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Volume 22 No. 35
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20 key moments in Under Armour's history

1996

An early prototype.
Photo by: Under Armour

Founder Kevin Plank creates a moisture-wicking compression T-shirt and launches the company from his grandmother’s basement. The first product sold goes to the Georgia Tech football program, soon followed by the Atlanta Falcons.

1998
The company signs its first league-level deal, becoming an official supplier to NFL Europe.

1999
Apparel deals for Warner Bros. movies "Any Given Sunday" and "The Replacements" give the company great exposure. In future years, Under Armour product would be seen in ESPN's "Playmakers" drama series and NBC's "Friday Night Lights."

2001

Deals struck with the NHL, MLB and USA Baseball make Under Armour an official supplier for the organizations.

2003

One the company’s most successful ad campaigns, “Protect This House,” debuts.

2003
UA Women launches, Under Armour’s first women’s line of clothing.

2005
Under Armour debuts on the Nasdaq. First day shares close at $25.30, up 95 percent from the $13 IPO.

2005
Under Armour Golf launches.

2006


Under Armour debuts its first football cleat, supported by the “Click-Clack” ad campaign.

2006
Under Armour signs a six-year, $60 million deal to become an official footwear supplier of the NFL.

2007

The company’s first full-line retail store opens at the Westfield Mall in Annapolis, Md.

2008
The company’s first prime-time commercial is placed in the year’s most-watched television program — the Super Bowl. The 60-second spot follows the release of Under Armour’s new training footwear line.

2009

Under Armour introduces its first line of running shoes.

2010

Revenue reaches $1 billion for the first time.

2010
The Micro G basketball shoe line launches, timed with the start of the 2010-11 NBA season.

2011

Tottenham Hotspur announces a five-year kit supply agreement beginning with the 2012-13 season, Under Armour’s first with an English Premier League club.

2013

Photos by: Getty Images

Jordan Spieth and Stephen Curry join Team UA.

2014

Under Armour tops $3 billion in annual sales and overtakes Adidas in combined apparel and footwear sales to become the second biggest sports brand in the U.S.

Misty Copeland provided a dancer’s edge for a much-praised women’s campaign.
Photo by: Under Armour
2014
“I Will What I Want” women’s campaign begins, earning widespread accolades.

2016

Under Armour and UCLA sign the most lucrative deal in college sports, worth $280 million over 15 years.

Source: SportsBusiness Journal research