September 25, 1996: Under Armour Founded
On September 25, 1996, Kevin Plank, a 24-year-old former football player, founded Under Armour from his grandmother's basement.
1996: Early Growth and First Team Sale
In 1996, Under Armour gained recognition after being featured in a USA Today photo and secured a major sale with Georgia Tech. They launched new apparel lines like ColdGear and TurfGear and achieved $17,000 in sales.
1997: Expansion and Production
By 1997, Under Armour's orders reached $100,000, prompting Plank to find a factory in Ohio for production.
1999: Breakthrough in Hollywood
In 1999, Under Armour appeared in Warner Brothers films "Any Given Sunday" and "The Replacements," boosting brand visibility. A strategic ad in ESPN The Magazine further amplified sales.
1999: Under Armour's First Foray into Product Placement
Under Armour's product placement journey began in 1999 with the sports drama "Any Given Sunday."
2003: Launch of Women's Performance Gear
Under Armour launched its Women's Performance Gear product line in 2003, expanding its market reach and catering to female athletes.
2003: Investment, First Commercial, and Women's Line Launch
Under Armour received a $12 million investment from Rosewood Capital in 2003. The company also launched its first TV commercial, emphasizing the motto "Protect this house."
2004: Majestic Became MLB's Uniform Provider
Majestic became MLB's uniform provider in 2004.
2004: Under Armour Featured in "Friday Night Lights"
Under Armour's products were featured in the 2004 film "Friday Night Lights," further expanding their presence in Hollywood.
November 2005: Under Armour Goes Public
In November 2005, Under Armour went public on the NASDAQ, raising $153 million.
2007: First Retail Store Opens
Under Armour opened its first full-line retail store in Annapolis, Maryland, in late 2007.
2008: Study Suggests Increased Burn Risk with Under Armour Material
A 2008 study by the US Forest Service indicated that Under Armour's material might pose a higher burn injury risk compared to other undergarment materials.
April 29, 2009: Under Armour Recalls Athletic Cups Due to Safety Concerns
The CPSC announced a voluntary recall of all Under Armour athletic cups on April 29, 2009, due to the risk of breakage and potential injury.
2009: Partnership with Ripken Baseball
In 2009, Under Armour partnered with Cal Ripken Jr.'s Ripken Baseball, supplying uniforms for minor and youth leagues.
2009: Under Armour Appears in "The Blind Side"
Under Armour's brand appeared in the 2009 film "The Blind Side."
2010: Start of Consistent Revenue Growth
Under Armour's revenue grew consistently by 30% from 2010 to 2014, demonstrating its expanding market presence and successful product strategies.
November 3, 2011: Under Armour Recalls Defender Chin Straps Over Laceration Risk
On November 3, 2011, the CPSC issued a voluntary recall of Under Armour Defender chin straps due to a laceration hazard posed by the metal snap.
2011: Under Armour's Footwear Sees Significant Growth
From 2011 to 2012, Under Armour's shoe sales surged by 31%, reaching $239 million.
October 2012: Under Armour Creates "The Wounded Warrior" Project
In October 2012, Under Armour launched "The Wounded Warrior" project, designing special football uniforms.
October 27, 2012: Under Armour's "The Wounded Warrior" Project Debuts at Boston College vs. Maryland Game
On October 27, 2012, Boston College and Maryland players wore the star-studded cleats and American-striped jerseys from Under Armour's "The Wounded Warrior" project for their football game.
November 24, 2012: Under Armour's "The Wounded Warrior" Project Featured at Hawaii vs. UNLV Game
On November 24, 2012, The University of Hawaii and UNLV showcased Under Armour's "The Wounded Warrior" project through special football uniforms.
2012: Under Armour Releases Scent Control Technology
In 2012, Under Armour introduced "Under Armour Scent Control," designed to make the wearer's scent undetectable.
2012: Under Armour Featured in "The Dark Knight Rises"
Under Armour's products were included in the 2012 superhero film "The Dark Knight Rises."
2012: Under Armour Sponsors Baseball Factory's Premium Video Program
Under Armour sponsored the Baseball Factory's "Premium Video Program" in 2012, supporting youth athlete development.
2012: Under Armour's Footwear Sales Reach $239 Million
By 2012, shoes became Under Armour's fastest-growing product line, with sales hitting $239 million.
November 2013: Acquisition of MapMyFitness
Under Armour acquired the digital app maker MapMyFitness for $150 million in November 2013.
2013: Under Armour Releases Infrared ColdGear
In 2013, Under Armour added to their ColdGear line with Infrared, designed to dissipate and re-circulate heat around the wearer's body using ceramic powder, purportedly to avoid heat signatures.
2013: Flagship Brand House in Baltimore
In 2013, Under Armour opened its first Brand House in Baltimore.
2013: Stephen Curry Joins Under Armour
Stephen Curry made a significant move in 2013 by leaving Nike and signing with Under Armour.
2013: Significant Growth in Profit and Share Price
Under Armour experienced over 30% operating profit growth in 2014, building on its 2013 momentum. The company's share price surged by 62.5% that year.
2013: Under Armour Signs Endorsement Deal with Golfer Jordan Spieth
Under Armour secured an endorsement deal with PGA Tour player Jordan Spieth in 2013.
2013: Under Armour in "Lone Survivor"
Under Armour's brand was featured in the 2013 film "Lone Survivor."
January 21, 2014: Historic Partnership with Notre Dame
On January 21, 2014, Under Armour secured a 10-year deal with the University of Notre Dame, marking the largest athletic apparel agreement in college history.
July 1, 2014: Notre Dame Deal Takes Effect
The 10-year partnership between Under Armour and the University of Notre Dame commenced on July 1, 2014.
2014: Revenue Breakdown and Consistent Growth
In 2014, apparel sales made up 74.3% of Under Armour's net revenues, with footwear at 14% and accessories at 9.9%. The company achieved steady revenue growth of 30% from 2010 to 2014.
2014: Under Armour Speedskating Suits at the Olympics
Under Armour's high-tech speedskating suits were worn by athletes at the 2014 Winter Olympics. Despite no design flaws, their performance led to negative publicity, impacting the company's stock.
February 2015: Acquisitions of MyFitnessPal and Endomondo
In February 2015, Under Armour expanded its digital portfolio by acquiring MyFitnessPal for $475 million and Endomondo for $85 million.
2015: Under Armour's Fitness Center Plan Sparks Controversy
Under Armour's plan to open a Fitness Performance Center in Baltimore in 2015 drew criticism for potentially covering up historic murals.
2015: Under Armour's Products Appear in "The Martian"
In 2015, Under Armour's products were showcased in the science fiction film "The Martian."
2015: Strong Financial Performance in 2015
Under Armour recorded a 28% increase in full-year net revenues for 2015, totaling $3.96 billion, highlighting its strong financial performance during that period.
2015: Accounting Revelations
Under Armour faced scrutiny for its accounting practices in 2015 and 2016, leading to investigations and questions about its financial reporting.
2015: Jordan Spieth Wins Two Major Championships
Jordan Spieth triumphed in two major golf championships in 2015: The Masters and the U.S. Open.
January 6, 2016: Partnership with IBM Watson
Under Armour announced a strategic partnership with IBM on January 6, 2016, to leverage IBM Watson's cognitive computing for data analysis.
January 2016: Under Armour Launches Campaign Featuring Women Hunters
Under Armour launched a marketing campaign featuring women hunters in January 2016.
January 2016: Dwayne "The Rock" Johnson Partners with Under Armour
Under Armour's collaboration with Dwayne Johnson began in January 2016, marking a significant moment in the brand's marketing strategy.
January 28, 2016: Strong Revenue Growth and Positive Outlook
Under Armour announced a 31% increase in fourth-quarter net revenues for 2015, reaching $1.17 billion, on January 28, 2016. The company also reported a positive outlook for 2016, expecting net revenues of approximately $4.95 billion.
March 3, 2016: Under Armour Becomes Official Match Ball Partner of the NASL
Starting with the 2016 season, Under Armour became the official match ball partner of the North American Soccer League.
July 2016: Flagship Store Lease on Fifth Avenue
In July 2016, Under Armour leased a prime retail space on New York's Fifth Avenue, previously occupied by FAO Schwarz.
August 2016: Under Armour Faces Backlash Over Hunter's Bear-Spearing Video
In August 2016, Under Armour faced heavy criticism after a sponsored hunter, Sarah Bowmar, posted a video of her husband spearing a bear, leading to the termination of her contract.
December 5, 2016: MLB Uniform Deal
Under Armour secured a 10-year agreement with Major League Baseball (MLB) on December 5, 2016, to become the official uniform provider starting in 2020.
2016: Accounting Revelations
Under Armour faced scrutiny for its accounting practices in 2015 and 2016, leading to investigations and questions about its financial reporting.
February 7, 2017: Under Armour CEO Expresses Support for Trump Administration
On February 7, 2017, Under Armour's CEO Kevin Plank publicly voiced his support for the Trump administration.
August 14, 2017: Under Armour CEO Steps Down from Trump Council
Following backlash over Trump's response to events in Charlottesville, CEO Kevin Plank resigned from Trump's Manufacturing Jobs Initiative Council on August 14, 2017.
2017: Jordan Spieth Wins the Open Championship
Jordan Spieth added another victory to his record by winning the Open Championship in 2017.
May 2018: Withdrawal from MLB Deal
Under Armour withdrew from its MLB uniform deal in May 2018 for cost-saving measures.
June 2018: Under Armour Faces Flammability Concerns on Social Media
A Facebook post in June 2018 alleged that Under Armour clothing was flammable and had caused burn injuries, although no recall was issued.
October 10, 2018: Under Armour Signs Joel Embiid to Sneaker Endorsement Deal
Under Armour secured a sneaker endorsement deal with Philadelphia 76ers center Joel Embiid on October 10, 2018.
November 2018: Financial Performance in 2018
Under Armour reported a loss of US$46 million for the fiscal year 2018, but with a 9.9% increase in revenue. Its market capitalization exceeded US$10.7 billion in November 2018.
2018: Under Armour Launches Connected Running Shoes at CES
At CES in 2018, Under Armour introduced two new models of connected running shoes equipped with Bluetooth, an accelerometer, and a gyroscope.
January 25, 2019: Nike Secures MLB Deal
Nike officially became MLB's on-field uniform supplier on January 25, 2019.
October 2019: Kevin Plank Steps Down
Kevin Plank announced his departure as CEO in October 2019, with COO Patrik Frisk succeeding him.
November 2019: SEC Investigates Under Armour's Accounting Practices
News broke in November 2019 that the US Securities and Exchange Commission had been scrutinizing Under Armour's accounting policies for over two years.
2019: Under Armour Reports Flat Revenue for the Year
Under Armour reported flat revenue of $1.43 billion in their quarterly earnings for 2019.
2019: Delayed Store Opening
Originally scheduled for 2019, the opening of Under Armour's Fifth Avenue store was postponed to 2021.
January 2020: Patrik Frisk Becomes CEO
Patrik Frisk took over as CEO of Under Armour in January 2020.
July 2020: Under Armour Confirms Receipt of Wells Notices from SEC
In July 2020, Under Armour confirmed that they had received Wells Notices from the SEC regarding their accounting practices in 2015 and 2016.
July 2020: SEC Investigation and Revenue Decline
Under Armour faced scrutiny from the SEC in July 2020 over accounting practices. The company also reported a 41% revenue decline in Q2 2020 due to the COVID-19 pandemic.
November 2020: Under Armour Partners with Stephen Curry for Curry Brand Launch
In November 2020, Under Armour announced the launch of the Curry Brand, a partnership with NBA star Stephen Curry.
2020: Under Armour's MLB Deal Was Set to Begin
Under Armour was set to become MLB's on-field uniform provider in 2020, replacing Majestic.
March 2021: Subleasing Plans for Fifth Avenue Store
Under Armour announced plans to sublease a portion of its Fifth Avenue store space in March 2021.
September 11, 2023: John Varvatos Appointed Chief Design Officer
John Varvatos was appointed as Under Armour's chief design officer on September 11, 2023.
April 1, 2024: Kevin Plank Returns as CEO
Kevin Plank returned to Under Armour as CEO on April 1, 2024, replacing Stephanie Linnartz.