It all started in 1996 when former Maryland football player Kevin Plank got tired of his heavy, loose-fitting sweat-drenched football gear. It was then, that he recognized a need for sports-tailored apparel and decided to start a company that would revolutionize the industry. His goal was to create comfortable clothes that would keep athletes cool during physical activities while also optimizing movement and reducing moisture and tightness.
With $20k of his own personal savings and $40k of credit card debt Kevin started Under Armour from the basement of his grandmother’s Washington D.C. home. It was here that Plank would take his first step on a journey that would one day lead him to head one of the most successful sports clothing brands in the world.
Under Armour is 23 years old, and although that might seem like a long time, compared to other brands like Nike, which is closing on 60, and Adidas that’s going on 70, Under Armour has come a long way for a relatively new kid on the block. How UA grew so fast can be attributed to a number of things, those being their knack for identifying trends, passion for sports apparel, technological innovation, strategic marketing, promotional savvy and relationship-building skills.
A Blow by Blow!
On all the moments that made Under Armour what it is today.
The 90’s 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. Under Armour’s first product did $17,000 in sales which is a stark contrast to their now estimated $5B in annual sales.
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. Then there’s 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 D.C. 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 products 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. This was one of the well-thought-out marketing moves that launched the Under Armour brand into the public space, rapidly increasing its brand awareness and the consumer’s interest.
[https://magarticles.magzter.com/articles/16528/363036/5d44edc74c5ec/1564797682_loc.jpg]
2000 – 2009
2000 | ESPN THE MAGAZINE Eager to capitalize on the instant fame from Any Given Sunday, the Under Armour team volunteered to forgo their paychecks so that the start-up could buy its first print ad, a half-page in ESPN the Magazine. The move paid off, generating awareness for the Under Armour brand and a $750,000 increase in sales.
2001 | MAJOR LEAGUES Enter the new millennium and 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, ensuring further growth and media attention.
2002 | THE ARMOUR UNDERNEATH Under Armour launched its first line of performance underwear. Made to stretch, recover, stay put, wick sweat, and breathe, it promised athletes they’d never want to wear regular underwear ever again.
2003 | PROTECT THIS HOUSE Under Armour’s first national television advert, the now-legendary Protect this House® commercial, featured former University of Maryland football standout Eric “Big E” Ogbogu. The ad established Under Armour as the authentic voice for the next generation and introduced the concept of “WILL,” a theme that remains an undeniable part of the brand’s DNA till this day.
2004 | BACK TO BASICS Eight years after its launch, Under Armour became the official outfitter of University of Maryland athletics, where the idea for the brand was born.
2005 | GOING PUBLIC On November 18, 2005, Under Armour went public, trading at NASDAQ under “UARM” and became the first U.S.-based initial public offering in five years to double on its first day of trading.
2006 | CLICK CLACK Under Armour made the leap into footwear with the introduction of its first line of football cleats. The brand captured a 23 percent share of the market in its first year and became the official footwear supplier to the NFL .
2007 | BRAND HOUSE Under Armour’s first Brand House retail store opened in Annapolis, Maryland.
2009 | ATHLETES RUN Under Armour made its first strides into the running category with the launch of its performance footwear line.
[https://magarticles.magzter.com/articles/16528/363036/5d44edc74c5ec/1564798343_loc.jpg]
2010 – 2019
2010 | BILLION DOLLAR BRAND
By nearly quadrupling its revenues in a five-year period, Under Armour surpassed $1 billion in annual revenue just 15 years after the company’s founding in grandma’s basement. Kevin Plank marked the occasion by signing the box that made the milestone.
2011 | CHARGED COTTON®
After years of waging war on cotton, Under Armour further cemented its reputation for relentless innovation by developing Charged Cotton®, a fabric that dries faster than regular cotton, but feels just as soft and comfortable.
2012 | ARMOUR BRA®
The sports bra was reinvented. Under Armour talked with everyday athletes and tested hundreds of prototypes to develop the perfect performance fit for its revolutionary Armour Bra™. D...
With $20k of his own personal savings and $40k of credit card debt Kevin started Under Armour from the basement of his grandmother’s Washington D.C. home. It was here that Plank would take his first step on a journey that would one day lead him to head one of the most successful sports clothing brands in the world.
Under Armour is 23 years old, and although that might seem like a long time, compared to other brands like Nike, which is closing on 60, and Adidas that’s going on 70, Under Armour has come a long way for a relatively new kid on the block. How UA grew so fast can be attributed to a number of things, those being their knack for identifying trends, passion for sports apparel, technological innovation, strategic marketing, promotional savvy and relationship-building skills.
A Blow by Blow!
On all the moments that made Under Armour what it is today.
The 90’s 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. Under Armour’s first product did $17,000 in sales which is a stark contrast to their now estimated $5B in annual sales.
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. Then there’s 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 D.C. 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 products 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. This was one of the well-thought-out marketing moves that launched the Under Armour brand into the public space, rapidly increasing its brand awareness and the consumer’s interest.
[https://magarticles.magzter.com/articles/16528/363036/5d44edc74c5ec/1564797682_loc.jpg]
2000 – 2009
2000 | ESPN THE MAGAZINE Eager to capitalize on the instant fame from Any Given Sunday, the Under Armour team volunteered to forgo their paychecks so that the start-up could buy its first print ad, a half-page in ESPN the Magazine. The move paid off, generating awareness for the Under Armour brand and a $750,000 increase in sales.
2001 | MAJOR LEAGUES Enter the new millennium and 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, ensuring further growth and media attention.
2002 | THE ARMOUR UNDERNEATH Under Armour launched its first line of performance underwear. Made to stretch, recover, stay put, wick sweat, and breathe, it promised athletes they’d never want to wear regular underwear ever again.
2003 | PROTECT THIS HOUSE Under Armour’s first national television advert, the now-legendary Protect this House® commercial, featured former University of Maryland football standout Eric “Big E” Ogbogu. The ad established Under Armour as the authentic voice for the next generation and introduced the concept of “WILL,” a theme that remains an undeniable part of the brand’s DNA till this day.
2004 | BACK TO BASICS Eight years after its launch, Under Armour became the official outfitter of University of Maryland athletics, where the idea for the brand was born.
2005 | GOING PUBLIC On November 18, 2005, Under Armour went public, trading at NASDAQ under “UARM” and became the first U.S.-based initial public offering in five years to double on its first day of trading.
2006 | CLICK CLACK Under Armour made the leap into footwear with the introduction of its first line of football cleats. The brand captured a 23 percent share of the market in its first year and became the official footwear supplier to the NFL .
2007 | BRAND HOUSE Under Armour’s first Brand House retail store opened in Annapolis, Maryland.
2009 | ATHLETES RUN Under Armour made its first strides into the running category with the launch of its performance footwear line.
[https://magarticles.magzter.com/articles/16528/363036/5d44edc74c5ec/1564798343_loc.jpg]
2010 – 2019
2010 | BILLION DOLLAR BRAND
By nearly quadrupling its revenues in a five-year period, Under Armour surpassed $1 billion in annual revenue just 15 years after the company’s founding in grandma’s basement. Kevin Plank marked the occasion by signing the box that made the milestone.
2011 | CHARGED COTTON®
After years of waging war on cotton, Under Armour further cemented its reputation for relentless innovation by developing Charged Cotton®, a fabric that dries faster than regular cotton, but feels just as soft and comfortable.
2012 | ARMOUR BRA®
The sports bra was reinvented. Under Armour talked with everyday athletes and tested hundreds of prototypes to develop the perfect performance fit for its revolutionary Armour Bra™. D...
You're reading a preview of
FHM South Africa (Digital) - 1 Issue, August 2019