s Mid Keyhole Sports Bra is specifically made to use during workouts. The bra is available for A, B, and C Cups. This sports bra is made from 87% Polyester and 13% Elastane which is best suited for A to C cups.

The UA Compression sports bra delivers support and reduces it to medium-impact to the breast during a workout, cardio activities like yoga, cycling & biking. The bra is made with classic pullover style with racer back, designed with enhanced range of motion & added with some keyhole design for extra cooling effect and ventilation during exercise or casual activities. The super-soft jacquard elastic band delivers a quick fit for all-day comfort. HeatGear Sweat Wicking is a unique feature of the brand which delivers a superior next-to-skin feel. The material soaks all the sweat and dries really fast. The 4-way stretch construction system helps to move better in every direction while exercising. It also helps in double-lined for coverage and has no padding.



Behind all the sportswear, the brand is now also making graphic tees, hoodies, and sweatshirts, polo shirts, etc. The customers are never unsatisfied with the brand products. So here the brand also launched the item for all their female fans. We all are very fond of hoodies and tees as it creates a unique sense of style. Under Armour Women’s Featherweight Fleece is extremely lightweight and woven with super soft terry materials which are long-lasting for comfort and durability. The material wicks sweat and dry really fast depending on how the body sweat.

The contrast sewn in overlay gives the hoodie a layered look without the extra bulk. Apart from the hoodie, the Under Armour polo shirt is quite famous. The textured fabric is very soft to use, lightweight and breathable. The material wicks sweat and dry very easily. The anti-odor technology prevents odor-causing microbes. The mesh inserts on the sleeve cuffs are very comfortable and breathable during workouts. It comes with elongated packets and its dropped scoop hem helps to enhance coverage to the full body. Under Armour Women’s Freedom Logo T-Shirt is made with 60% Cotton and 40% Polyester which comes with a round neck and super-soft, cotton-blended fabric which provides all-day comfort. The material wicks sweat and dry really fast and can have a ribbed collar.

Recent Updates

In October 2019, Kevin Plank announced that he would be stepping down by the year 2020, and the brand COO, Patrik Frisk would succeed him to be the CEO in January 2020. In July 2020, the company received Wells Notices from the U.S from the securities and exchange commission. The notices result from companies accounting revelations from the years 2015 to 2016 and the “pull-forward” sales for the same period. In the same month, the company reported a revenue decline of 41% in 2020 or $707.6 million to their total income. As a result of the COVID-19 pandemic, Under Armour had to close its stores and showrooms earlier that same year. Despite all the revenue and decline in the sales, it still reached better analytic predictions, which had previously estimated profits of $541 million in sales for Q2. 


After reviewing all the categories from the women’s section, we can see that the companies are doing extremely well in the industry of sportswear. As of right now, Under Armour is one of the more established brands with a wider customer base worldwide. It has more market share than any other competitive brand which leads to more customers and in the end more profits. Under Armour started to expand globally, so that in the future they might catch up with all the big brands which are ruling right now.

Even so, it is an extremely tough task to reach such a position. Under Armour has a very bright future if it keeps going on the path that they are following.  They make very innovative products that are very attractive and capture the eyes of the consumers. However, Under Armour needs to keep trying to expand globally more and expand its showroom. They need to try and continue to expand their target market to include more products for women. If Under Armour can accomplish these two goals, the competition in the athletic shoe industry will greatly intensify and the brand can reach the global top. Although Under Armour Representatives are holding conferences, releasing future advertising through television, not much has been announced about the products of the company. If you still haven’t tried this brand, try once to see how the Washington boy became the brand owner of one of the world’s largest selling sportswear, Under Armour. 

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