- Business
- Under Armour, Inc. (Ticker: 0R2I.L) develops, markets, and distributes branded performance apparel, footwear, and accessories for men, women, youth, and babies worldwide; its core products include moisture-wicking compression shirts and base layers such as HeatGear and ColdGear, athletic shoes for running (Velociti Elite series), basketball (Curry Brand line including Curry 12), training, and cleated sports, as well as hoodies, pants, leggings, shorts, athletic bras, team sports uniforms for American football, basketball, soccer, bags, gloves, hats, protective gear, and innovative items like the No Weigh backpack with auxetic suspension straps and regenerative sneakers developed with UNLESS; the company operates through segments including North America, EMEA, Asia-Pacific, Latin America, and Connected Fitness digital subscriptions via apps like MapMyFitness and MyFitnessPal. Founded in 1996 by Kevin Plank and headquartered in Baltimore, Maryland, with additional offices in over 40 cities including Amsterdam (European HQ), Shanghai (Greater China HQ), and Panama City (international HQ), Under Armour sells in more than 140 countries through over 445 owned brand and factory house stores, wholesale partners, e-commerce, and direct-to-consumer channels targeting athletes in training, team sports, basketball, running, golf, and sportswear categories. Recent developments include a long-term partnership with the NFL as official footwear and glove partner announced in 2025, expansion of its wholesale alliance with BSN Sports to license UA team sports uniforms starting January 2026, acquisition of sustainable fashion brand Unless Collective with founder Eric Liedtke joining as executive vice president of brand strategy, launches of UA HALO premium line, Unstoppable sportswear collection, Women's Courtside Collection, Infinite Elite running shoes, Shadow Elite football boots, and collaborations such as with JUJUTSU KAISEN anime and Mansory luxury automotive for elite cleats; the company also extended university partnerships with the University of Wisconsin-Madison for 10 years, Georgia Tech starting July 2026, and Northwestern University, signed new athletes including Stephen Curry extensions, Achraf Hakimi, Sharon Lokedi, and Unrivaled women's basketball league as exclusive uniform partner, moved to a new global headquarters near Baltimore, and reported fiscal 2025 results with gross margin improvements from reduced discounting amid a strategic focus on category management, innovation, and premium go-to-market execution.