Under Armour, Inc.
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- Under Armour, Inc. is a global innovator, marketer, and distributor of performance-driven athletic apparel, footwear, and accessories for men, women, and youth. The company’s extensive product selection includes specialized activewear like its signature HeatGear for warm conditions and ColdGear for cooler climates, along with a broad range of footwear for activities such as running, training, and basketball. Additionally, they offer various accessories, from headwear and gloves to bags. Under Armour primarily generates revenue through a dual distribution model: wholesale partnerships with national and independent retailers, and direct-to-consumer sales via its e-commerce platforms and a network of over 445 owned Brand and Factory House stores worldwide. The brand serves a target market of performance-focused individuals, including professional and amateur athletes, as well as active consumers who prioritize fitness and personal achievement. This audience typically falls within the 18-35 age range, values innovation, comfort, and style, and is willing to invest in technical gear. The company operates globally, with a significant presence across North America, Europe, the Middle East, Africa, Asia-Pacific, and Latin America, and its headquarters are in Baltimore, Maryland. Recent strategic shifts include a strong focus on core brand revitalization, product innovation, and an ambitious marketing push planned for 2025. Notably, Under Armour announced in November 2025 its decision to separate the Curry Brand and expand restructuring efforts to sharpen its focus and improve profitability. The company's mission revolves around empowering athletes with performance solutions designed to make them better.
Company News
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