OUR 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 TO 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.
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